Sales Trend 10 of the Barrett 12 Sales Trends Report for 2023 is about the importance of designing human-centred buying-selling-servicing processes.
In 30 seconds
Buying-selling-servicing processes are the collection of interactions that take place between buyers and sellers. In B2B, these processes often lack structure, relying on personalities rather than procedures, risking client retention. B2C giants prioritise digital channels, often neglecting the customer experience.
To address these issues, businesses are embracing human-centred engagement and design. They seek to create less stressful, more meaningful interactions that consider ease and meaning for customers. The Net Easy Score (NES) measures interaction simplicity, while human-centred design focuses on understanding people’s needs and motivations.
These approaches shift away from rigid processes, emphasising human interactions, and balancing digital and in-person engagement.
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