Cross-Company Customer Journeys: Moving from a Company View to a Cross-company ‘Bigger Picture’

Maj-Britt Galberg-Lund

Student thesis: Master thesis


The purpose of this study was to look into the how customer journeys was represented in the business-to-business marketing literature and from that, exploratively study the conceptual framework of customer journeys in the market. As research has covered through numerous publications within the B2B marketing literature and equal balance between the economic impact which the B2B market has is not equally represented in the literature. It was then, further a purpose within this study to make an initial step in that direction and generate knowledge within B2B marketing literature when it comes to customer journeys.
The methodology of this study was a mixture of grounded theory approach through usage of the Delphi method, to thoroughly study customer journeys and how customer experience and an optimal journey is secured across stakeholders.
The findings concluded that working with any aspect of the customer journey in a B2B market is a complex matter. But in order to grasp the complexity of customer journeys it was through the in-depth interviews with the Delphi Expert panel, based that in order to secure an optimal journey for a client in the B2B marketing industry, companies needed to keep ‘the bigger picture’ in mind at all times. ‘The bigger picture’ was through the grounded theory coding determined by simplifying the customer journey and continuously be truly customer centric. In order to simplify the customer journey while being continuously customer centric was then determined through the value proposition of a given company.
Practical implications were determined through a conceptual framework of one guiding star, being ‘the bigger picture’ determined through ‘simplifying the customer journey’ and create ‘continuously customer centricity’ through the value proposition.
Theoretical implications were then argued to be the further emphasis on bridging the gap between B2B marketing literature and practitioners in order to fulfill the purpose that literature initially has, to generate knowledge and prepare the future talent, of business markets, for their position in it.
Contribution this study contributed to the B2B marketing literature by initially generating a conceptual framework for working with customer journeys in a B2B field, based on an extensive range of practitioners’ expert knowledge. What this study then further contributed with was further research opportunities to assess the conceptual framework in different settings across industries and markets. Lastly this study contributed to the initial step of generating literature which contributes not only to the understanding of customer journeys in a B2B marketing setting but further to the practitioners own understanding of working with customer journeys in the future.

EducationsMSocSc in Service Management, (Graduate Programme) Final Thesis
Publication date2020
Number of pages437
SupervisorsMogens Bjerre