Mapping the value chain reveals opportunities to enhance customer satisfaction in the B2B sector
Study analyzes how understanding customer activities can reveal vulnerabilities and drive growth strategies in complex markets
Article by Luiz Fernando Machado, Ph.D. from FGV EAESP, and Leandro Angotti Guissoni, professor at FGV EAESP, published in the journal GV Executivo, presents an unprecedented 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 carried out by customers before, during, and after the purchase, identifying points of dissatisfaction and strategic opportunities to enhance results.
With more demanding consumers empowered by technological advancement, companies are under pressure to adopt customer-centric approaches. However, the literature still explores little how these practices behave in B2B environments, characterized by multiple decision-makers, complex structures, and dependence on indirect distribution channels.
The research utilized action-research methodology in a leading manufacturer in Latin America in the segment of preventing hospital infections. With interviews conducted in large hospitals, it was possible to map six macro-activities of the value chain — need, evaluation, choice, purchase, use, and disposal — and measure the satisfaction of professionals involved at different stages.
The analysis identified weak links in the process, especially in waste disposal, an activity that was neither performed by the company nor distributors but was outsourced by hospitals. Based on this diagnosis, a pilot intervention was conducted offering reverse logistics service, tested in groups of hospitals and evaluated for its impact on customer experience.
The study demonstrates that applying CVC in B2B can reveal vulnerabilities invisible to traditional metrics and inform strategic decisions such as service internalization, partnerships, or acquisitions. The authors highlight that by filling gaps in the value chain, companies can increase customer satisfaction, strengthen relationships, and reduce space for new competitors.
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