By MINNA DAHLSTRÖM
B2B Customer Experience in the Era of Servitization
As consumers, we are already used to user-friendly applications, expect very short lead times to be served and assume transparency to follow processing of our orders, etc. Digitalization and new technologies capitalized by new service providers have changed the level of our expectations in consumer services – easy access to customized services, anywhere and any time.
In business to business (B2B) context we are used to get much less. Until now, we have been satisfied to
- use cumbersome applications which require useless clicking here and there
- send support requests to mailboxes which are like black holes, and
- be served according to the ‘best effort’ not knowing what is the status of our request.
But the expected customer experience is starting to change in B2B as well, led by the transformation in consumer business (B2C).
Digitalization and new technologies have changed drastically the expected customer experience in consumer services – the change in B2B services has started as well.
Servitization is here – business is transforming into services on the road to digitalization. Even the most traditional industrial manufacturers are transforming into output- and performance-based service businesses driven by rapid technological change. Worldwide disruption of Covid-19 has accelerated this development significantly with a global shift to remote-work environments.
This Fourth Industrial Revolution is driven by software and data. In addition, service providers operate in dynamic service ecosystems. When the change in business model requires totally new model to operate, it requires also agile and flexible ICT capabilities.
Are you ready to move to the next level of customer experience in B2B services?
Enhancing user experience in B2B services is urgent in many companies. In order to have frictionless and positive user experience, user centricity should be driving the development. However, current reality is far too often system or process centricity instead of user centricity.
For the most innovative and digitally native businesses this is a huge opportunity. According to World Economic Forum, digitally enabled services make trade more inclusive to micro, small- and medium-sized enterprises, which make 90% of the total worldwide. It is also an opportunity to think big as digitalization is key to facilitate internationalization of SMBs.
United Kingdom, United States and Australia were the top three countries in new business formation growth in 2020 according to a research done by Mastercard. Are you ready for new rivals delivering the next level of user experience?