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Your customers are seeking out partners that make their work life easier. They want to be able to manage a lot of the research and buying process independently, and they want to reach a human as soon as possible.
McKinsey defines new customer expectations as a “rule of thirds” - a mix of digital self-service (websites, apps, chatbots), remote/virtual human interactions (phone call, email, virtual meetings) , and traditional (in-person meetings, fax, direct mail). In the most current reporting (December, 2021), B2B buyers were pretty evenly divided between these three approaches.