Uncertain times call for smart decisions. With tariffs, rising inflation, and fluctuating interest rates shaking up the economy, it’s understandable that businesses are hesitant to make big investments.
But for distributors, hitting the pause button on digital self-service solutions, like customer portals, could mean falling behind and missing out on key opportunities to keep customers happy.
The risk of standing still
During economic uncertainty, many companies pull back on new technology. The problem? This can leave them stuck with outdated systems, inefficiencies, and a shrinking competitive edge.
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A Deloitte report even points out that while some leaders hit the brakes on big risks, many still see digital transformation as a must-have for staying efficient and innovative.
Customers expect self-service
Today's buyers want convenience. They don’t want to pick up the phone or wait for business hours to place an order or find product information.
A Forrester study shows that business-to-business (B2B) buyers use self-service tools at every stage of the buying process — but sales teams haven’t fully caught up. That gap creates frustration for customers and missed sales opportunities for businesses.
Why digital self-service matters
Investing in digital self-service tools isn’t just about keeping up — it’s about getting ahead. Here’s how it helps:
- Better Customer Experience: Gives customers 24/7 access to the information they need, from product details to order tracking, so they can make decisions on their own time.
- More Efficient Operations: When customers can handle routine tasks themselves, your team can focus on bigger, more complex issues that require a personal touch.
- Higher Sales Potential: Digital platforms can suggest products, enable easy reorders, and streamline the buying process, leading to more sales and stronger customer loyalty.
Thinking beyond the uncertainty
Smart business leaders know that economic ups and downs are part of doing business. Instead of freezing in place, they focus on making the right investments that will set them up for future success.
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Digital self-service solutions, like customer portals, don’t just solve today’s challenges — they help companies come out stronger when the market stabilizes.
The bottom line
Being cautious in uncertain times makes sense. But there’s a difference between making smart decisions and missing out on opportunities. Investing in digital self-service isn’t just a short-term fix — it’s a long-term strategy that keeps customers satisfied, improves efficiency, and strengthens your position no matter what the economy throws your way.
By looking past the immediate challenges and focusing on solutions that create lasting value, distributors can confidently navigate uncertainty and build for the future.
