Technology is moving at such a rapid pace and offers such opportunity in a B2B setting that it’s easy to get caught up in it:
- We can turn our websites into a vast reference library where customers can find the answer to any question they have.
- We can configure our phone system to take voice commands and provide menus for every situation.
- We can implement CRM systems so that we can form a complete history of customer interactions.
And yet our customers are most likely to buy from us because of personal interactions. A knowledgeable human at the other end of the line. A salesperson that proves herself a resource during a face-to-face conversation.
Some businesses are built around removing human interaction by serving the masses via automation and by creating a self-service environment. But if your business is dependent on a customer dialogue, make sure the technology you invest in enables and enriches conversation and collaboration.
There are endless software and app options that can make both inside and outside people more responsive and more knowledgeable. Just be clear on whether your goal is to reduce the number of customer touches or to use technology to give a more personal touch.