Unifying B2B and B2C Journeys: An Enterprise Relationship Management Transformation

Challenge

The digital ecosystem spanned a wide range of business and consumer touchpoints, but these interactions were fragmented across disconnected systems. This fragmentation made it difficult to: - Deliver a consistent, connected experience across B2B and B2C audiences - Centralize digital, CRM, and customer/consumer interactions into one coherent technology foundation - Secure the business alignment and funding needed to support an enterprise-wide transformation - Modernize a large portfolio of digital touchpoints to meet evolving user expectations, particularly on mobile

Approach

The transformation was driven from strategy through execution, combining customer insight, business case development, and hands-on delivery leadership: - Insight-led strategy. Used customer insights to shape an ERM strategy that connected B2B and B2C user journeys. - Business case and funding. Built the business case and secured funding to support the program. - End-to-end delivery. Led the project through to completion, unifying digital, B2B, B2C, and CRM customer/consumer interactions within one centralized technology platform. - Responsive design at scale. Rebuilt and redesigned more than 50 sites with responsive design, ensuring a consistent experience across devices.

Result

By consolidating fragmented B2B and B2C touchpoints into a single, centralized ERM platform, the client delivered a more connected and consistent experience for both business partners and consumers. The shift to responsive design across the site portfolio met users where they increasingly were — on mobile and tablet devices — driving substantial growth in both reach and engagement across the region.