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The Customer Experience Edge by Reza Soudagar, Vinay Iyer, Volker Hildebrand

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CHAPTER 3B2B Customer Experience: Same Animal, Different Spots

Mobility will increasingly be a hallmark of B2B customer experience, according to almost three-quarters of businesses who say they plan to offer sales and order status information to employees via handheld device by 2012.

—BLOOMBERG BUSINESSWEEKRESEARCH SERVICES SURVEY, 2010

MOST DISCUSSIONS OF THE CUSTOMER experience revolve around the now-familiar examples of Starbucks, Disney, Apple, and other famed business-to-consumer (B2C) companies. However, we believe that the tenets and goals of building the customer experience edge are also important to the business-to-business (B2B) world and, indeed, are just as relevant to B2B companies as to their B2C brethren.

Like B2C companies, B2B ...

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