Customer Delight

This to me is a universal rule, but it seems with product content in e-commerce it's neglected so often.

Your content needs to:

🏵️ inform
🏵️ entertain
🏵️ speak to the emotions of your audience
🏵️ suit the rational side of the brain
🏵️ fulfill criteria like understandability, credibility and readability
🏵️ answer known but maybe also unasked questions of your potential customer
🏵️ (don't get me started on technical aspects, meta data, algorithms and so on...)

Of course, all of these aspects need to be in perfect balance. Easy, isn't it :)? (Is that the reason why this craft is ignored completely more often than not?)

The past years of covid-pandemic fueled the eCommerce activities of many traditional companies. After they can look back on promising successes in their first tests, they realize that they have to shape their organization differently for longterm results.
Great to observe a deep level of internal reflection and willingness to act for change vs. only talk about it, for some companies I have insight to!

But what does it actually mean to "shift to a B2C-mindset"? What are the differences to how many companies were run in the last decades?

I hope you enjoy my reading my article about what this shift means for your organisation regarding:

> Strategy
> People & Culture
> Marketing
> Processes
> Rewards & Metrics
> Organisational Questions

How to shift to a B2C-mindset "We accept the challenge: we want to shift from a classic retail organization to a company which can serve their customers directly and grow through digital channels" This is a statement which I am delighted to hear and read increasingly often now by my clients and contacts. The pandemic fueled the