Digitalizing customer journeys in B2B markets
通过案例研究，识别了B2B客户旅程数字化的三个关键维度：触点数字化、角色变化和整体流程数字化，为学者和从业者提供指导。
This paper explores the digitalization of business-to-business (B2B) customer journeys, which is recognized as a top research priority, but one that has not yet received substantial academic attention. Due to their complexity, customer journeys are particularly relevant in B2B settings, and this is further emphasized through the increasing use of digital technologies. This paper identifies three key dimensions of B2B customer journeys that are influenced by digitalization. These are the digitalization of touchpoints (i.e., adding digital touchpoints and transforming or facilitating touchpoints), the change of roles in digitalized journeys (i.e., introducing new roles, activating customers, and emphasizing collectivity), and the digitalization of the overall process (i.e., extending, enhancing, and supporting the process). The research is based on an in-depth case study of a B2B firm and four customers. Insights from the research add to the customer journey literature through the exploration of digitalized B2B customer journeys, providing guidance for academics and practitioners.