Optimizing B2B Customer Experience: A Six-Step CEM Framework
(A2025-125858)

AUTHORS

LUCIANA DE ALMEIDA, ESPM; Mayla Takahashi, ESPM

ABSTRACT

This research investigates Customer Experience Management (CEM) within the business-to-business context. Through qualitative interviews with 15 customer experience decision makers across various sectors, the study identifies that CEM plays a strategic role in fostering a customer-centric vision. However, challenges arise in policy formulation, action design and implementation, and performance measurement. To address these challenges, comprehensive Six-Step CEM Framework is proposed, based on seven tactical activities. The model aims to foster a holistic CX strategy that is customer-centered, aligned with corporate strategy, and driven by measurable outcomes.