Value chain mapping reveals opportunities to increase customer satisfaction in the B2B sector.

An article by Luiz Fernando Machado , PhD from FGV EAESP , and Leandro Angotti Guissoni , professor at FGV EAESP, published in GV Executivo magazine , presents a groundbreaking investigation into the application of the decoupled customer value chain (CVC) in Business-to-Business (B2B) companies. The study examines how to map, in detail, each activity performed by customers before, during, and after the purchase, identifying points of dissatisfaction and strategic opportunities to improve results. 

With consumers becoming more demanding and empowered by technological advancements, companies have been pressured to adopt customer-centric approaches. However, the literature still explores little how these practices perform in B2B environments, characterized by multiple decision-makers, complex structures, and reliance on indirect distribution channels. 

The research employed action research methodology at a leading manufacturer in Latin America in the hospital infection prevention segment. Through interviews conducted in large hospitals, it was possible to map six macro-activities in the value chain—need, evaluation, choice, purchase, use, and disposal—and measure the satisfaction of professionals involved in different stages. 

The analysis identified weak links in the process, especially in waste disposal, an activity that was not carried out by either the company or the distributors, being outsourced by the hospitals. Based on this diagnosis, a pilot intervention offering a reverse logistics service was conducted, tested in groups of hospitals, and evaluated for its impact on customer experience. 

The study demonstrates that applying CVC (Customer Value Chain) in B2B can reveal vulnerabilities invisible to traditional metrics, as well as guide strategic decisions such as internalizing services, partnerships, or acquisitions. The authors highlight that, by filling gaps in the value chain, companies can increase customer satisfaction, strengthen relationships, and reduce the space for new competitors. 

Click here to read the full article.