The traditional B2B Customer is changing. The distinction between business user and consumer itself is blending. With an increasing mobile workforce who use smart phones and tablets as well as the practice of Bring-Your-Own-Device, products and services now exist where the user decides whether it’s used for business or personal use, and floats between the two. This customer wants the splash and accessibility that has traditionally been the realm of B2C, while retaining the professionalism and reliability of a B2B offering.
I had a huge problem this winter with the heating in my condominium apartment. It was made all the more unbearable because my engagement with the people who were responsible to fix it was way below par. I usually try to write a post that reflects positively on what to do – this prompted me to write a few basics on what you shouldn’t do.
Experience Mapping – whether on behave of the user or customer – is a relatively new concept . So there aren’t a lot of automated tools out there to do this. What you do find is that this is often offered as a consulting service or done as an occasional exercise by internal teams.
While in general I believe this to be true, I see it as more of a shift in paradigm in how companies engage with their customers and scale their business. I believe its occurring because customer requirements for engagement are changing. I also think that the blurring occurs differently in the various layers of the engagement, such as marketing, sales, procurement and customer service. Rather than a blending of styles, I believe that the traditional forms of business are learning from each other. I will expand on these ideas in future related posts.