Introduction The new rules of customer engagement have had major implications on the way your customers do business with you. While much of that impact has been felt in consumer buying, B2B (business-to-business) organizations are also undergoing major changes in managing customer experiences. Most interactions during the B2B buying process happen between a salesperson and a prospect, but this is quickly changing. We have entered the age of the customer where they have more choices, higher expectations, and more influence. Historically, the B2B selling process has been very fragmented with the use of highly customized and siloed applications, leading to broken channels of communication. CEB, a leading member-based advisory company, published “The Challenger Sale” in 2011 showing that that 57 percent of B2B buying steps are completed before a buyer even connects with a salesperson. With an abundance of information available on the Web and via social networks, B2B buyers today can leverage multiple sources to find out more about your products or services. CEB’s research and analysis also shows that 53 percent of B2B customer loyalty is driven by the sales experience. The role that the sales organization plays in B2B buying cycles has become even more critical. Consistency is necessary through every customer touchpoint and forms the basis for great customer experiences. In this executive strategy brief, we will explore customer experiences throughout the selling process, how sales must adapt in the age of the customer, and ways to improve sales performance that will positively impact the customer experience
Posted on: Wed, 19 Mar 2014 10:22:06 +0000
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