Strategic B2B customer experience management: The importance of outcomes- based measures

Judy Zolkiewski, Victoria Story, Jamie Burton, Paul Chan, Andre Gomes, Philippa Hunter-Jones, Lisa O'Malley, Linda Peters, Chris Raddats, William Robinson

Research output: Contribution to journalArticleScientificpeer-review

48 Citations (Scopus)


Purpose – The purpose of this paper is to critique the adequacy of efforts to capture the complexities of customer experience in a business-to-business (B2B) context using input–output measures. The paper introduces a strategic customer experience management framework to capture the complexity of B2B service interactions and discusses the value of outcomes-based measurement.

Design/methodology/approach – This is a theoretical paper that reviews extant literature related to B2B customer experience and asks fresh questions regarding B2B customer experience at a more strategic network level.

Findings – The paper offers a reconceptualisation of B2B customer experience, proposes a strategic customer experience management framework and outlines a future research agenda.

Research limitations/implications – This paper is conceptual and seeks to raise questions surrounding the under-examined area of B2B customer experience. As a consequence, it has inevitable limitations resulting from the lack of empirical evidence to support the reconceptualisation.

Practical implications – Existing measures of customer experience are problematic when applied in a B2B (services) context. Rather than adopting input- and output-based measures, widely used in a business-to-consumer (B2C) context, a B2B context requires a more strategic approach to capturing and managing customer experience. Focussing on strategically important issues should generate opportunities for value co-creation and are more likely to involve outcomes-based measures.

Social implications – Improving the understanding of customer experience in a B2B context should allow organisations to design better services and consequently enhance the experiences of their employees, their customers and other connected actors.

Originality/value – This paper critiques the current approach to measuring customer experience in a B2B context, drawing on contemporary ideas of value-in-use, outcomes-based measures and “Big Data” to offer potential solutions to the measurement problems identified.
Original languageEnglish
Pages (from-to)172-184
JournalJournal of Services Marketing
Issue number2
Publication statusPublished - 2017
Externally publishedYes


  • B2B Services
  • B2B Customer Experience
  • Outcomes-based Measures


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