Designing a digital tool concept for business-to-business dialogue using a customer-centric approach Case food services
Sarkkinen, Eliisa; Pöyry-Lassila, Päivi (2020)
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
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.