The through line for B2B growth
With one-third of B2B buyers worldwide saying their customer experience expectations have increased in the last year, and 44 percent of B2B buyers switching sellers in the past 12 months, today's global B2B marketplace is filled with extraordinary pressure and competition. Accenture Interactive's latest global research suggests a path to B2B relationship success driven by experiences that connect the human and the digital to provide a deeper, more personalized level of service.1
A rising rift
Our research identified a rift between buyers' expectations and average seller experiences, underpinning an unprecedented seller-switching trend and highlighting a buyer trend towards exploring options and embracing change.
To survive in the digital ecosystem, some B2B sellers have focused on digital upgrades only, while others remain focused on organic 1:1 sales cycles, disregarding critical digital tools. Both scenarios create a buyer-seller service disconnect that compromises even the best B2B relationships
Connected experiences, better service
Buyer and seller success is achievable for those committed to an elevated service standard hyper-focused on buyer needs, personal relationships, and intelligent interactions. In fact, our research shows that B2B leaders are already benefitting from a service-over-sales approach:
There has never been a more important time for B2B sellers to commit to their buyers and adopt business practices that bring mutual success and drive the bottom line. A connected, personalized buyer-seller relationship that is continuously nurtured will result in faster sales and increased growth—and long-term shared success.
1Accenture 2018 Pulse Research