Creating Total Value in B2B Customer Experience

This report details the evolution of business-to-business (B2B) customer experience (CX) in the context of digital transformation and the integration of artificial intelligence (AI). It outlines how traditional competitive dynamics are shifting towards a more holistic approach, where customer, employee, and partner interactions are unified into a cohesive system termed 'Total Experience.' The document presents findings from a multi-faceted research approach, highlighting the transition from digitization to full digitalization, emphasizing the role of technology in enhancing workflows and customer interactions. Key strategic trends are identified, such as the rise of agentic AI technologies, the importance of data ecosystems, and the shift from product-centric to outcome-focused business models. The report also includes a case study of a leading Spanish bank that exemplifies these principles through its AI-driven B2B strategies. The conclusion offers actionable steps for organizations aiming to improve their CX delivery and achieve sustainable growth.