Is Customer Loyalty Dead in B2B eCommerce?
Do companies now need to decide whether they’re going to Win the Customer and focus on building long-term loyalty, or should they assume that customers will no longer be loyal and try to Win the Moment while fighting for every transaction?
On December 14th, two teams of B2B eCommerce practitioners will take to the ring to grapple over the state of customer loyalty. Best of all, at the end YOU will get to decide who won!
- Do the growing number of Millennials and Gen Z’ers now entering the B2B buying ranks have the same view of customer loyalty as the generations before them?
- Can B2B companies create the emotional response necessary to build long-term customer loyalty?
- Can loyalty be created through brand campaigns, or is it only created through the customer purchasing experience?
- Can investing in customer service and sales enablement help build loyalty, or do the vast majority of customers want an entirely self-service experience?
- Does the growth of online purchasing lower the barrier to purchasing from new vendors? Is there any way to combat this? Is there still value in having a well-established B2B brand or is online buying really just all about price and availability (and Amazon)?