Mémoire-projet

Abstract

The digital transformation of B2B and B2G companies is profoundly redefining the standards of customer relationships. In a context where products are becoming increasingly standardized, service quality and the fluidity of the customer experience are emerging as key drivers of differentiation. This thesis is part of this dynamic and was conducted within Schréder, an international group specializing in outdoor lighting solutions, present in more than 70 markets. Faced with fragmented internal practices, a lack of traceability, and growing customer expectations, this work examines how a digital customer portal can address these challenges, in alignment with the company’s transformation ambitions driven by the SWORD program. Six key tensions were explored. First, the balance between digital tools and human relationships: improving service without weakening the human connection. Second, the issue of trust, security, and transparency: ensuring security without adding complexity, and understanding the role of transparency in building trust. The third tension lies between standardization and personalization: balancing a common foundation with adaptation to user needs. The fourth concerns the prioritization of features based on value, feasibility, and competitive advantage. The fifth addresses adoption, focusing on user involvement and change management. Finally, the sixth relates to user experience, with the objective of designing an interface that is simple, efficient, and suited to professional use. These questions were explored through a rigorous triangulation of academic literature, competitive benchmarking, and a qualitative study conducted with international clients, thus providing an analytical framework transferable to other organizations facing similar challenges. Ultimately, this thesis demonstrates that digital transformation is a strategic project, going far beyond technological implementation. It offers B2B and B2G companies a structured framework for rethinking the digitalization of customer relationships as a lever for sustainable value creation, customer loyalty, and competitive differentiation.