Stop Treating B2B Customers Like Digital Novices
Harvard Business Review
MAY 10, 2016
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.” ” In the B2B world, though, the experience is very different. To tackle the issue, the company created a self-help customer community. What should the company have done instead?
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