How to use emerging service technologies to enhance customer centricity in business-to-business contexts: A conceptual framework and research agenda
针对B2B制造企业采用客户中心性战略的挑战，本文提出CC TECH框架，将数字产品护照、增强/虚拟现实、智能产品和数字孪生等技术按使用情境分类，并分析它们如何增强客户关系管理、客户整合、内部整合和外部整合四个客户中心化流程，同时提供技术路线图和研究议程。
Manufacturers in business-to-business (B2B) industries aim to gain a competitive edge by adopting the concept of customer centricity in their strategy. Acknowledging manufacturers’ challenges in implementing new technologies, we showcase how digital product passports, augmented/virtual reality, smart products, and digital twins foster customer centricity. We classify these technologies based on their use context and introduce the CC TECH -framework, which delineates the impact of (1) experiential, (2) performance-enhancing, and (3) automated technologies on customer-centric processes. This research explores the opportunities for utilizing specific emerging technologies to enhance four customer-centric processes: (1) interactive customer relationship management (discovering implicit needs), (2) customer integration (systematic involvement of customers in decision-making), (3) internal integration (aligning business activities around customer value), and (4) external integration (supply chain-level coordination to respond to customization required by customers). Further, we provide a technology roadmap for manufacturers and suggest a research agenda to guide future research.