The results of a recent McKinsey study demonstrate the inexorable changes of customer behavior in the digital age. About 50 percent of all B2B customers prefer online-based interaction to face-to-face contact with sales representatives. As personal contact looses its relevance, how can companies gain customers and develop their relationships?
In essence, it works similarly in the physical world: you win new clients if you can compellingly convey the value and benefit of your offering. You secure the loyalty of your customers if you can continute to delight them. The only thing that changes when working in the digital age, is the approach. Megatrends like connectivity, mobility and individualization influence people’s behavior permanently and determine their expectations of companies. New technologies can help companies exceed the expectations of their customers, as long as they really meet their needs. Technology follows customer needs is the winning formula.
Here are three ways that B2B businesses can improve contact with customers and continue to delight them in the digital age: