B2B companies are not immune to the digital revolution in how people find, research, and buy their products. Increasingly, they are being evaluated on the same curve as consumer brands, with their customers expecting easeof use, relevance, and value. What can B2B brands do to match these expectations? Learn how SAP Hybris can help.

Source:“The Tension in B2B Customer Experience Management,” a commissioned study conducted by Econsultancy in association with SAP Hybris, March 2016.

The Tension in B2B Customer Experience Management

How Can B2B Organizations DriveCustomer Experiences That Mirror

Leading B2C Brands?

of B2B brands have a CXstrategy that extends at least

12 months into the future

acknowledge that today, the digital experience is an afterthought for their business While there is optimism for a progression,it might take some time, as 58% of respondents recognize that in five years, “digital experience will be our brand”.

There is a discrepancy between how B2B businesses perceive their customer experience andhow they are set up to deliver these experiences

In fact, one of the top challenges cited is

But in actuality, B2B businesses are far less equipped to deliver a truly seamless experience that mirrors B2C brands

believe they are on par withor advanced when compared

to B2C experiences

50 %OF B2B

RESPONDENTS

say their customerexperience strategies

are “advanced”

58 %OF B2B

RESPONDENTS

have a strategy that outlinesthe talent and skillsets needed

to accomplish CX goals

26 %ONLY

incorporate cross departmental involvement

into their CX strategy

40 %JUST

HALF

of respondents say that legacy technologyis the top barrier their organization facesin delivering an optimal digital commerce experience

While technology can help with CX, it only becomeseffective if used appropriately. Unfortunately…

To give business buyers the consumer experience they expect,brands must digitally transform. However…

state that multichannel, personalization,localization and site search

are “critical” functionalities

have even said that mobile capabilitiesare “not important” when selecting

a commerce platform

of organizations are using purchase historyto improve future purchase behavior

of companies use data reflectingcustomers’ preferences

42 %

Instead, B2B brands are prioritizinginternal processes over their customers’ needs

Security and compliance, order managementand back-office integration are the top threepriorities for B2B brands when selectinga commerce platform.

40 % 29 %

40 % 20 %

LESS THAN

LESS THAN

ONLY

48 %OF B2B

ORGANIZATIONS