Chatbots Will Move From B2C to B2B
Gartner predicts that by 2020, customers will manage 85 percent of their relationships with enterprises without human interaction. And one could think that the only market where this is a possibility is in B2C, where Amazon has shown the power of self-service and its ability to improve customer satisfaction. Many believe that a “humanless” experience is not a possibility in B2B sales because of the complexity of the products and systems being sold, and because of the tremendous rate of change in the market. However, there are several aspects of B2B commerce that may make it even better suited to the use of intelligent digital agents on the front lines of the customer relationship.
B2B is different from B2C because companies sell solutions incorporating many products that must interoperate according to technical specifications. In turn, each system must ultimately solve a business problem and deliver ROI. In contrast, in B2C you are typically selling a single point product. B2C sales are often conducted using a simple catalog, whereas B2B sales have traditionally been conducted with human experts providing advice on building solutions. The problem is that the traditional manual B2B sales model does not scale for the seller and it is not the experience that is preferred by the buyer.
Summary: Chatbots can bridge the knowledge gaps that have typically been closed with human manual effort and deliver agility to customers in the B2B buying experience.