Designing a digital tool concept for business-to-business dialogue using a customer-centric approach Case food services

Abstract

This article explores what customer-centricity is in a B2B service context, and reports the empirical case study and the resulting concept for a digital client relationship tool built by using service design and customer-dominant logic. To conclude, customer-centricity in the B2B context requires multi-directional interaction: understanding client’s world and transforming their challenges and needs into a holistic system. The resulting concept forms a joint sphere for customer-centricity by empathizing and finding solutions to the B2B client’s real-life problems.