The Business to Customer Model (B2C)
While the dialogue in the B2B model follows a linear and constant procedure, in the case of the B2C model, the interaction between the business and the client can be seen as a “curved line” and more freeform method. The most popular B2C models can be seen in retail chains, restaurants and care services. In this model, the customer is the direct receiver of a company’s services.
The customer is an emotional, unprofessional and oftentimes uninformed person. He is part of a larger group of customers, and that group is your target market. The trick is that each member of your target market has a different personality with diverse likes and dislikes. Also, they may be of different ages and educational levels; this means that you have to learn to speak to a larger crowd and create a business story that a lot of different people can relate to. While B2B is all about being professional, B2C is all about being creative. When B2B requires a stable environment, B2C requires a flexible and fast environment.
What happens during a B2C dialogue?
- One-sided procedures. The procedures take a shorter time because only the provider of the services follows a bureaucratic process.
- Faster decisions. Since customer preferences change at a rapid pace, the decisions at the management and employee level have to be made quickly.
- Simple vocabulary. Because the other party involved in the dialogue is a large group of people with varying characteristics, the vocabulary has to be simple, popular, and positive so that it can be understood by everybody in the group.
- Solution-focused. Even though the B2C model doesn’t require as much expertise from either the customer or the provider, the provider still has to be focused on solving the client’s problems in a simple and fast way.
- Open, friendly behavior. Professionalism in the B2C model is defined by high communication skills, adaptable to different personalities and situations. The behavior of the provider has to be friendly and open in order to show the customer care and gratitude.
- Short and appealing content. The marketing content for the B2C model must be short and impressive. The provider creates stories that the client can relate to. The marketing content has to attract the buyer right away.
- Flexible deadlines. Deadlines exist for any type of project; however, when it comes to B2C projects, the deadlines can move according to the desires and needs of the customer.
As you can see by comparing the two lists, the B2C model requires a much more fast and flexible environment, and professionalism goes hand in hand with creativity.
The B2C and B2B models are both practical for the business world. When you decide which one to use, you need to be aware of the competitors in your industry. By keeping a close eye on the changes in the business environment, you can adapt your way of doing business in order to win a competitive advantage.
For example, let’s say you work in the oil and gas industry. You provide maintenance and distribution services for specialized vehicles. Your competitors have created a professional and rigid business dialogue in the industry which is suitable for a B2B model (the B2B model is usually used in major technical industries). However, if you want to become stronger than your competition, you have to come up with creative ways to grow; this means that you have to borrow some features from the B2C model and adapt them to your industry. The features that you could borrow from the B2C model include using more eco-friendly speech with your business partners – for example, your business offers distribution and maintenance services and you are also involved in nature preservation projects and educational charities for small children. Coming up with this type of practice shows that you are professional and caring, and thus you are utilizing both the B2B and B2C models.