Customer experience now trumps efficiency in US B2B firms

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 18, 2019, 12:05 PM UTC

A report into technology priorities suggests that marketers are being listened to.

Carried out by sales software provider FPX, the research found that US B2B firms are focussing their digital transformation efforts on customer experience, when previously their priority was internal efficiency.

The findings seem to be based around the belief among most respondents that B2B buyers “want the ability to research products and receive quotes without ever speaking to a sales representative”. 93% of those asked agreed, explaining why digital customer experiences were given precedence.

This shift in attitude is in line with B2C approaches and surprised the researchers, who expected to find that “most organizations want to focus on internal processes when undertaking a digital transformation”.

Read the original article

[4 minute read]