In B2C (business-to-customer), the customer of the digital era has magical power thanks to the use of several already very popular tools: the smartphone, the payment card, and the opinion.
The key to the understanding of the client is the key to the understanding of the power of the opportunities in which the Internet and modern IT tools have equipped all of Us.
Today, the customers operate in a completely different space-time, having at their disposal goods available 24/7 without leaving home or work.
In addition, the power of the customer’s opinion means that a given company, in the situation of a failure to meet the Client’s expectations can easily fall into a trap from which it is very difficult to get out. The answer to change is to realize the new power that customers have today. That is why it is more and more important to work closely with customers, treating them as part of the company and as an active participant in the game.
In B2B, the Internet has made it extremely easy for customers of the digital era to obtain the necessary information important before making the purchase decision. Today customers often collect the information on their own, without the help of a salesperson or expert. Thus, customers remain anonymous until an initial purchase decision is made. The contact with the client usually takes place when most of the information necessary for the client’s decision has already been collected. The company’s reaction to this state must be active participation in the client’s education and very close cooperation with the potential clients.
Today’s customers take an active part in the media and have the possibility of multi-dimensional and dynamic communication with the brand.
The priority of a successful digital transformation is therefore to build the closest possible relationship with the client.