Applying the outcomes-based customer experience measurement method in the B2B market

Abstract

THE AIMS OF THE STUDY

In our study, we examined whether the customer experience of a business-to-business relationship could be influenced by the value that the service provider creates for the user. In our research work, we investigated the relationship between a listing portal and an integrated web analytics software-as-a-service.

METHODOLOGY

In our research, we used a holistic and very novel approach to customer experience measurement, the outcomes-based measurement method, which only appeared in the marketing literature a few years ago. The new methodology implies that shifting towards outcomes-based interventions moves the question from Did they like it?" to a more tactical analysis, „What difference did it make?” (Burkett 2013, Zolkiewski et al. 2017).

Customer or user experience in B2B markets is even more complex than in B2C markets, so a combination of different data collection methods can produce better results (Biedenbach & Marell 2010, Zolkiewski et al. 2017). For improving results, we observed quantitative and qualitative website analytics and held a triad interview.

MOST IMPORTANT RESULTS

According to traditional customer experience measurement methods, the real estate portal was dissatisfied with the integrated web analytics tool and only a customer service at the company produced a unified customer experience. In contrast, studying the outcome of using the service, real estate portal staff were pleased with the service and found it useful. According to website analytics data, the service has greatly contributed to the real estate customer experience.

RECOMMENDATIONS

The novelty of the study lies in the applied methodology, the result-based customer experience measurement method. It helps companies get a more complex picture of customer satisfaction by holistically examining it.

Acknowledgement: Supported by the ÚNKP-19-3 New National Program of the Ministry for Innovation and Technology.