​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

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

Does Magento have any progressive web apps?

libertylady

​Adobe aims to compete with the big guns in digital commerce

Read more

According to the executive manager for commercial and marketing within the Events Melbourne team, Lucan Creamer, the City’s vision for th...

Armstrongsmith

Melbourne Fashion Week: Using digital and insight to drive engagement and attendance

Read more

The key difference is designers no longer have to spend all their time translating their ideas into digital models, which is the grunt wo...

Armstrongsmith

What automated design is going to do to 3D printing and product customisation

Read more

The four financial-oriented metrics employed are return on marketing investment; revenue per customer; marketing expenditure versus budge...

Armstrongsmith

Report: Accountability key to marketing's influence in business

Read more

When you cooperate with leading brands you have the upper hand. For example, I have been using help of the Best Reviewer for long now and...

Birdie Wyatt

CMO interview: How BBC Worldwide's marketing lead builds brand purpose and growth

Read more

Latest Podcast

More podcasts

Sign in