‘These 10 B2B companies have pivoted their businesses to continue to offer great customer experiences, even in uncertain times.
1. ZOOM OFFERS SEGMENTED TRAINING
Perhaps the biggest B2B player in the pandemic has been Zoom, which has pivoted from a business communication tool to a vital part of all COVID communication. Zoom has extended its reach to consumers while solidifying its business outreach and doubling down on security. Zoom also prioritized education by teaching its millions of new users how to use the tool with specialized training content for things like teaching, visiting with friends and working remotely.
2. MAVEN HEALTH SWITCHES TO B2C TELEMEDICINE
Telehealth startup Maven Health focuses primarily on working with HR departments to improve health coverage for women’s health issues. But with the pandemic putting pregnant women into a new state of anxiety, Maven Health pivoted to better serve customers directly. The company switched its B2B approach to instead focus directly on customers to reach their OBGYNs virtually. Maven Health partnered with other organizations to offer free telemedicine appointments for women with COVID-19 symptoms.
3. FEDEX OFFERS RESOURCES FOR SMALL BUSINESS OWNERS
Shipping was thrown into disarray with COVID, and many supply chains are still adjusting. FedEx, known for being one of the most trusted B2B companies, created numerous resources for small business owners, including templates for COVID signage, shipping discounts and expert advice and best practices. The company moved beyond just shipping to provide resources and guidance for the many new challenges small businesses face.
4. GRAINGER TRANSITIONS TO SAFETY PRODUCTS
Grainger is known for providing B2B motors, but it quickly pivoted to meet the needs of customers. Grainger now prioritizes selling products that help its customers keep their businesses operating safely, including supplies to encourage social distancing and working from home. The company is focusing on the products customers currently need instead of its usual best-sellers. Grainger has also shifted primarily to ecommerce and connecting with customers virtually, while still listening to their needs and providing personalized service.
5. MONDAY.COM GIVES SUPPORT TO REMOTE TEAMS
The work operating system provider got a boost from millions of people working from home and pivoted to create more resources for remote teams. Monday.com created a new portal with resources for remote teams, including tips on collaboration and organization. The Monday.com team put all hands on deck to answer customer questions and provide personalized outreach and support during the transition.
6. HEALTHCARESOURCE PROVIDES PANDEMIC-SPECIFIC TOOLS FOR HOSPITALS
The healthcare industry is at the center of the COVID pandemic, and many hospitals and clinics face issues keeping their positions staffed and trained, especially as needs and funding ebb and flow. Talent management software company HealthcareSource created pandemic-specific content for hospitals in flux with resources on hiring and onboarding new employees through webinars, an online community and personalized advice.
7. BANK OF AMERICA EASES SMALL BUSINESS REGULATIONS
As many businesses struggle to pay the bills, Bank of America committed millions of dollars to support small businesses. It also facilitated PPP loans through the government, created online resources to answer common questions and opened the door for direct communication with business banking leaders. Bank of America also prioritized its mobile app and online banking capabilities so business customers could seamlessly access their accounts even as branches were closed.
8. VERIZON ADDS VIDEOCONFERENCING TOOL
Verizon added to its arsenal of business communication tools by unveiling BlueJeans by Verizon, a video conferencing and event tool and integrating the service into its 5G roadmap. To assist with the rollout, Verizon offered personalized support to businesses to set up BlueJeans. The system added another tool for business customers to stay connected without having to expand to outside tools.
9. EXPORT DEVELOPMENT CANADA ANSWERS INTERNATIONAL QUESTIONS
EDC provides insurance and financial services to investors and exporters in Canada. Knowing that its customers would have questions about how to manage risks and their global investments, the company unveiled a hub of COVID-related content to help customers stay on top of new information and be informed to make the best business decisions in uncertain times.
10. SLACK SHOWCASES NATIONWIDE SURVEY
Collaboration company Slack wanted its business customers to know they aren’t alone in the strange new world of working from home, so it created a report and nationwide survey about remote work. The takeaways provide information and best practices for other businesses, as well as give insights about collaboration tools. As companies transition to a new way of working, having trusted resources and a community to pull from can provide peace of mind.
Although B2B companies have been forced to change directions and find new approaches, keeping customers first is still crucial. These companies show the value of prioritizing customer experience, even during trying times.’
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