Mémoire-projet

Abstract

This thesis accompanies the strategic transformation of Actia Telematics Services, a Belgian company specializing in fleet management solutions. Historically operating under an indirect B2B2B model, ATS is now shifting toward a direct B2B approach to regain control over customer relationships, enhance the perceived value of its service offering, and strengthen its competitiveness in the Belgian market. The central research question guiding this thesis is the following: « How can ATS successfully transition to a direct B2B model through a differentiated service strategy in the Belgian fleet management solutions market ? » To answer this, a qualitative and exploratory methodology was adopted, combining a structured literature review on B2B service marketing, service-based differentiation, customer orientation, perceived value creation, and servitization models, with six semi-structured interviews conducted with both internal and external professionals. The findings reveal a shared ambition to build more direct, personalized, and value-driven relationships with end clients. However, key challenges remain, including limited internal structuring, insufficient tooling, CRM-ERP integration, and the need to foster a stronger customer-centric culture. By cross-analyzing internal feedback and external best practices within a SWOT framework, this study formulates three concrete and scalable recommendations: clarification of the offer, structuring customer relationships and mobilization of internal resources through improved coordination and governance. Each recommendation includes SMART objectives, KPIs, and conditions for operational scalability. Ultimately, this thesis provides both a strategic roadmap for ATS and an academic contribution to the understanding of servitization in B2B contexts. It highlights the organizational, relational, and cultural levers necessary for a successful shift to a direct service-driven model.