The power of connecting experience data and operational data: more than the sum of its parts?

Bathke H, Birkel H, Von Der Gracht HA, Kisgen S (2023)

Publication Type: Journal article

Publication year: 2023

Journal

Journal of business & industrial marketing Emerald

DOI: 10.1108/JBIM-08-2022-0368

Abstract

Purpose: In the era of digital disruption and customer loyalty loss, it has become even more important to shape the experience journey of a firm’s stakeholders. The benefits of experience data (XD) analysis for a competitive advantage and firm performance are well proven in the business-to-customer context. Therefore, this study aims to explore the limited exploitation of XD in the business-to-business (B2B) context. Design/methodology/approach: The data of 338 B2B firms is generated through computer-assisted telephone interviewing using a structured interview guideline. A Mann–Whitney U test and binary linear regression are applied to test hypotheses derived from literature. Findings: The results suggest that XD non-collectors see XD increase efficiency, whereas XD collectors view XD strategically beyond customer data. Additionally, the successful application of XD in firms can be fostered by connecting XD with operational data through digitalised processes, strategic usage and data collection at certain defined points of time. Originality/value: This study contributes to the understanding of XD perception between collectors and non-collectors and develops determinants for the successful application of XD management. Based on the results, B2B marketing executives from academics and practice can foster the implementation of XD management to improve all firm’s stakeholders’ experiences. In this way, this study contributes to the understanding of managing not only customers’ but other stakeholders’ experiences.

Authors with CRIS profile

Henrik Bathke Lehrstuhl für Betriebswirtschaftslehre, insbesondere Supply Chain Management Hendrik Birkel Lehrstuhl für Betriebswirtschaftslehre, insbesondere Supply Chain Management

Involved external institutions

Steinbeis-Hochschule-Berlin GmbH (SHB) DE Germany (DE)

How to cite

APA:

Bathke, H., Birkel, H., Von Der Gracht, H.A., & Kisgen, S. (2023). The power of connecting experience data and operational data: more than the sum of its parts? Journal of business & industrial marketing. https://dx.doi.org/10.1108/JBIM-08-2022-0368

MLA:

Bathke, Henrik, et al. "The power of connecting experience data and operational data: more than the sum of its parts?" Journal of business & industrial marketing (2023).

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