How to: Become a customer experience leader

Rachel Barton, MD, advanced customer strategy, Accenture Strategy, examines why B2B companies are missing out on revenue growth due to poor customer experience

B2B customers are increasingly demanding richer and more ‘consumerised’ customer experiences. Streamlined digital access to information, influencers and channels has fuelled this demand, blurring traditional marketing-purchase-service paths, and empowering B2B customers to continuously evaluate organisations and the promises they make around their products and services. As B2B buyers increasingly imitate the shopping habits of consumers, B2B brands need to rethink customer experience.

Find out what’s holding B2B back.