Challenges of collecting B2B customer insight from multiple channels

Tuija Rantala; Johanna Vuori; Hannu Kärkkäinen

Challenges of collecting B2B customer insight from multiple channels

Tuija Rantala, Johanna Vuori, Hannu Kärkkäinen

Research output: Chapter in Book/Report/Conference proceeding › Conference article in proceedings › Scientific › peer-review

Abstract

The purpose of the paper is to study the challenges that B2B companies are confronting when trying to understand their current and potential customers through digital channels and utilizing these viewpoints in innovation development. The paper combines literature on innovation, B2B customer experience and challenges related to digital channel usage. The study comprises 17 qualitative customer interviews and a web survey for 167 customers. The paper discusses why the customers want or do not want to express their needs in digital channels and if some of those reasons are dependent on sellers' or customers' actions. As a result, a categorisation of buyers according to their role in buying and social media usage at work is presented. Identified challenges are grouped into data, process or management challenges.

Original language	English
Title of host publication	Proceedings of The 2017 ISPIM Forum
Publisher	International Society for Professional Innovation Management ISPIM
ISBN (Print)	978-952-335-019-9
Publication status	Published - 2017
MoE publication type	A4 Article in a conference publication
Event	ISPIM Innovation Forum 2017: Fostering Innovation Ecosystems Conference - Toronto, Canada Duration: 19 Mar 2017 → 22 Mar 2017

Conference

Conference	ISPIM Innovation Forum 2017: Fostering Innovation Ecosystems Conference
Country/Territory	Canada
City	Toronto
Period	19/03/17 → 22/03/17

Keywords

customer insight
B2B sales
open innovation
digital channel
social media
challenges
customer experience

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

http://ispim.org/members/proceedings/ISPIM2017_Forum/documents/816232352_Paper.pdf

VALIT: Value Indicator Tool
Lappalainen, I. (PI) & Klaavu, A. (PI)
1/01/15 → 31/12/17
Project: Business Finland project

Cite this

@inproceedings{5187ed73b3b9470996408822c0b8c0d9,

title = "Challenges of collecting B2B customer insight from multiple channels",

abstract = "The purpose of the paper is to study the challenges that B2B companies are confronting when trying to understand their current and potential customers through digital channels and utilizing these viewpoints in innovation development. The paper combines literature on innovation, B2B customer experience and challenges related to digital channel usage. The study comprises 17 qualitative customer interviews and a web survey for 167 customers. The paper discusses why the customers want or do not want to express their needs in digital channels and if some of those reasons are dependent on sellers' or customers' actions. As a result, a categorisation of buyers according to their role in buying and social media usage at work is presented. Identified challenges are grouped into data, process or management challenges.",

keywords = "customer insight, B2B sales, open innovation, digital channel, social media, challenges, customer experience",

author = "Tuija Rantala and Johanna Vuori and Hannu K{\"a}rkk{\"a}inen",

note = "Project code: 102495; ISPIM Innovation Forum 2017: Fostering Innovation Ecosystems Conference ; Conference date: 19-03-2017 Through 22-03-2017",

year = "2017",

language = "English",

isbn = "978-952-335-019-9",

booktitle = "Proceedings of The 2017 ISPIM Forum",

publisher = "International Society for Professional Innovation Management ISPIM",

}

Rantala, T, Vuori, J & Kärkkäinen, H 2017, Challenges of collecting B2B customer insight from multiple channels. in Proceedings of The 2017 ISPIM Forum. International Society for Professional Innovation Management ISPIM, ISPIM Innovation Forum 2017: Fostering Innovation Ecosystems Conference, Toronto, Canada, 19/03/17. <http://ispim.org/members/proceedings/ISPIM2017_Forum/documents/816232352_Paper.pdf>

TY - GEN

T1 - Challenges of collecting B2B customer insight from multiple channels

AU - Rantala, Tuija

AU - Vuori, Johanna

AU - Kärkkäinen, Hannu

N1 - Project code: 102495

PY - 2017

Y1 - 2017

N2 - The purpose of the paper is to study the challenges that B2B companies are confronting when trying to understand their current and potential customers through digital channels and utilizing these viewpoints in innovation development. The paper combines literature on innovation, B2B customer experience and challenges related to digital channel usage. The study comprises 17 qualitative customer interviews and a web survey for 167 customers. The paper discusses why the customers want or do not want to express their needs in digital channels and if some of those reasons are dependent on sellers' or customers' actions. As a result, a categorisation of buyers according to their role in buying and social media usage at work is presented. Identified challenges are grouped into data, process or management challenges.

AB - The purpose of the paper is to study the challenges that B2B companies are confronting when trying to understand their current and potential customers through digital channels and utilizing these viewpoints in innovation development. The paper combines literature on innovation, B2B customer experience and challenges related to digital channel usage. The study comprises 17 qualitative customer interviews and a web survey for 167 customers. The paper discusses why the customers want or do not want to express their needs in digital channels and if some of those reasons are dependent on sellers' or customers' actions. As a result, a categorisation of buyers according to their role in buying and social media usage at work is presented. Identified challenges are grouped into data, process or management challenges.

KW - customer insight

KW - B2B sales

KW - open innovation

KW - digital channel

KW - social media

KW - challenges

KW - customer experience

M3 - Conference article in proceedings

SN - 978-952-335-019-9

BT - Proceedings of The 2017 ISPIM Forum

PB - International Society for Professional Innovation Management ISPIM

T2 - ISPIM Innovation Forum 2017: Fostering Innovation Ecosystems Conference

Y2 - 19 March 2017 through 22 March 2017

ER -

Challenges of collecting B2B customer insight from multiple channels

Abstract

Conference

Keywords

UN SDGs

Access to Document

Fingerprint

Projects

VALIT: Value Indicator Tool

Cite this