Customer Centricity in a B2B environment

The customer comes first

One word we all know by now is that of "customer centricity". It has recently become clear to us that the customer comes first and that we have to focus on who he is, what he wants and where his problems and challenges lie. We are gradually learning to speak the language of our customer so that he or she feels addressed by our brand, our story and our mission.

However, it strikes me that we are now gradually applying 'customer centricity' in a B2C environment, but can still make a lot of progress in a B2B environment, exponential progression, I would even say.

Lost in translation

The developers of these new technologies are very quick to talk about new applications, predominantly using a digital language permeated with software jargon. Take "blockchain" for example. If you ask what this means, within a minute you will get a story about "encrypting", "ledgers" and "bitcoins" but no answer in plain language explaining what this technology really is.

When I have to explain the application for blockchain to manufacturing companies, I often start my explanation from data. After all, many companies still have to learn what the true value of data is for their company and especially focus on connecting this data that is currently still too much hidden in separate silos. Once they understand this step, you can move towards possibilities such as blockchain and even artificial intelligence and they start to think proactively.

As a result, many manufacturing companies struggle with these terms and continue to find it difficult to read in concrete, understandable terms from the wealth of information which advantages or possibilities these innovations bring. And there lies an exponential range of extra applications.

Customer Centricity in B2B

If we could all explain these new technologies more in the language of our companies, then we would be able to step into a model of co-creation much more easily because these manufacturing companies know better than anyone where their problems and challenges lie. There is only a great distance between the communication of both parties. However, I am convinced that it can be bridged exponentially quickly and that only then will we reach the full potential of all the evolutions that are happening now and that will benefit everyone.

Hence my plea to further develop the concept of 'Customer Centricity' in B2B and to work together on more accessible communication around the new technologies so that we can expand the group of future builders and make the step to change more feasible.