5、麦肯锡数字化与客户体验(b2b)注释.docVIP

2017/8/3 Finding the right digital balance in B2B customer experience | McKinsey Company  Marketing Sales Article April 2017 By Nicolas Maechler, Adina Poenaru, Thilo Rüdt von Collenberg, and Patrick Schulze Growing numbers of B2B companies are focusing on digitization to succeed with customer-centric strategies. Here’s how to get it right. C ustomer-centric strategies, once the preserve of business-to-consumer players like Amazon and Google, are now fundamentally changing the complicated landscape of business-to-business relationships, too. Case in point: the chief executive of a global chemical business produces items that are in such high demand that they are allocated, rather than sold, to customers. Nonetheless, he recently announced at a top-management meeting that the company could no longer afford to deliver “a subpar experience” to its customers and therefore would embark on a customer-experience transformation spanning all functions. Industry-leading B2B companies increasingly respond to intensifying global competition by putting customer-centricity and experience at the heart of their strategy. This often leads to changes in the business model: Monsanto, for example, is transforming itself with an online platform from a supplier of seed and crop- protection products to a productivity partner, providing advice on subjects ranging 1 from product selection to sowing and harvest timing. In the industrial-equipment sector, Atlas Copco is on a similar journey, with a platform supporting customers in the selection, purchase, operation, and maintenance of their equipment. /business-functions/marketing-and-sales/our-insights/finding-the-right-digital-balance-in-b2b-customer-experience 1/12 2017/8/3 Finding the right digital balance in B2B customer experience | McKinsey Company For a large swath of B2B companies across many sectors, the growing influence of customer-experience strategies and the bold moves of customer-centric leaders pose a critical challenge.