What is Relational Continuity

Offering experiences—memorable exchanges and interactions with a brand—has become a top priority for companies of any sector and dimension over the last decades, especially in the light of the advent of digital technologies. However, to date both academic and practitioner attention is mostly limited to B2C contexts, thus calling for a deeper investigation of the opportunities that experiences offer also to B2B firms. After a brief review of the literature on customer experience and the role of digitalization—especially after COVID-19—this chapter focuses on digitally enabled experiences to improve B2B customer relationships. The chapter is based on a three case vignettes analysis that emphasizes how B2B firms can make use of digital tools to craft more effective and impactful customer experiences. Three digitally enabled B2B experiential strategies are identified—downstream empowerment, farsighted customization, and relational flexibility—that ultimately support B2B companies in improving their customer relationships in the long run.