.      
 


             ,         .

   ,   -     ,   .           ,    Warm Tech,           ,          .

  , CEO   ,     ""   ,            "".





 

.      





.  







  .       MiXBS,       ,      CX- BayCX (,   ). 

          ,         .        ,     ,    -,  ...   .

            ,        .       ,       .      .      ,          ,       CRM, Excel-,   , , -.       ,            .

            ,     -.      .     ,   ,       ,    ,   .        ,     ,      ,      ,      ,        CEO.



     ? 

     , CEO,  , , ,     ,  ,         ,   ,    .            ,  , ,               .

     ,             .



  ? 

      .       -   ,     ,   - ,     .     .       ,  ,      .      .     ,     ,      .

            : , ,  ,     .



   

       .   ,         : CX, CJM, SLA, FCR.          (  ),     .    IT       .      ,         ,     " ".

   ,               .

   ,     !

 .






 1.    .  1.     " "?


   .    ,         ,     .

        .      ,    .            AI-.    ,    IT-      ,        ,   .

 , ,      .      " "? , -    -    ?       .

   , .      ,       ,   .     ? ,  .   :   ,   ,     .  .        .         ,      ,         .



   

    ,      .       ,       .

 ,      ,         .      .   ,        ,     .                ,     .

      "",    ?

  ,   .  . -,     ,   ,    .

      ,   .  ,        Forrester Research?     ,          1.       . ,        .      ,    ,   ,    .   .







 :                   .     .     .  ,        .         ,   ""    ,    .








    .     .      : " .   ?".   ,   .

 ?    .    . .  .   ,  .    .   ,     ,     .

 .    ,   : " , !   ?     ?".

   ,     ,   .         .   .  ,     .       ,          .



 B2B     

 ,     ,   , .   ,      IT-.    B2B (Business-to-Business).      , ,  .   ,    (ROI),    .      ?

         ,     .   ,    ? ,     ""  CRM-     .           IT-,  .

 .    ,     .

  ,    ,   ,   .       "   , "           ?        .               .

  ,       ?

 .     B2B-.     .      .  McKinsey & Company : B2B-,           ,             2. ,  ,  B2B      , .   H2H (Human-to-Human)     .



    

  .      .       .       .         ,      ,          ,     .

    ,  . ,          .       ,      .

     , .   ?    .

 .  ,   ?             .     .

     .       ,   .       .     ,   .







 :    1993            3,   "   ".                  (       )  ,    ( ).








                    ,   .   ,            ,         .

     ,            . ,     -     .   , ,   ,     ,     .

   , ,      ,      .

 , ,     .    .          .       ,     ?    ?

   , ,  ,      .        -?       .







 :   ( 1)   (CX  Customer Experience)       ,          .              . B2B (Business-to-Business)   ,      .        ,    (B2C).   -,           .        .  :       ,         .








__________________________________

  :

? Forrester Research: "Customer Experience Defined" (  CX     ). 

? McKinsey & Company: "The new B2B growth equation" (         H2H). 

? Kahneman, D., Fredrickson, B. L., et al. (1993). "When More Pain Is Preferred to Less: Adding a Better End" (     ).






 2.   -.     


      .        :  ,    ,     .        .           .

  ,      ,     .     .             ,       ?

 ,   ?      .

 , ,       .

        .            ,      "-"?    ,      ?

            , ,   .           .        .



 vs -

    ,   .   -.    ,    .  , API-    ,  .  ,   ,    ,   .    .       . ? .

 .      .        ,       .         .

      ,    .     ,     .   .   ,      .     ().     ,     .    ,      .       ,     .   -.







 :            " ".      ,           ,    .       .       . -    ,    ,  .








 

  ,    ,    .        .      ?

   ,   ,    .      ,   Customer Journey Map (CJM)    .   Nielsen Norman Group,   ,          ?.

  ?

 , .       . ,        .     (  ,  , )    .

     .

    ,       ,      ,    ?

  ,   .   ,   .

 !       ,   .  .             .      :      ( )   ,  .     , ,  ,     ,    .



    

 , , ,  .   ,     .      ,     ,     -.       .

        ,     .    1984      Harvard Business Review    ""  ""?.   . ,       ,  ,  -     , .

 .      ,  .

  90 %     ,   .    .  ,  ,   ,  .        "    ",     IT-                  .







-:      .    ,    ,       , ,    ?        .   .








   " " (Silo Effect),   .         , ,      -  Sony?.  .      . IT-     .     .       .   .

    ?    ,   .

 . ,       . -     ,     .   ,          .

  .    .   - .         ,        . , ,          .

 ,     .  ,   .         .      .

    , ,    .       ,      .    .     ,     ,       ?

   ,    .







 :   ( 2) - (Service Design)    .   ,     ,       . CJM (Customer Journey Map)    .    :  , ,            .  (Frontstage)     (  ). ,     ,      .  (Backstage)  "" (  ). IT-, ,    ,    .   (Silo Effect)  " ".    ,         KPI.     .








__________________________________

  :

? Nielsen Norman Group: "Journey Mapping 101" (     ). 

? G. Lynn Shostack: "Designing Services That Deliver" // Harvard Business Review, 1984 ( ,      ). 

? Gillian Tett: "The Silo Effect: The Peril of Expertise and the Promise of Breaking Down Barriers", 2015 (  ,          ).




 3.  ""  ""


       -,    .   ,   ,    .      ,  , -.  .   .

, ,         .    .          .

 ,         ,   ,     .      .   B2B  ,   P&L (    ).           ?    .       ,   ,      "     "?

      ,  .

           , .         " ".          .        ,          .    ""        .



    

  ,    ,  .    ,   .

   B2B-,   .              enterprise- (CAC  Customer Acquisition Cost).    .     .  , ,  .

    .

  ,   ,      ,           .  ,   API,  , ,   ,    .          .

   ?   ?    ,     .

 .   .   (Churn rate)     .       .        ,         .    .







 :     Bain & Company (  NPS)    :       5%      2595%?.     B2B   525  ,   . -     ,        .








 LTV    

     , .         LTV (Lifetime Value),   .

  , . ,       ?

   ,     ,   .         " "      ?.         .    .    B2B-     KPI      ,  ""         .

    ?

    ,    .      .           15 % ,  .    :    ,     .        .        (LTV),       .







:  LTV         SaaS-:    ( ):   50 000   . -         . LTV = 300 000 .    ( ):   ,   .      5      . LTV = 3 000 000 .     .   2 700 000 .    ""   .








: "      LTV" (  ) (http://clck.ru/3TRtJ4)



      EX = CX

   .   ""   .         LTV.

 .         .  ,        ,     .        "".     ""   ,    -.

   , .      .

   .    ,         .

     " "      .    ,    ,      .           (EX  Employee Experience)    (CX  Customer Experience).

   ,    ?

  -          ,      ,   ,     ?

 , .     ,       .

       ?,   .        ,        .   .

        .

       ,     ,         ( ),       ,     ""        .  ""     ,        .        ,     .  EX = CX  .

        .       .     .   ,     ,        .

   , ,   ,   .      .    ,        ,   .

  , .        ?     -    ,   ?   " ".







 :   ( 3) LTV (Lifetime Value)    .  ,          .  ,     CX. CAC (Customer Acquisition Cost)   .     ,    .  CAC ,  LTV    . Churn Rate ( )   ,       .   B2B-. EX (Employee Experience)   .       .  EX   CX    .     ,     ,        .   .








__________________________________

  :

? Frederick F. Reichheld, Phil Schefter: "The Economics of E-Loyalty" // Harvard Business School, 2000 (    ). 

?  : " " (Influence: The Psychology of Persuasion), 1984 (     ).

?  : " .   ", 2006 (    ). 






 4.  ""


        .      :  ,  ,  LTV.        ,      ,     B2B-.

 , ,   ,    .   -      ,  EX  CX  ,      ?   ?

   ,       , ,      ,   .        .      ,        .



 vs .   

 ,   .

       .     , ?  ,   .

    ,   .  ,      .    .

     ,      ,  .  ,   ,   .

 ,              ,   ,    ,   : "!  ,      !    !".     .   .        .

    .     ,  ,  ,     ,      .

  ,     ,      ,         ,     .          .    .       .







 :    B2B  :     : " ,   ,     .   ". (     ).  :   ,          .      ,        .   ,   ,         .    "" .       .        ,     ,        .         








    

        ,     .    ,      .

      ?    .           ,   ?

       ,    ,   .        Theory of mind ( )?.    ,        ,   ,      .

     ?

 .    " ",  .      ,   ,     .      .  ,       .   -        .    ,       .   .



    

 ,     ,        .      "  "  ?     .        .

    .       .        (Buyer Persona)?.  ,    ,    .

          .

      ", 40 , -".  B2B          .     :

  ():    ? (,  KPI     IT-).

  (  ):   ? (   ,     ).

   ( ):          ?

 .   

 ,    .  ?

      .     (empathy map)?.   (  ),         .    :

1. :        ? ().

2. :      ? (     ).

3. :       ?

4. :     ? , , ?







:   ( )    ,     .    IT-.  : "  SLA   99,9 %       ".  :    ,  ,     .  : "      ,    .     ,    ?"  :   . ,         .








:   ( ) (  ) (http://clck.ru/3TS5yN)



 ?    .        .         API-.    ,   .

      .        .     ,         .

  , .     .     .              .    ?







 :   ( 4)      ,     ,    .       .     . ,   ,       ,         .        .  , ,  KPI    .     ,     4 : , , , .     ,       .








__________________________________

  :

? Premack, D., & Woodruff, G. (1978). "Does the chimpanzee have a theory of mind?" (  " "    ). 

? Alan Cooper: "The Inmates Are Running the Asylum", 1999 (    Personas  ). 

? Dave Gray: "Gamestorming", 2010 (  Empathy Map  -). 






 5.   .


     ,          B2B-.  :   , ,   .      IT         (LTV)    (CAC).   ,   ,      .

 , .  ,     .   ,   .  ,          .      ?    ,  CEO.        ,   ?

     ,    ,      .     :  ,    .

     ,   , ,           .            : "  ".    ""      ,     .          .    Customer Journey Map (CJM).



  .   vs CJM 

      ,   ,         CRM-.     .    ,  ,   -,   ,  . ,  .      .

     .

  , ,   ,     .   .  ,       ,     .       .    .

     ,  ,       .

    (CJM)   ,     ,   .        .      " ".         ,      , ,   .           ,   , ,        .      .

     .     . CJM   .







 :    ( CJM)   B2B-    -.        (   ): 1. :  ,    ,   "". 2. :     .         (, ). 3.   :   .  ,  ,     .     . 4. : .  .    ?   ? 5. :             .   LTV.








      

 ,       ,      .         ?

      (Touchpoints),   .         .           .  ,    ,  ""  ,   ,    .

   !

       , .     ,       ( ,   ),   ( ,     ).







-:       .     ,     4- ? ,    ?          .       1- ,   4-     .  CJM   .








 "!".  

 ,    .   ,      .     ""         5- .     - "-".  ? ?     ?

  ,    .

    , .  :  B2B-       .    ,       .

      ""?

       .     ,       ,   ,   .  -  "-"    ,        .

     .

 ,     .

  :   ,       ,     . (  ).

  :        : ",  .    ,       .     ,    40 .     ".

       ,   .

       .    .  ,         (),        (). "!"         ,       .  .

      .      .       .  ,       ,         .

 , ,    .      ,        ...       ,    ?     " "?

 ,    , !      .    ?     .







 :   ( 5) CJM (Customer Journey Map)    .             .    ,    .     ,      .       , -     .     -     .    CJM,   , ,     . "-"  B2B      ,  ,     (CES  Customer Effort Score)  ,     .





  .


   .

   ,     (https://www.litres.ru/pages/biblio_book/?art=74243438)  .

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