​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!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Amazing article Mitchell. I really enjoyed the read. Chatbots will be critical in the future evolution of banking and financial services ...

Giridhar Prathap Reddy

7 businesses successfully implementing chatbots

Read more

Thank you for the good and very helpful information. It is very interesting. I love all the things you share and see your beautiful creat...

รัตนาวดี ภูมิวรรณ

Former eHarmony marketing chief joins telco startup

Read more

Colin Kaepernick, not Mike Kapernick.

thisisw

Zenith's innovation leader: Mid-digital age not benefitting media, brands or consumers

Read more

AGA KHAN HOSPITAL is in need of kidney donors for the sum of 2 crore, Contact us today if you want to sell your kidney for money, and thi...

Sebastian Friedrich

Mindshare gets behind blockchain advertising alliance

Read more

Latest Podcast

More podcasts

Sign in