Extra-condensed knowledge
- The tough lessons of 2020 will provoke two major developments in B2B, having to do with technology and people.
- The experience of Covid-19 will not – and should not – be lost on companies. After the pandemic, providers will try to boost their resilience in preparation for the next crisis. This will bring about two major developments.
- First, solutions as we now know them are set to become far more complicated and technologically advanced. This will be partly an outgrowth of rising digital transformation, a phenomenon that preceded the pandemic. But it will also be informed by Covid lessons learned the hard way, such as the need for real-time, remote response to customer issues.
- Second, new organisational roles will come to the fore to operationalise innovations in solution design and deployment. For example, in a recent article for SMR – Journal of Service Management Research, Andreas Eggert, Anna Gehring and I looked into the burgeoning field of customer success management (CSM), which is all about ensuring customers recognise and capture the benefits of technologically innovative solutions.
Category 2: The Big Picture of the Digital Age
[genioux fact produced, deduced or extracted from Insead Knowledge]
Type of essential knowledge of this “genioux fact”: Essential Deduced and Extracted Knowledge (EDEK).
Type of validity of the "genioux fact".
- Inherited from sources + Supported by the knowledge of one or more experts.
Authors of the genioux fact
References
The Post-Covid Future of “Everything as a Service”, Wolfgang Ulaga, January 4, 2021, Insead Knowledge.
ABOUT THE AUTHORS
Wolfgang Ulaga works with executives, managers, scholars and students around the globe on building and growing competencies and skills in marketing and sales of products, services and customer solutions, with an emphasis on business-to-business (B2B) markets.
Wolfgang’s executive education activities focus on how companies can achieve marketing and commercial excellence by (co-) creating value for (and with) B2B customers, capture (more) value through better pricing, strategically compete through service excellence, translate data and analytics into digital B2B services that generate revenues and profits, and differentiate from competition through outstanding customer experiences in professional services and industrial goods markets.
For more than 20 years, Dr. Ulaga serves as an educator, scholar, and frequent keynote speaker. He regularly consults with companies, and designs and directs custom and open executive education programs and workshops for corporations in in a broad cross-section of B2B markets.