When your laptop malfunctions, you usually can find a fix on an Apple or Dell user forum within minutes. Consumer-facing (B2C) companies like these and many others have long realized the power of online digital networks to address the questions or issues of their customers. As Bernard Hours, the former COO of Danone, put it, “On the internet, a brand has to become a person, to listen and to answer questions.”
Stop Treating B2B Customers Like Digital Novices
94% of them conduct research online before making a purchase.
May 10, 2016
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New!
HBR Learning
Digital Intelligence Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Digital Intelligence . Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Excel in a world that's being continually transformed by technology.