B2B mobile commerce customer journey mapping and CRM integration
Miettinen, Pinja (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060319902
https://urn.fi/URN:NBN:fi:amk-2025060319902
Tiivistelmä
This thesis investigates the B2B customer journey within a mobile commerce (m-commerce) environment and examines how integrating m-commerce with a CRM system can improve purchasing experience.
The study was conducted in collaboration with a company aiming to improve its mobile application and better align it with customer needs as part of broader CRM implementation. Both internal (employee-driven) and external (customer-driven) data were collected through interviews and questionnaires to examine how perspectives on customer experience align between the two groups.
Based on the findings, customers expect usability, easy access to relevant information, clear navigation, and seamless processes. The results offer actionable insights for enhancing mobile B2B service quality and support the integration of CRM systems to enable greater personalization. This research contributes to the academic discussion on B2B customer experience by suggesting that personalization and usability should be treated as distinct elements in digital service design.
The study was conducted in collaboration with a company aiming to improve its mobile application and better align it with customer needs as part of broader CRM implementation. Both internal (employee-driven) and external (customer-driven) data were collected through interviews and questionnaires to examine how perspectives on customer experience align between the two groups.
Based on the findings, customers expect usability, easy access to relevant information, clear navigation, and seamless processes. The results offer actionable insights for enhancing mobile B2B service quality and support the integration of CRM systems to enable greater personalization. This research contributes to the academic discussion on B2B customer experience by suggesting that personalization and usability should be treated as distinct elements in digital service design.