Today, every B2B omnichannel retail user experience is expected to be seamless, without boundaries for users, with well-aligned journeys and a fully integrated experience across all channels. But can one truly achieve that in a big company, with a huge history and complex processes, while keeping customers happy and engaged?

Rehan Saleem, Product Manager, and Tobias Schröder, Ph.D., Product Manager, joined me in a conversation on the show floor at Sitecore Symposium 2022 about powering brand experiences. At the event, their presentation, "How to (not) ruin a B2B organization," focused on the challenges of creating and maintaining a seamless user experience and keeping a great relationship with our customers.

Tobias and Rehan share with me how their teams manage to build human-centered solutions while handling business models and METRO shops in 23 countries. We also discuss personalization technology and experience platforms.