​Report finds B2B buyers embrace digital throughout the customer journey

Recent study reveals Australian B2B buyers are adopting digital across all omni-channel customer touch points

More than ever before, Australian B2B buyers are adopting digital at every stage of the customer journey, a recent report found.

Mastering Omni-Channel B2B Customer Engagement, conducted by Forrester Consulting on behalf of Accenture Interactive and SAP hybris, found B2B buyers now expect a seamless and consistent experience across all omni-channel touchpoints. Out of the 50 Australian companies surveyed, 41 per cent said buyers made purchases for their workplace online via a PC, smartphone or tablet device over half the time.

According to SAP hybris Asia-Pacific and Japan senior vice president, Graham Jackson, Australian B2B buyers are embracing online channels to complete workplace purchases more than ever before.

“There is growing recognition in Australia that B2B sellers need to enhance their omni-channel capabilities in order to meet buyer expectations and maintain a competitive edge,” he said. “While some Australian companies have made progress in offering digital touchpoints, most continue to find it difficult to weave them together to offer a seamless customer experience.”

Business buyers’ expectations for personalisation and excellent support – regardless of channel, device, or stage in the journey - are also rapidly evolving, and are increasingly influenced by their experiences as consumers, the report found. Almost three-quarters of all buyers surveyed agreed they receive personalised and relevant sales and marketing emails for their B2B online buying experience for work-related purchases.

Despite these trends, the report revealed most B2B enterprises are currently not set up to deliver a seamless omni-channel experience, citing ‘difficulty sharing customer data between channels or locations’ as the top barrier according to the report.

Empowered by digital channels, today’s buyers are exerting more control over the sales process, Accenture Interactive managing director and global digital commerce lead, Anatoly Roytman, said

“The stakes have never been higher for B2B sellers to create a positive online customer experience, one that is integrated with existing channels,” he added. “Those who deliver a seamless omni-channel experience will be rewarded with repeat business and loyal customers.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Can marketers trust agencies again?

Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.

Nic Halley

Founder and managing director, Mindbox

Nice post Brad! very useful information. The retail stores are really mean for every brand I am agree with you. Now Online Service Market...

Srialto

The rise of online retail marketplaces and what they mean for brands

Read more

Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants

Fab Capodicasa

What it's taking for Edible Blooms to grow a stronger personalisation strategy

Read more

Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...

Jason Smith

Australia Post earmarks $20m for Australian ecommerce innovation investment

Read more

For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...

Janice Morgan

7 ways to run your marketing department like a software startup

Read more

Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...

GreatDayTo

Why Aussie Home Loans is embracing digital transformation

Read more

Latest Podcast

More podcasts

Sign in