What the region’s B2B businesses can learn from B2C models

What the region’s B2B businesses can learn from B2C models

We live in the age of “experiences”. A good customer experience can turn a one-off consumer into a loyal brand advocate. Given that we now live in a digital-first world, businesses across the region are investing heavily in building digital capabilities that allow them to adapt quickly to customer demand. This is obvious in the success of B2C companies such as Apple and OSN, but what about B2B organisations? Many see significantly slower growth regionally than fast moving consumer-based online businesses. So, what can B2B enterprises learn from B2C that can accelerate their growth? The first step is to become customer-obsessed. Retailers bond with customers through the nuances of psychology that make them choose a brand and remain loyal to it. Consumers are less tantalised by product features than they are by buying experiences, and e-tailers have capitalised on that. In B2B, enterprises should be emulating this. If they can understand the business their customers operate in — the opportunities and challenges — and design solutions and services that meet these needs and solve those challenges, they are within reach of a winning proposition. The need to nurture relationships is vital in the B2B world. So B2B entities must put