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How to Meet the Changing Expectations of Today’s B2B Buyers

Much has been written about consumer demand for a high-quality customer experience. Countless studies have shown that consumers will remain loyal to a brand as long as their experiences are positive, but quickly abandon ship after just one negative experience. B2C companies are naturally focused on optimizing interactions throughout the customer’s journey.

But what about companies that sell to other businesses? Do B2B companies need to be concerned about the customer experience?

A new report from Forrester Research and SiriusDecisions says they should. The researchers found that B2B buyers are demanding a different kind of relationship with providers. They want to be treated as equal partners, not sales targets, and expect more consumer-like experiences with greater control and self-service. The COVID-19 pandemic is accelerating this trend with more B2B transactions moving online.

A cloud-based communications platform can help companies meet the changing expectations of today’s B2B buyer. The right solution enables high-quality communications across multiple channels and the customization of experiences through integration with CRM systems and other enterprise applications.

The Influence of Millennials

A key factor driving changes in B2B buying behaviors is the increasing numbers of Millennials involved in purchasing. A recent study by B2B market research firm Merit found that Millennials have a role in 73 percent of B2B buying decisions. More than a third (34 percent) have sole decision-making authority.

Millennials grew up with technology and prefer to use digital channels to interact with vendors and conduct product research. More significantly, they want to use their preferred communication channels across all touchpoints and expect easy access to relevant information. They also expect sellers to take the time to understand their individual journeys and tailor the purchasing process accordingly.

As more interactions have become virtual due to the COVID-19 pandemic, B2B companies have an added incentive to ensure that communications and purchasing processes are streamlined. The Forrester data clearly shows that the quality of B2B interactions influences buying decisions. In fact, more than 60 percent of B2B buyers say that sellers who are knowledgeable and address their specific needs have the most positive impact on their buying decisions.

How IPC Can Help

IPC’s consultants have extensive expertise in optimizing the customer experience. We have worked with both B2C and B2B companies, as well as nonprofits, in developing customer experience strategies that strengthen their brands. We then help them leverage cloud-based communications platforms to enhance customer engagement and streamline business processes.

For example, the MiCloud Connect platform from Mitel combines high-quality voice and collaboration tools that can be accessed from anywhere using desk phones, softphones or mobile apps. It provides sophisticated call control features that make employees more accessible to customers and business partners.

You can also add Mitel’s over-the-top contact center solution, MiCloud Connect CX, an enterprise-class, cloud-native platform that helps you deliver personalized customer experiences. Another option is MiCloud Connect Contact Center, an easy-to-use, multimodal platform that integrates with enterprise applications to give agents access to the business intelligence they need.

Smart B2B companies are focusing on the customer experience as buyer expectations shift. IPC can help these organizations meet the needs and demands of their customers with focused consulting services and cloud-based communications solutions that enable high-quality business communications.

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