​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

Cannes Part 1: Why brands must put human interactions at the heart of their business

As a Media Juror at this year’s Cannes Lions, I was fortunate enough to attend the world’s most influential festival of creativity and listen to thought-leading marketers from around the globe.

Nickie Scriven

CEO, Zenith

4 creative skills that will be useful forever

In recent times, the clarion call from futurists, economists, marketers, educators and leaders the world over is one of slight panic, “The world is changing and you’re not ready for it!” And of course, they make a very good point.

Kieran Flanagan and Dan Gregory

Speakers, trainers, co-authors

Why defining brand strategy is vital to capitalising on quick wins

Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.

Troy McKinnna

Co-founder, Agents of Spring, Calm & Stormy

An interesting update considering that today is the easiest way it has ever been to measure contribution to the business as well as the h...

Frederic

State of the CMO 2019: Tenure shortens, pressure is on as marketers strive to demonstrate impact

Read more

I thought this was what Salesforce Audience Studio (formerly Salesforce DMP) was supposed to do. How are a CDP and a DMP different? I'm c...

Tony Ahn

Salesforce announces customer data platform

Read more

Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...

Clyde Griffith

Forget customer experience, human experience is marketing's next frontier

Read more

Great tips for tops skills need to develop and stay competitive

Nick

The top skills needed to stay competitive in a rapidly changing workforce

Read more

The popularity of loyalty programs is diminishing, though I'd say it is because customers are savvy enough to recognise when a loyalty pr...

Heather

It’s time for marketers to rethink their approach to ‘loyalty’

Read more

Latest Podcast

More podcasts

Sign in