Best Buy Confronts Omni-Channel Challenges
“We have to be mobile because our customer is demanding it. The mobility solutions that we provide are mandatory in order to retain that (B2B) relationship,” Cook said. “It’s all about the relationship, and mobility is one tool that we have to foster that relationship and to highlight and showcase the solutions that we provide.”
Another important aspect to capturing and maintaining that relationship is Best Buy’s ability to effectively service the solutions it sells to SMBs through the Geek Squad. “It’s a huge omni-channel advantage that we have to take care of; it’s a service that’s a competitive advantage,” Cook said. “That service is a big differentiator.”
Best Buy is currently using a customer relationship management (CRM) tool, among other technologies, to identify business customers and to generate leads.
About one in six customers that walk through the retailer’s doors are small business owners or are authorized to buy products on behalf their company, Cook said. Call center reps also collect and distribute leads, while 500 sales reps across the country take to the field to assess the needs of potential business clients and maintain relationships with existing ones.