2018-全球调研_B2B是新型的B2（英文版）-2mb

Global Survey: B2B is the New B2C

Core Content

This document presents the findings of Avanade's global survey on the changing dynamics of B2B purchasing behavior in 2013. The report highlights how the "consumerization" movement is reshaping how businesses interact with their customers, mirroring the trends seen in consumer markets. The study involved 1,000 C-level executives, business unit leaders, and IT decision-makers from various industries and countries.

Main Trends

• B2B buyers are adopting consumer shopping behaviors:

  • 61% of B2B buyers consider third-party sites, peer feedback, and social channels more important than conversations with sales teams.
  • 89% of buyers use external sources when making purchasing decisions, indicating a shift away from traditional sales interactions.

• Customer experience is now more important than cost:

  • 56% of buyers paid more for a product or service due to a better customer experience in the last six months.
  • 30% more is typically paid for an improved experience.

• Technology is both the cause and the solution:

  • IT plays a significant role in shaping the customer experience, with 45% of respondents stating it has a greater influence than before.
  • 40% of respondents believe IT contributes significantly to the strategic direction of the company.

• Companies are investing in technology and processes to enhance customer experience:

  • Over 80% of companies have changed at least one business process in the past three years to better engage with customers.
  • Top changes include increased investment in customer sales and support technology, more employees interacting with customers, and higher automation in the sales process.
  • 55%, 54%, and 53% of companies are investing in mobile devices, social media, and mobile applications respectively.

• Employee empowerment and personal devices are being utilized:

  • 45% of companies expect employees to use personal devices during the sales process.
  • High performers allow employees to self-manage up to 70% of their interactions using personal mobile tools, compared to 35% for other organizations.

• Businesses that adapt to these changes outperform their peers:

  • 60% of companies that have redesigned their business processes and technologies report increased revenue.
  • 60% report a larger customer base, and 61% report increased customer loyalty.

Key Findings

• Customer experience as a differentiator:

  • Companies that prioritize customer experience are seeing better financial outcomes and stronger relationships.
  • The research underscores that a superior customer experience can justify higher prices.

• Technology adoption is accelerating:

  • The use of mobile and social technologies is changing the B2B buying process, making it more decentralized and customer-focused.
  • IT departments are becoming central to this transformation, moving beyond traditional roles to support strategic initiatives.

• Leadership perception vs. employee perception:

  • 86% of C-level executives believe their company's customer experience is better than their competitors.
  • 77% of business unit leaders and 66% of IT decision-makers share a similar belief, though not as strongly as executives.

Recommendations for Improving Customer Experience

• Assess current customer experience and identify areas for improvement.
• Anticipate future needs by analyzing internal and external data.
• Create a seamless experience across all customer touchpoints and communication channels.
• Leverage new technologies such as mobile and social media to enable self-service and unique customer interactions.
• Empower employees with the right tools, processes, and information to delight customers and resolve issues proactively.

Survey Methodology

• Conducted in October 2013 by Wakefield Research.
• Surveyed 1,000 executives from top companies in the following countries: U.S., Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Italy, Malaysia, the Netherlands, Norway, Singapore, South Africa, Spain, Sweden, Switzerland, and the U.K.
• Industries included: aerospace, defense, telecommunications, energy, healthcare, financial services, government, nonprofit, media, entertainment, logistics, and manufacturing.

Conclusion

The report concludes that the B2B market is undergoing a significant transformation driven by the consumerization of business processes. Companies that adapt by investing in technology, rethinking business processes, and enhancing customer experience are likely to see better financial performance and stronger customer relationships. The findings reinforce the need for a more customer-centric approach in enterprise sales, emphasizing the importance of aligning with modern consumer expectations.