B2b Customer Experience: 2023 Research

Founded in 2022, the work group stems from the convergence of Research activities conducted by the Digital B2b and Omnichannel Customer Experience Observatories. The goal of Research is to understand the opportunities that result from establishing data-driven and customer centric relationship strategies with business clients.

The project aims to support companies operating in B2b contexts to understand and develop customer-oriented strategies (direct or as intermediary) and to make the most of digital and physical channels in the customer-supplier relationship process.

2023 Research focuses on the following goals:

Map companies' maturity evolution in the B2b Customer Experience field to identify main best practices in the customer-supplier relationship.
Identify the organizational transformations required for a customer-centric approach, articulating the relationship based on customer type (direct, distributor, retailer, freelance professionals).
Present main MarTechs in support of the customer-supplier relationship.
Outline the benefits of introducing a customer-centric approach, understanding the benefits of adopting specific activities, technologies or collaboration initiatives.

Activities planned by the work group for 2023 are:

in-field empirical Research using various research methodologies (literature analysis, interviews, surveys, …)
an internal Workshop with Panel Partners and some demand side company representatives particularly relevant to the topic focused on directing research activities.
a meeting with the Advisory Board (a group of expert managers of end-user companies) and Panel Partners aimed at debating through round table discussions some key issues in the CXB2b field.
a thematic Workshop to present Research in progress results, restricted to end-user company managers and Research supporters, aimed at spreading knowledge and creating networking opportunities amongst participants.
a Research results sharing Workshop dedicated to companies supporting the project and to the demand-side company Community.
a digital report with main Research edition results.

Riccardo Mangiaracina

Chief Science Officer

Paola Olivares

Research Director

Marta Valsecchi

Research Director

Sara Zagaria

Customer Experience B2b

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For more information on how to collaborate with and support the “B2b Customer Experience” work group Research, please contact Sara Zagaria (email: sara.zagaria@polimi.it).