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Mastering Omni-Channel B2B Customer Engagement

New research from Forrester Consulting, commissioned by Accenture Interactive and SAP hybris, reveals B2B challenges in creating seamless omni-channel B2B customer experiences.

Overview

Adopting Digital Touchpoints

Business buyers are increasingly adopting digital touchpoints.

B2B buyers are escalating their use of digital channels to research and complete purchases while still interacting with companies through other traditional channels at some point in their customer journey. As a result, B2B sellers are tasked with building out capabilities to serve customers’ needs in every channel.

Download the study [PDF, 583KB KB] for detailed graphs, findings, and analyses from 750 B2B companies and 1,307 B2B buyers at organizations with at least 1,000 employees across North America, Latin America, Europe, and Asia Pacific.

Download the companion infographic [PDF, 542KB]

Download the study

B2B Buyer Expectations

B2B buyers have high expectations for personalization and exceptional service across the buyer journey.

Experiences with B2C online sellers have raised the bar on buyers’ expectations of B2B sellers as well. Business buyers now demand high levels of service and personalization throughout the customer journey—and are willing to reward sellers that are able to deliver that experience.

For B2B enterprises to be successful in their future digital commerce endeavours, they need to rethink their approach to customer engagement and how they invest in people, processes, and technology to power that engagement across channels.

B2B Sellers Not Prepared

B2B sellers are not prepared to deliver a seamless omni-channel experience.

B2B sellers understand the importance of seamless omni-channel customer engagement but are inhibited by company silos—both in terms of data and processes. Sellers report challenges across all stages of the customer journey.

Download the study [PDF, 583KB KB] for detailed graphs, findings, and analyses from 750 B2B companies and 1,307 B2B buyers at organizations with at least 1,000 employees across North America, Latin America, Europe, and Asia Pacific

Download the companion infographic [PDF, 542KB]

Customer Engagement Requirements

Excellent customer engagement requires the right omni-channel strategy, partner ecosystem, and technology infrastructure to meet buyers’ expectations.

Creating a consistent, high-quality customer experience across channels entails more than just putting point solutions in place. Mastering digital to actively engage customers requires a focused business technology agenda that puts the customer in the center, a culture of constant iteration and analysis, and (usually) support from a partner ecosystem to help fill capability gaps and speed time-to-market.

Downloads

Download Report

Download Infographic