What should be B2B Customer Design in 2022

This paper aims to predict the future status quo of B2B customer design in 2022 by analyzing current situations and changes in business environments, customers’ needs, technologies, and companies that are major players in this field.

  1. Customer’s need for establishing a reputation

A case study on eBay (an e-commerce company) shows that most customers will listen to negative reviews until their buying experiences turn out well; they would be eager to leave positive comments because it helps other people make an easy decision about whether or not to buy there. (Schwartz et al., 2002) Furthermore, according to a study on customer loyalty by Harvard Business, 80% of the world’s most profitable companies have a big emphasis on service. They also found that customers who love good services usually ignore bad things because they could switch to another company anytime. In this case, it is critical for B2B companies to make employees meet their clients’ needs in order to gain long-term benefits from them. (Kim et al., 2002)

In addition, as more and more companies see the growth potential of international markets, cross-border trade between South East Asia or China has been rapidly increasing. This causes a problem that many entrepreneurs are trying to solve – how can we find trustworthy partners? According to a survey by KPMG (a professional service company), 30% of the international trade problems are caused by unreliable partners. (Matsu Nobu, 2005) This simply shows that how important a reputation system is in order to establish a long-term relationship with customers.

  1. Customer’s preferences of using products

As technology develops more rapidly than ever before, many start-ups appear and they try to solve problems that enterprises face with technological solutions. For example, Uber did not exist ten years ago; but nowadays it optimizes the car dispatch system for taxi industries. Other examples include Airbnb (room rental) or Zopa (peer-to-peer lending). These companies meet customer needs through products by offering new services which were difficult to implement in the past.

  1. Technologies that are drastically changed recently

Artificial Intelligence (AI) is already used in many industries for tasks that machines can do faster and more precisely than humans. Today, with the help of machine learning, AI can find optimal solutions to problems by looking through huge numbers of data without any limits. (Sea et al., 2005) Furthermore, deep learning has improved greatly since Alex net won ILSVRC (ImageNet Large Scale Visual Recognition Challenge). Not only does it increase accuracy rates with fewer parameters to optimize but also this technology is capable of handling “Big Data”(data set whose size exceeds the processing capacity of conventional computers or storage devices) which is not possible before. (Ali & Butt, 2015) Thus it’s a promising solution to increase accuracy rates of diagnosis or medical treatment. Last but not least, blockchain is a decentralized system where data are stored in multiple nodes and are synchronized simultaneously. (Chang et al., 2014) In this case, all information will be recorded accurately and it can’t be changed easily, which prevents risks of hacking or privacy leakage.

  1. Major players in the B2B customer design industry

The following three companies have big roles in this field: Salesforce, IBM ATS (IBM acquisition API management company), and Google Cloud Platform. They provide solutions for many B2B customers about how to meet their clients’ needs more effectively by using AI or Big Data as mentioned above. For instance, IBM ATS provides an API management service that helps companies to design systems so that they can be easily connected with other businesses. In this case, as it reduces time and cost for developing new products, enterprises will have multiple options to choose from. (Yadav & Nilekani, 2016)

In addition, Google Cloud Platform also provides a good platform for developers to create apps by using various services including machine learning and deep learning. It provides unique features such as easy-to-use APIs (application programming interface), automatic scaling systems, or cheap price plans which are suitable for small businesses. Moreover, Salesforce is a company that has created a CRM (customer relationship management) platform where clients can use the same interface to access all their information from meltblown buyers different channels such as websites, emails, or phone calls. It has been used by many companies in the world to meet their customers’ needs more effectively. (Hansen et al., 2015)

  1. Specific cases where AI is applied in B2B customer design

(1) Customer’s predictive behaviors

AI enables companies to gather the information that is related to clients in real-time and then develop products that solve issues before they happen. (Tiscornia & Icehouse, 2004) For instance, future customer behaviors can be found by analyzing large amounts of data including social media interactions, user behavior on websites,s, etc. through deep learning. As a result, this technology provides valuable information for businesses when making decisions about new products or targeting advertisements. (Calderón et al., 2014)

(2) Automating professional work

AI is used in the case where the number of required employees decreases by automating their tasks through AI like autonomous driving or diagnosis. For instance, it has been used to reduce the time for complex legal cases to be analyzed and it provides news articles related to specific cases.(Yom-Tov & Lakhia, 2014) This technology also helps doctors diagnose cancer more accurately by using imaging data that are gathered from CT or MRI machines. (Yom-Tov et al., 2015) Finally, a famous example of this application is a driverless car that Google has developed recently. In this case, drivers don’t have to worry anymore about accidents as cars will drive themselves safely without having humans inside them.


As the technology is developing rapidly, it has been used more widely across different industries including medical treatment or legal cases by gaining information quickly and accurately to make decisions about new products or services. Additionally, through our future prediction of how AI will be applied in the B2B customer design industry, we can see that it will help reduce the time for gathering information and cost of manufacturing since machines can work without any humans inside them. However, there are some problems such as privacy leakage or hacking that need to be solved before applying this technology to real-life scenarios.


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