![](https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=400&s=8dd1f86617bbd88aff419a65a2bdb5ea 400w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=31b350714950192567b7d46b2e4cba2d 600w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=a6df09b81acf54dad10889d8e999f302 800w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=bea230091bf06c5584d619137fbe01f9 1000w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=63fff0c1e86ae13a956ca47d1ac569b3 1200w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=4284031402b46e6cb6343decf86d7f9a 1400w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=44a3fb24948ee9c1098c56269aaf1aeb 1600w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=134f831140e0db652d144f413a3f87ca 1800w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=769bf0c054b3c39fbe7de8b266151167 2000w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=e14acce920c7fc5c094b46a846752a78 2200w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=1a0fff3f751c4e5e9ba9fdc065146410 2400w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=833e3ad98a1e96878f8e519a79740935 2600w)
How do you create a complete picture of a B2B company’s customer experience that fosters changes in its commercial strategy and simultaneously creates a unique customer journey with a human perspective?
![](https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=c99b068d9680b1f10b18224e103d0c94 600w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=4c707ecb6550c8de11cd5c7ff827ff08 800w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=1ef394fddce91c34e23c857049850318 1000w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=6e3ea0c3e165441183fafd8303ad4cf2 1200w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=e23626942656ec2f28dc669f62bd0f91 1400w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=66a2149cda4fd59ad23aa28bf0641e9d 1600w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=9fabf96579020edde9aebfebc0a15307 1800w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=adec287a118812657dfd637b4f29cf30 2000w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=f8058ff2d8b3f512c717784cc78f7c56 2200w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=f31ddd2fc8b2c0f70cf4b14b61ce3053 2400w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=68fe4a192f865ac99bb8749b1d1d3820 2600w)
Eurofred Group, a leading company in B2B distribution of domestic and professional air conditioning equipment, embarked on a significant digital transformation journey three years ago with the creation of a customer experience (CX) team. This CX unit served as a central pillar of the transformation by enhancing the customer relationship model at every stage of the journey and optimising assets to deliver maximum value to both the customer and the organisation.
In 2020, Eurofred’s corporate focus shifted from a product-centric to a people-centric approach. This transformation involved redirecting its resources towards human-centric, rather than purely digital, experiences. In the process, Eurofred utilised mature teams and customised the entire customer experience based on a deep understanding of customer needs.
Four pillars underpinned the transformation:
→ The establishment of a CX department
→ Addressing customer pain points
→ Actively listening to customers at all moments all across the journey
→ Involving internal teams.
![](https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=b02cb31b3245c8a81b95e6c62737fa4d 600w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=338e710c68f51c8851f52bfee849a255 800w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=a03c9949bbfc197513f8613fb189833e 1000w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=3cbe21da7f68bd61df668230b94bb3af 1200w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=10b0aa1b455f2838a3c879d9579fb598 1400w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=34cfcd4bb7ef23ae94460fe16f9f74c7 1600w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=3284c910aa8315ccbe3c187b31e65662 1800w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=ad5860e5c366f79d89a61d6f18ee32f4 2000w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=31c194a7690cb7cbff06a077f43fae4e 2200w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=19d47af4f88dd3db04b6e83543117ec1 2400w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=f97725dc923eb23f2cc1baf689d5fcd7 2600w)
What sets Eurofred apart from the norm is their digitalisation approach, grounded in a strong emphasis on personalised, human-centric interactions at every touchpoint. The groundwork for Eurofred’s digital strategy was laid through comprehensive data-driven analysis of key pain points in the customer journey, enabling Eurofred to strategically prioritise their digital initiatives.
![](https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-4.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=da2f9da2e065c7c8395d54827918d089 600w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-4.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=bdd2b449eef8f37ba34eeb1c3d86e90d 800w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-4.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=3f43858466b1557c501dd0d26610784c 1000w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-4.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=09036b8eeca5ff4fa8adb297292da597 1200w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-4.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=fa973d8a71150625923e4d47cb814ca5 1400w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-4.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=2f1e2ad976aac1507a59b355421043f4 1600w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-4.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=a9381106dd7cc0bc010734a2335a3fa2 1800w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-4.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=99e61c77ca3b22cb6a196f5a914d2a10 2000w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-4.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=1d2482440b4cf64853d13b92e5024a57 2200w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-4.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=5b40a0c1f23dda18280f258ec03e98bb 2400w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-4.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=aa3c7ec8edd6d5eecfe60f76b3c6f721 2600w)
This perspective empowered Eurofred’s committed and engaged frontline team to initiate conversations, identifying areas for improvement and guiding transformative solutions during the process. As a result of this customer-centric knowledge, Eurofred has strengthened its sales network and support teams to provide individualised support throughout the entire commercial journey, from pre-sales and sales to post-sales services.
![](https://designit-web.imgix.net/images/Case-studies/Eurofred/04.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=56effced59ca9781bc5719d89eef335d 600w, https://designit-web.imgix.net/images/Case-studies/Eurofred/04.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=4d7857ecd8597b123d79a4958a3aaf9e 800w, https://designit-web.imgix.net/images/Case-studies/Eurofred/04.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=fb85c03698a22740d62871a3fb81bf45 1000w, https://designit-web.imgix.net/images/Case-studies/Eurofred/04.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=52ab5467c70b361e267ccf98fb9bb5af 1200w, https://designit-web.imgix.net/images/Case-studies/Eurofred/04.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=53a0aa093588bd04bb27b1c968aded86 1400w, https://designit-web.imgix.net/images/Case-studies/Eurofred/04.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=852c898f5aaf8b3b3603b5c914c5c5c9 1600w, https://designit-web.imgix.net/images/Case-studies/Eurofred/04.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=f5b4a4a24a9d070d3a16e9c7c7f76b5d 1800w, https://designit-web.imgix.net/images/Case-studies/Eurofred/04.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=f21340fc24ea0b2336e8e8f67af65444 2000w, https://designit-web.imgix.net/images/Case-studies/Eurofred/04.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=f7cc97f8d98843c312c1f993be17a191 2200w, https://designit-web.imgix.net/images/Case-studies/Eurofred/04.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=d1e3ad89ab0a5798c62982faf1d516cd 2400w, https://designit-web.imgix.net/images/Case-studies/Eurofred/04.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=182a5f98f471072edbfa77145ac6337a 2600w)
![](https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-5.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=9894be17ddb4a4b24985ad1674ab0997 600w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-5.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=667b9846e5727bab8d2896ad915cd959 800w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-5.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=da8699835b5a0b6aa8d64d30aa49b3cb 1000w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-5.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=3a28d4340a8cebad5449656efc385f33 1200w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-5.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=355cc16f13ab7bf7fbbaf87512665202 1400w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-5.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=6070acb3276c96e09b210b32c427164d 1600w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-5.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=766295dd80f8b48399c12e734429091f 1800w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-5.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=09805a676305ffd4255ff7201655ad1a 2000w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-5.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=b68e83e75ba9d6573f92f2055d810eda 2200w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-5.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=448dd9a4d6c41ba706e9c6312cda6db8 2400w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-5.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=06f5c7cd95a50700dcb823c354140012 2600w)
Formula to transform into a customer-centric culture
After all the processes, Eurofred transformed its culture to be a company customer-centred. They did it through the consolidation of a method for analysing and improving the customer experience, which is founded by the strategic use of Data (unification of customer databases, history, communication and survey platforms) and boosting the soft skills in the team (Collaboration and co-creation in problem-solving and proactivity in customer communication).
Lessons learned
At the end of the process, the Eurofred team assimilated a set of valuable learnings that included:
→ Focusing on four key customer pain points helped prioritise efforts effectively.
→ The search for solutions was built upon existing efforts and investments.
→ Planning and pace of work must be realistic and aligned with the organisation.
→ Employees felt heard and more motivated, fostering collaboration among teams.
→ Overcoming resistance to change was addressed by assigning responsibilities to each team.
→ If there is a lack of internal capacity, having a reliable partner like Designit is essential.
![](https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-7.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=80423f3969c562ddb85437d2545facd8 600w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-7.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=5ad627aecc76b0d1f8cf10b61509cc77 800w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-7.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=8f456605ee704908ab145036a43b5265 1000w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-7.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=c830994759c3fa5dcad61ff5b43e0263 1200w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-7.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=7052bb2574f33d910d04b4aa1808804e 1400w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-7.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=48be99becfe61c2d9fbeafcc6ee60a50 1600w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-7.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=d5433a2af0be22079e2d7f1aa7669be5 1800w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-7.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=fb6e3ec646ad3dcd04cf8a5a82268bb8 2000w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-7.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=1ea832e074a6bf67acc9c55d2052d1b7 2200w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-7.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=fba934c524de2eee5e0cde950395026b 2400w, https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-7.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=0afdf50c0e1a0ce214b1b3d11c283996 2600w)
‘This project marked the beginning of a paradigm shift in Eurofred, transitioning from a product-centric approach to a customer-centric approach. The foundation for this shift lies in actively listening to the customer at every stage of the journey and involving teams in the creation of solutions. This was brought to reality thanks to the expertise and support of Designit.’
![](https://designit-web.imgix.net/images/Case-studies/Eurofred/Eurofred-Chiara-client-headshot.png?auto=compress%2Cformat&crop=focalpoint&cs=srgb&fit=crop&fp-x=0.5&fp-y=0.5&h=160&q=90&w=160&s=cef24c9fb359dd836b8f83b26cfda242)
Chiara Cardinali
Head of Customer Experience, Eurofred
Details
Client
Project team
Contact info for Jesús Sotoca
Insights and Strategy Director
Contact info for Nacho Bergadà
Strategic Design Director,
Madrid
Contact info for Paulina Jara
Contact info for Monse Oliver
Contact info for Juan Alvilares
Contact info for María Ruiz
Get in touch
![](https://designit-web.imgix.net/images/People/Madrid/MAD-Jesus-Sotoca.jpg?auto=compress%2Cformat&crop=focalpoint&cs=srgb&fit=crop&fp-x=0.5&fp-y=0.5&h=493&q=90&w=400&s=2ec889ac7935a76b334588a0791ebf83 400w, https://designit-web.imgix.net/images/People/Madrid/MAD-Jesus-Sotoca.jpg?auto=compress%2Cformat&crop=focalpoint&cs=srgb&fit=crop&fp-x=0.5&fp-y=0.5&h=739&q=90&w=600&s=885d6df1316b4d4ae2e26cf015c56687 600w, https://designit-web.imgix.net/images/People/Madrid/MAD-Jesus-Sotoca.jpg?auto=compress%2Cformat&crop=focalpoint&cs=srgb&fit=crop&fp-x=0.5&fp-y=0.5&h=986&q=90&w=800&s=aff0ad045947050824129c47bde4512a 800w, https://designit-web.imgix.net/images/People/Madrid/MAD-Jesus-Sotoca.jpg?auto=compress%2Cformat&crop=focalpoint&cs=srgb&fit=crop&fp-x=0.5&fp-y=0.5&h=1232&q=90&w=1000&s=79d325cee6a2b9acd37f4bdf95e3da1f 1000w)
Jesús Sotoca
Insights and Strategy Director