{"id":171726,"date":"2025-01-31T15:31:17","date_gmt":"2025-01-31T14:31:17","guid":{"rendered":"https:\/\/www.ieseg.fr\/?post_type=news&#038;p=171726"},"modified":"2025-01-31T15:31:18","modified_gmt":"2025-01-31T14:31:18","slug":"the-buyers-balance-book-by-bert-paesbrugghe","status":"publish","type":"news","link":"https:\/\/www.ieseg.fr\/en\/news\/the-buyers-balance-book-by-bert-paesbrugghe\/","title":{"rendered":"\u201cThe Buyer\u2019s Balance \u2013 What your customers want to share with you\u201d: a new book by Bert PAESBRUGGHE"},"content":{"rendered":"\n<p>Have you ever wondered why satisfied customers don\u2019t always remain loyal? \u00a0Why do so many companies adopt new sales technologies, but still fail to see the expected increases in turnover or customer satisfaction? These are just two of the questions tackled in this new book by <a href=\"https:\/\/www.ieseg.fr\/en\/\" target=\"_blank\" rel=\"noreferrer noopener\">I\u00c9SEG<\/a> Professor <a href=\"https:\/\/insights.ieseg.fr\/en\/resource-center\/expert\/bert-paesbrugghe\/\" target=\"_blank\" rel=\"noreferrer noopener\">Bert PAESBRUGGHE<\/a>.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full is-resized\"><img loading=\"lazy\" src=\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/2025\/01\/Bookcover-Paesbrugghe-1.png\" alt=\"\" class=\"wp-image-171707\" width=\"248\" height=\"319\" srcset=\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/2025\/01\/Bookcover-Paesbrugghe-1.png 656w, https:\/\/www.ieseg.fr\/wp-content\/uploads\/2025\/01\/Bookcover-Paesbrugghe-1-233x300.png 233w, https:\/\/www.ieseg.fr\/wp-content\/uploads\/2025\/01\/Bookcover-Paesbrugghe-1-117x150.png 117w, https:\/\/www.ieseg.fr\/wp-content\/uploads\/2025\/01\/Bookcover-Paesbrugghe-1-400x514.png 400w\" sizes=\"(max-width: 248px) 100vw, 248px\" \/><\/figure><\/div>\n\n\n<p>According to the expert, the answer to these questions is both complicated and simple: \u201c<em>It\u2019s complicated because it requires sales organizations to change thinking and processes, they have used for a long time. However, understanding your customer becomes simpler when you really start thinking like a buyer<\/em>.\u201d<\/p>\n\n\n\n<p>\u201c<em>In this book, which is aimed at Sales managers, we aim to help the reader put on buyer\u2019s \u2018goggles\u2019 and learn how to provide greater value to their customers by creating a smarter, more balanced customer experience<\/em>.\u201d<\/p>\n\n\n\n<p>The book highlights that some companies look at managing customer experiences in business-to-business (B2B) as something that needs to be exceptional. \u00a0\u201cCustomer experience (CX), mistakenly, is sometimes seen as something superior that has to \u201c<em>blow away and always wow the customer<\/em>\u201d. Professor PAESBRUGGHE adds, noting that this isn\u2019t always the case for a number of sectors and products.<\/p>\n\n\n\n<p>In his new book, he seeks to look at customer journey differently, by analyzing how companies can build a really solid customer experience foundation: \u201cone that a buyer wants from you, and one that you can keep up.\u201d<\/p>\n\n\n\n<p><strong>Over 10 chapters, the book covers a wide variety of topics including:<\/strong><\/p>\n\n\n\n<p>> How to be customer centric without \u201cCX washing\u201d (where companies fail to deliver on customer experience promises);<\/p>\n\n\n\n<p>> Creating balance between sellers and buyers, between old and new customers and in terms of sales strategy;<\/p>\n\n\n\n<p>> How companies can think like customers;<\/p>\n\n\n\n<p>> Managing customer expectations;<\/p>\n\n\n\n<p>> Value delivery;<\/p>\n\n\n\n<p>> Using technology (and logic);<\/p>\n\n\n\n<p>> Embracing shared feedback;<\/p>\n\n\n\n<p>> And closing the (customer) feedback loop.<\/p>\n\n\n\r\n<div class=\"color-block yellow\">\r\n\r\n\t<div class=\"picto\"><?xml version=\"1.0\" encoding=\"UTF-8\"?><svg id=\"b\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 55.96 45.1\"><g id=\"c\"><g id=\"d\"><path d=\"m27.98,8.28c2.59-4.93,7.97-6.28,13.57-6.28h8.21v34.46h-8.21c-5.6,0-10.98,1.36-13.57,6.28\" fill=\"none\" stroke=\"#001f44\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"1.75\"\/><path d=\"m11.17,2h-4.96v34.46h8.2c5.6,0,10.98,1.36,13.57,6.28\" fill=\"none\" stroke=\"#001f44\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"1.75\"\/><path d=\"m27.98,8.28c-1.93-3.67-5.42-5.36-9.39-5.98\" fill=\"none\" stroke=\"#001f44\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"1.75\"\/><line x1=\"27.98\" y1=\"8.69\" x2=\"27.98\" y2=\"41.42\" fill=\"none\" stroke=\"#001f44\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"1.75\"\/><polygon points=\"18.25 11.49 14.88 8.94 11.54 11.49 11.54 .88 18.25 .88 18.25 11.49\" fill=\"none\" stroke=\"#fd9e00\" stroke-miterlimit=\"10\" stroke-width=\"1.75\"\/><path d=\"m55.09,7v34.64h-19.89s-1.1,2.59-2.47,2.59h-9.5c-1.37,0-2.47-2.59-2.47-2.59H.88V7\" fill=\"none\" stroke=\"#001f44\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"1.75\"\/><\/g><\/g><\/svg><\/div>\r\n\t<h3 class=\"title\">Where to get the book?<\/h3>\r\n\t<div class=\"content\">\r\n\t\t<p><!-- wp:paragraph --><\/p>\n<p>The book, \u201cThe Buyer\u2019s Balance \u2013 What your customers want to share with you\u201d from Owl Press (Borgerhoff &amp; Lamberigts) is available from different platforms: \u00a0<a href=\"https:\/\/linktr.ee\/thebuyersbalance\">https:\/\/linktr.ee\/thebuyersbalance<\/a><\/p>\n<p><!-- \/wp:paragraph --> <!-- wp:paragraph --><\/p>\n<p><strong>Bert plans to donate 50% of the royalties from his book to an organization conducting research on cancer (Institut Curie).<\/strong><\/p>\n<p><!-- \/wp:paragraph --><\/p>\n\t<\/div>\r\n<\/div>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Have you ever wondered why satisfied customers don\u2019t always remain loyal? \u00a0Why do so many companies adopt new sales technologies, but still fail to see the expected increases in turnover [&hellip;]<\/p>\n","protected":false},"author":51,"featured_media":171707,"menu_order":0,"template":"","news-category":[298],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u201cThe Buyer\u2019s Balance \u2013 What your customers want to share with you\u201d<\/title>\n<meta name=\"description\" content=\"\u201cThe Buyer\u2019s Balance \u2013 What your customers want to share with you\u201d: a new book by Bert PAESBRUGGHE, professor at I\u00c9SEG.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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