The management of digitalized customer journeys in business markets: Managing touchpoints and customer engagement in increasingly digital contexts
Lisa Lundin
Oct 2025 · Linköping Studies in Science and Technology. Dissertations Book 2472 · Linköping University Electronic Press
Ebook
90
Pages
About this ebook
Customer journey management has emerged as an approach for managing firm–customer interactions in today’s digitalized business landscape. In business-to-business (B2B) markets, digitalization is transforming how customers engage with suppliers, empowering more informed, autonomous interactions and shifting control toward the customer. Rather than focusing solely on transactions or purchase decisions, suppliers are increasingly expected to support customers in achieving their business objectives across the entire customer journey. This thesis explores the management of digitalized customer journeys in business markets. It builds on four papers offering a supplier perspective on customer journeys. The first two papers focus on a supplier that is increasingly adding digital elements to its offerings and interactions with customers. The third paper focuses on how suppliers of digital offerings can engage customers. The fourth paper is based on a synthesis of research in the stream of customer experiences and journeys conducted through the research process. Together, the studies develop insights into the management of touchpoints and customer engagement in digitalized customer journeys. The thesis contributes to the evolving literature on customer journeys by integrating perspectives on customer engagement, customer experiences, and touchpoints, and how these elements interact as journeys become increasingly digital. For practitioners, it offers guidance on how different supplier activities can be combined to manage digitalized customer journeys based on firm-related and contextual factors.
Customer journey management has emerged as an approach for managing firm–customer interactions in today’s digitalized business landscape. In business-to-business (B2B) markets, digitalization is transforming how customers engage with suppliers, empowering more informed, autonomous interactions an...
Discover more
Rate this ebook
Tell us what you think.
Reading information
Smartphones and tablets
Install the Google Play Books app for Android and iPad/iPhone. It syncs automatically with your account and allows you to read online or offline wherever you are.
Laptops and computers
You can listen to audiobooks purchased on Google Play using your computer's web browser.
eReaders and other devices
To read on e-ink devices like Kobo eReaders, you'll need to download a file and transfer it to your device. Follow the detailed Help Center instructions to transfer the files to supported eReaders.
