B2b Digital Commerce & Experience

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.