Consumerization of B2B Sales : Harnessing B2C Interaction Design Strategies for a Consulting Company

Abstract

The increasing global connectivity and the growing amount of consumer technology at workplaces has resulted in companies having to rethink parts of their IT strategies. Consumer innovations penetrating the workplace is called ’Consumerization’ and has been the guiding force of this thesis. The main objective is to explore how a consulting company could utilize consumer interaction design to leverage the potential of its digital sales channels. This is done by reviewing relevant user experience (UX) and interaction design models, comparing the B2B and B2C business models and their characteristics, and exploring some relevant innovation theories. There are significant differences between B2B and B2C business models, however, the line between the two is often blurred and calls for better classification methods. B2B companies struggle more with implementing UX compared to their B2C counterparts. This might relate to B2B companies' challenges in measuring the benefits of their websites and the fact that the way of doing business, in general, is less emotional compared to B2C companies. Still, B2B companies contribute to the majority of all e-commerce revenue worldwide. A case study research method was chosen to connect the theory to practice. Due to the local nature of the study, a mixed methods design was adopted and consisted of both quantitative and qualitative approaches. The case study included an internal interview, a customer survey, a competitor search, and a trend review. The results show that the case company’s typical customers would be open for a more interactive online sales experience. The survey also revealed that credibility in the form of testimonials and references was highly valued among the respondents. Competitors of the case company did not show many innovative features on their websites and the design features were mostly true to their segment. This indicates that there could be unrealized competitive advantage to be gained from implementing the proposed sales platform on the case company’s website. The study’s findings serve as a guide for the case company but also contributes to general managerial practices. Even in a B2B setting, buyers are influenced by their consumer experiences which could be utilized when developing online sales solutions in the future. A four-point classification method could be used to more accurately determine the business model for a company, which in turn translates to more accurate digital strategies. When implementing new innovations, the MAYA-principle (most advanced yet acceptable) combined with Design Thinking could help formulate the correct approach for projects. The combined findings of the case study serve as a platform for future research and as such narrow the gap of B2B research.