Originally posted in Highlands Newsletter on 7/13/2021
The lines between Business-to-Business (B2B) and Business-to-Consumer (B2C) have been blurring for some time now. As the industry evolves and, as selling online becomes a more intrinsic part of the overall proposition, the B2B industry is increasingly looking and acting like a B2C business.
Getting customer feedback has been an advantage that more B2C businesses have taken advantage of for years. Should B2B companies do the same? Not only do other customers base much of their buying decisions off reviews, but the feedback you get from the end-user is invaluable. The data you collect could determine tweaks to your manufacturing processes, modifications to future product lines, and adjustments to your customer service practices, to name a few.
Not being able to reach customers for feedback has usually been a hurdle for B2B, and beyond that, not having the bandwidth to connect with end-users is also a common barrier our clients face. If you’d like to start collecting insights from your customers, we can help.