Customer Experience: It's not that easy

Customer Experience Programs for B2B Companies

By: Harry F. Bunn

Narrated by: Virtual Voice

Customer Experience programs are gaining momentum in small and large companies but most have been designed for the Business-to-consumer (B2C) model. When the approaches that work for B2C are applied in the Business-to-business (B2B) world, they fail. Based on 27 years’ experience consulting to major, global B2B companies including IBM, Hewlett-Packard, Microsoft, Dell, VMware, EMC, Samsung, AT&T, Verizon, BT, Telefonica, Honeywell, Motorola, Accenture, Nokia, Siemens, Fujitsu and Xerox, Harry Bunn sets out practical approaches to getting it right in the B2B world. This book shows how Customer Experience can be built into the culture, the strategies and the actions of companies together with the mechanics required to “get it right”. It shows how current customer satisfaction programs can be transformed into Customer Experience programs providing companies with sustainable, competitive differentiation.

Text is okay, but AI narration SUCKS

This book provides a very, very basic overview of a CX program, with a focus on B2B CX programs specifically. However, there's limited content that a CX professional with more than a couple years of experience will not already know. Most of the content is very conceptual and specific examples are very limited. Most of the content applies to any kind of CX program regardless of whether the program is B2B or B2C. However, the parts I expected to see in it like really in depth discussion about what B2B customers think and expect from business engagements, how to translate between B2B and B2C, or how to collapse across both for enterprise insights, is completely absent from this book. I wouldn't have finished it if it wasn't relatively short.

BUT - the main driver of my review is the narration. Oh my goodness it is bad. The fact that audible/amazon decided to use AI narration rather than hiring real people to narrate shows here in a ridiculous way. Many words are mispronounced, others are garbled beyond recognition. Things that shouldn't even be narrated are -- such as when the "narrator" says "small black square" for every item in bulleted lists.

Overall, this is only useful for someone either really new in their CX career, or for someone who wants a basic overview specific to B2B as opposed to generalized CX programs. Otherwise skip this one.