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Study: Poor Customer Support Plagues B2B Companies

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Study: Poor Customer Support Plagues B2B Companies

 
December 29, 2015

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  By Michael Guta, Contributing Writer
 


Although B2C companies focus more on customer service, the same effort should be placed by B2B organizations. Customers are customers, and Accenture (News - Alert) Strategy’s report, “2015 B2B Customer Experience”, revealed just as much when 76 percent of the survey respondents, who happen to be executives, said higher customer expectations for tailored B2B customer support solutions will have a significant impact.


According to the survey, only 23 percent of companies are implementing customer experience programs that are truly effective, and for those that aren’t, the poor customer experience is resulting in lower revenue growth. The low customer experience program integration is despite the fact that 86 percent of B2B supplier executives view it as ‘very important’ to their strategic priorities, and 74 percent recognize it will play a bigger role in the coming two years.

The Accenture survey was carried out in 10 countries, including the U.S., U.K., Germany, France, Italy, Spain, Japan, Brazil, China and South Korea with participation from sales and customer service executives of 1,350 B2B companies. The goal of the survey was to find out what type of effort was being deployed by B2B companies to provide their customers with a differentiated customer experience across all sales, marketing and service touch points

 “B2B companies overwhelmingly recognize the importance of customer experience to their corporate strategy and bottom line, but the majority are wasting their investments on changes that are delivering mediocre results,” said Robert Wollan, senior managing director, Accenture Strategy.

The survey also revealed incumbents are not addressing the current market trends. Sixty seven percent of them said new players are delivering better customer experience. And this trend is also the same with new B2C companies that are more customer centric than established companies that are still trying to figure out the digital ecosystem and make it work for their particular industry.

A more knowledgeable consumer now demands better services, and the survey said 76 percent of the respondents feel their customers are more informed, self-directed, and continually evaluating suppliers. The new entrants seem to have a better understanding of this fact as well as how to navigate the digital ecosystem.

Wollan went on to say, “With consumer-like expectations and a substantial threat from new entrants, B2B companies must be ready to design and execute a transformed customer experience or not invest in such improvements at all.”
 




Edited by Maurice Nagle
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