B2B Business will have to become more human. As per the HashingLife.com expert, the current B2B process is too mechanical that doesn’t care much about the customer. Here he opines from a real-life personal experience.
You are interested in a particular tech solution. You engage with a representative of the company. He is the 1st person you meet. You are this person’s man until the sale is made. During the process, you meet the entire leadership. You sign the contract. Now, you are handed over to the next person. The 2nd man, for that requirement gathering session. It is a software license and you need to an integrator to bring it to life and actually start using it. Now you meet a 3rd person. He pitches you integration services. You sign him up as well. Now a 4th person comes in with his team for a requirement gathering discussion. Followed by, product designing, integration, UAT and hopefully commissioning of the platform.
It is a technical deployment after all. You expected a f**k up, didn’t you, it is but natural and acceptable? Yeah! Ok. You look for support. 2 days, 3 days, a week. Pheww! You escalate. A 5th person comes in and introduces himself as the ‘Boss’. You engage with him and get an assurance.
By this time the 1st person, you remember that guy who sold you the product? Yeah! faintly? Is missing. Do you need him? Ok, seek an appointment, if he is available. Suddenly, you get to meet the big boss, he knows of the problem. Kind of. Has that idea of how to fix the issue. Now you praying that all goes well. And you wish to finally deploy the solution.
Welcome to the world of B2B. Does it work this way only? What is everyone’s experience?
What about relationship management? What about after sales service? The human element is missing in most of the B2B transactions.
Isn’t it what we read was true – “acquiring a new customer is much expensive than retaining a new one”. For that, B2B business will have to be more human
Am still hopeful. Things will change.