08/10/2020

During COVID-19, Redefine the B2B Experience

It's time to start emerging from crisis response mode

By now, most business leaders have absorbed the initial shock of COVID-19 and realized that it’s time to start emerging from crisis response mode. But navigating this uncertain middle ground — the constantly shifting conditions and the unknown outcomes and time frames — requires a balance of sensitivity and agility.

This is as true for B2B companies as it is for B2Cs. Now is the time to reflect on what has been working for your clients and what has not and use those findings to elevate customer touchpoints, develop innovation, and deploy effective strategies. By doing so, your business will establish positive, long-term relationships with customers, internal and external, that will foster sustained mutual benefits.

Focus on “Serve” Instead of “Sell”

Many large B2B companies, during the past two decades, have shifted their operating model to focus on long-term customer success rather than near-term sales. Under this model, success is measured not by the number of units sold but by the rate of adoption of products sold and the depth of customer engagement. This sales-to-service shift gives B2B companies an advantage — which carries benefits during these unprecedented times. Small and medium B2B enterprises can benefit from pivoting to a customer-success model as their larger B2B counterparts have done.

Please select this link to read the complete blog post from OSAE Member Infintech.