How the Digital Transformation and the customer experience are related in the B2B context: a Qualitative Study

Abstract

Digital Transformation is a process all organizations are going through, is a driver to shape strategies and is impacting every aspect inside their business. These aspects include the customer-firm relationship, in terms of customer experience and satisfaction. The B2B context lacks a vision of the connection between Digital Transformation and customer experience. This study aims to identify how the Digital Transformation impacts the customer sphere in the B2B context, including the purchasing process, the measure of customer satisfaction and the customer journey; and to investigate how having a deep understanding of the customer experience can help shape a Digital Transformation strategy, adding value to the offer of a firm. Given the explanatory nature of this research a qualitative methodology is implemented, first reviewing existent literature and next, collecting and analyzing data from in-dept interviews with B2B practitioners. Findings point out that digital technologies can enhance the initial phases of the customer journey and are key to support the value proposition of a firm’s offer. Moreover, to benefit from the Digital Transformation process, organizations should understand how in the relationship with customers digital technologies are relevant. This study contributes to investigate which aspects of Digital Transformation are central in the B2B customer experience and to highlight the importance of a customer-centric culture while adopting digital technologies.