Customers Choose the Path of Least Resistance. Is That You?
Today’s customers covet convenience. From having groceries delivered to their door, dry cleaning picked up and delivered to their homes, and even the handling of their finances, the majority of everyday needs are solved without lifting a finger. Online bill pay has become so common that most people don’t have a current checkbook. Credit cards are being replaced by cell phones. And online retailers are outpacing brick and mortar retail establishments due to the ease and convenience of customers not having to leave their home. When given the option, customers will choose the path of least resistance to meet their needs. So why - in this world of digital convergence, technological advancements, and streamline automation - has the business-to-business space remained so reluctant to change? The Disconnect I’ve worked in B2B for years, and what has become overwhelmingly clear is that there is a massive disconnect between what the customer Read More