value personalization
An individual approach matters to the vast majority of participants.
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03 / Insights94% 86.7% 80% 63.3%
CustDev: a personalized approach in B2B
How a systems integrator can build partnerships with large businesses. We explored the experience and expectations of executives responsible for IT decisions.
Moscow, Russia · 2026ClientKPBS · Systems integration
TimelineDecember 2025 — February 2026
MethodCustDev · 45–60 minutes
KPBS is a Russian systems integrator delivering infrastructure and software projects for enterprise and public-sector clients. Its 2024 revenue exceeded RUB 1 billion.
01 / Challenge
Can personalization become a competitive advantage?
The client wanted to understand how companies choose an IT partner and how much flexibility, empathy and honest communication matter. We explored what turns a supplier relationship into a long-term partnership.
Who we interviewed
30 C-level executives, including CIOs, CDTOs, CEOs and other decision-makers. Participant companies had annual revenue above RUB 4 billion. The average participant age was 40.2.
02 / Approach
How we conducted the research
- 01
Preparation
Created a semi-structured interview guide and defined participant screening criteria.
- 02
Recruitment
Selected executives with relevant experience of choosing and working with systems integrators.
- 03
Interviews
Held 30 online interviews via Yandex Telemost, each lasting 45–60 minutes.
- 04
Analysis
Transcribed and clustered responses to identify recurring motivations, expectations and barriers.
C-LEVEL / 30
Decision-makers from leading organizations
The sample included IT and digital transformation leaders from commercial businesses, universities and public organizations.
Organizations and participant roles +
- Lenta GroupIT Director
- Yandex FactoryIT Director
- SberbankDigital Transformation Project Lead
- MIPTDigital Transformation Director
- Lemana PROIT Director
- OKBM AfrikantovAI Competence Center Lead
- YUGMKManagement Company Infrastructure Lead
- Kazan Federal UniversityIT and Communications Director
- MSU-1 / FSK GroupCIO
- LAVR Trading HouseCIO
- Mirriko GroupIT Director
- Valenta PharmIT Director
- Gorky ParkIT Department Director
- AlfaStrakhovanieIT Department Director
- KeptIT Director
What mattered to clients
highlight the human factor
Personal relationships and the quality of interaction influence partner selection.
highlight proactivity
Clients expect initiative and attention to their business needs.
value transparent communication
Openness is particularly important when a project encounters difficulties.
Technical competence sets the entry threshold. Beyond it, human relationships become a differentiator. For enterprise clients, personalization means understanding their industry and risks, anticipating problems and communicating openly when difficulties arise.
04 / Deliverables
What the client received
The findings were delivered in a detailed 184-page research report and a 52-slide presentation. These materials outline B2B client expectations and support the development of a personalized approach.
184Research report
52Team presentation
RESEARCH MATERIALS
Selected research slides
Original presentation slides in Russian. Select a slide to enlarge it.
FROM INSIGHT TO ACTION
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