Digitalizing Customer Journeys in B2B Markets

For your marketing

Possible founder application

A reminder to design digital touchpoints for the full B2B relationship, including customer use and service. Transfer cautiously because the studied offerings are large, complex industrial products.

Reported result

What the study found

The study identifies changes to digital touchpoints, customer and supplier roles, and the journey process. Digitalization can extend early discovery, activate customers, support later service interactions, and improve continuity across stages.

Research question

What the authors investigated

How does digitalization change touchpoints, participant roles, and the overall B2B customer journey?

Design

In-depth case study of one large multinational manufacturer and four matched customer firms, based on interviews and documents.

Sample and setting

A Swedish manufacturer of complex capital-intensive products and four business customers; 29 interviews across supplier and customer organizations.

Scope and transfer

Limitations to keep in view

One supplier and four customers; the authors position the work as initial evidence and theory generation rather than universal guidance.

Research sources

ScienceDirect publisher abstract and article page retrieved with Firecrawl; case scope and limitations were checked.