Customer experience in Business to Business: an empirical viewpoint

Purpose – To explore current business practices in a Business to Business (B2B) context and determine whether current customer experience frameworks suitably encompass the issues businesses are facing when trying to improve customer experience by using data.
Design –Semi-structured interviews were conducted with seventeen interviewees from two case study companies. The companies were chosen by purposeful sampling and the interviewees were selected on the basis that they were involved with customers, data projects or both. Thematic analysis was performed on the interview scripts and reflective notes and on other data provided such as company background, project proposals and internal documents.
Findings – The case study companies found that when trying to improve customer experience by using data, understanding a customer’s perception of value-in-use was difficult, increased levels of handholding and support were required, customers were reluctant to form a shared vision whilst demanding increased levels of service and new resource allocations were required. These factors of customer experience combined with the application of data projects are not currently explored in the literature.
Research limitations/implications – The fieldwork covers two case study companies and focuses on projects which involve the application of data. The depth and coverage of the interviews provide a rich resource for understanding the current situation in these two companies, however the results cannot be generalised to theory.
Practical implications – By understanding what is currently happening as B2B organisations strive to improve customer experience using data, researchers will be better placed to develop customer experience frameworks of practical use to companies in this specific situation and offer solutions to the business issues being faced.
Social implications – by assisting companies in using data to enhance customer experience in B2B contexts, it is hoped that businesses will be able to take advantage of current and emerging technologies surrounding data to become more efficient, effective and profitable whilst delivering more relevant and timely goods and services to business customers.
Originality/value – this paper extends the extant literature related to B2B customer experience by looking at the impact of data use on companies’ activities to enhance customer experience.