MIT Sloan Management Review Article on Why Customer Experience Matters for B2B
- 6m
- Alanna Klassen Jamjoum, Conrad Heider, Suketu Gandhi
- MIT Sloan Management Review
- 2019
Better omnichannel experiences mean more sales on consumer sites, but this logic is often neglected when it comes to B2B.
Business-to-business customers are people too.
An obvious truism? Perhaps, but you wouldn’t know it from the digital customer experience in B2B markets. Few business websites deliver the efficient, insightful, and personalized service widely available on consumer websites.
Business-to-business vendors seem unaware that corporate purchasing decisions are made by human beings, who spend plenty of time on Amazon, Expedia, and other consumer e-commerce sites. Inevitably, these experiences shape their expectations for online transactions at work. Corporate buyers accustomed to easy, quick, and customized online transactions from sites targeting consumers now demand the same or better customer experience in digital business transactions.
About the Author
Suketu Gandhi is a partner in A.T. Kearney’s digital transformation practice. Alanna Klassen Jamjoum is a vice president in the Digital Transformation Practice and leader of the Digital Business Execution (DBX) Lab at A.T. Kearney. Conrad Heider is a principal in A.T. Kearney’s Digital Transformation Practice.
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MIT Sloan Management Review Article on Why Customer Experience Matters for B2B
