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1、KPMG.Make the Difference.KPMG International|Creating Total ValueConnecting experience and performance to drive growth in B2BContents03220427062814ForewordTotal ExperienceIntroductionTotal PerformanceConclusion and key recommendationsTotal ValueMethodology 2026 Copyright owned by one or more of the K

2、PMG International entities.KPMG International entities provide no services to clients.All rights reserved.ForewordBusiness-to-business(B2B)is experiencing intense digital acceleration,automation,and artificial intelligence(AI)evolution,shifting the focus from isolated interactions to unifying custom

3、er,employee,partner,and digital touchpoints into an integrated whole.In the very near future,value may no longer be derived from experiences delivered by a single function like marketing,sales or service or even a single company but rather the sum of highly proactive and personalized experiences del

4、ivered by an ecosystem of entities focused on the same customer outcomes.A concept we call Total Value.This reflects the convergence of Total Experience and Total Performance:human and digital,the emotional and the measurable.Total Experience unites customer,employee,and partner interactions into a

5、cohesive system,enabling seamless,proactive,and personalized experiences across the entire customer lifecycle.Total Performance refers to the orchestration of inter-function and inter-company front,middle,and back-office operations to deliver tangible business results,productivity,profitability,loya

6、lty,and growth.Our research highlights this transitional B2B environment,revealing that progressive organizations are increasingly treating customer experience as an enterprise-wide discipline.They leverage technology not just for efficiency,but to drive better decisions,cultivate deeper relationshi