How Are B2B Customers Different from Their B2C Counterparts?
Four Key Characteristics That Differentiate B2B Customers from Their B2C Peers
Poor service. High prices. Injustice at best. Seems like these are the hallmarks of some service providers that dominate the landscape. The airline industry. Cable companies. Mobile phone companies. Take a look at Business Insider’s list of companies with the worst customer service. Any of you agree/disagree with me? As a business owner, you cannot help but look at them and know that if you ran your company’s customer service in the way that these companies are run, you would quickly be out of business.
If you think in terms of the Big Picture, you are probably wondering where the competition is that would gobble up market share from these behemoths, providing the level of customer care, support and offerings that you feel that you deserve.
Where is the breakdown? I don’t know. Collusion, perhaps? Stockholder pressure? Incredibly thin margins due to prior decisions such as high pay, great benefits, etc. for staff? Perhaps managing lawsuits and bribing the government, I mean lobbying?
Well, instead of looking at the half-empty glass, what can be learned from the gaps in service?
Looking at some of the tools that some if not all of these companies have embraced in the way of efficiency, we can see a number of tools that are being used that actually create a gap between the customer and completing a transaction. This is not to suggest that there is not a “happy medium” between what is being done and what would look like good customer service.
Let’s explore a few issues that you may or may not agree with.
While there are many other opportunities to create wins for your companies, there continue to be those firms with poor service that help us to identify opportunities to be extraordinary, gaining strategic advantage while raising the bar in the way things are done.
Glass half full? Thanks to the poor performers for providing the examples of what not to do.
Rick Meekins is the Managing Consultant at Aepiphanni, the trusted advisor for business leaders who are seeking forward-thinking solutions to help them plan for and navigate through the challenges of business growth. Our entrepreneurial multidisciplinary team works with clients to develop differentiating solutions and provide direction focused on lasting, strategic results. We exist to help our clients CREATE | DESIGN | BUILD extraordinary businesses.
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Four Key Characteristics That Differentiate B2B Customers from Their B2C Peers
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