{"id":4283,"date":"2019-09-11T17:01:37","date_gmt":"2019-09-11T16:01:37","guid":{"rendered":"http:\/\/whataboutthecustomer.com\/?p=4283"},"modified":"2019-09-11T17:04:49","modified_gmt":"2019-09-11T16:04:49","slug":"linking-digital-transformation-and-customer-centricity-in-b2b","status":"publish","type":"post","link":"https:\/\/whataboutthecustomer.com\/de\/2019\/linking-digital-transformation-and-customer-centricity-in-b2b\/","title":{"rendered":"Linking digital transformation and customer centricity in B2B"},"content":{"rendered":"\n

The big question of many marketing and sales managers is how to choose technology wisely and what this has to do with customer centricity. The wealth of technological solutions is growing rapidly in all business areas; including marketing and sales. This makes it difficult to determine the right path of digital transformation and to understand how this is all linked to customer centricity. In our daily life, we observe that many marketing and sales managers feel overwhelmed by the sheer number of new possibilities. Some therefore choose to push technological decisions out into the future and forego opportunities. Others struggle with making the right tech decisions and end up making unfortunate choices that come back to haunt them soon after. <\/p>\n\n\n\n

In a recent\narticle David Dubois, a professor of marketing at INSEAD business school, analyses\nthe process behind technology investment decisions of successful B2B companies.\nHe confirms that a customer-centric mindset and data-driven marketing\ncapabilities are vital. Combining some of his main points with our experience,\nhere are a few main take-aways:<\/p>\n\n\n\n

Key take-aways<\/h4>\n\n\n\n
  1. Having mutually value-creating\nrelationships with customers is a prerequisite in B2B.<\/li>
  2. This requires the company to have an\nintimate understanding of its various customer segments that goes far beyond\ndemographics and transactional information.<\/li>
  3. The company needs to make a\nconscious decision about what kind of relationship it wishes to have with each customer\nsegment.<\/li>
  4. This will build the basis that drives\nthe choice of technology for supporting the chosen relationship type(s).<\/li>
  5. Hence, customer centricity drives digital\ntransformation.<\/li><\/ol>\n\n\n\n

    In essence, this means that decision-makers need a much greater understanding of their customers than of technology when they think about digital transformation in marketing and sales. Hence, not much has changed for marketing and sales managers. Keep the customer in the centre of your attention \u2013 or in other words live and breathe customer centricity \u2013 and you\u2019ll do just fine.<\/p>\n\n\n\n

    Read the original article by Prof. Dubois here<\/a> or refer to one of our earlier blog posts on a related topic here<\/a>. <\/p>\n","protected":false},"excerpt":{"rendered":"

    The big question for many marketing and sales managers is how to choose technology wisely and what this has to do with customer centricity. This article gives some helpful hints.<\/p>\n","protected":false},"author":1,"featured_media":4285,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[56,89,101],"yoast_head":"\nLinking digital transformation and customer centricity in B2B | WATC Consulting AG<\/title>\n<meta name=\"description\" content=\"Many marketing and sales managers wonder how to drive digital transformation and customer centricity wisely. 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