![]() Nearly 80 percent of B2B customers say that a performance guarantee is critical for brand loyalty, including a full refund if the product or service fails to reach the agreed-upon performance level. The majority of B2B customers globally say they will actively look for another supplier if five core needs are unmet when engaging with suppliers. It’s not enough for B2B companies to meet this moment they need to prepare for the next one: delivering consistent, exceptional experiences across the omnichannel ecosystem. The five new must-dos to retain customer loyalty And in Brazil, nearly one-third of B2B customers were using ten or more channels as far back as 2019. Customers in India, for example, now use an average of 11 channels when moving through their purchasing journey. Tom House, chief technology officer, Nobleī2B companies that are eager to test and refine new capabilities, especially digital ones, should look for early-adopter markets. There shouldn’t be a limit to what types of transactions can be done on your phone. Mobile has been a huge enabler of these heightened expectations, largely replacing the customer service agent of the past. Given the choice of traditional (for example, in-person), remote (for example, video conference or phone) and self-service (for example, e-commerce) interactions, buyers globally have shown they want them all-and in equal measure throughout the purchasing journey (Exhibit 1). A major finding from our global B2B Pulse is that the “rule of thirds” has become entrenched. Instead, B2B companies are beginning to provide what customers have long wanted: the right balance across many channels.Īnd customers are responding. Gone are the pandemic-related swings that led some B2B companies to go all in on e-commerce or sharply revert to field sales after lockdowns ended. The great rebalancing: From channel spikes to omnichannel equilibriumĬustomers have been clamoring for omnichannel sales for years, and our research shows that more B2B companies are getting the message. If keeping up with customers’ omnichannel expectations has felt like a game of two steps forward, one step backward, B2B companies now have a once-in-a-generation opportunity to shift share meaningfully-through greater orchestration, integration, and personalization. Master the five “must dos.” Customers are resoundingly clear on the five capabilities they most want from omnichannel-and they want all of them, from performance guarantees to real-time customer service.īut good news is buried in the more than 300,000 data points we’ve gathered in our latest B2B Pulse.The new bar for omnichannel excellence is ten or more channels over three engagement modes (in-person, remote, and self-service), delivered 24/7. Customers are more willing than ever to switch suppliers to gain exceptional omnichannel experiences. All B2B customers prefer omnichannel, no matter their industry, country, size, or customer relationship stage. The more channels a sales organization deploys, the bigger the market share gains. ![]() Omnichannel is a path to share growth. ![]() B2B companies that assume they’ve cleared the omnichannel bar in sales and marketing will need to think again. And if they don’t get what they’re looking for, they’ll take their business elsewhere. Our research, which just surveyed close to 3,500 decision makers in 12 markets (and over 21,000 since 2016), found that what customers want from omnichannel is “more”-more channels, more convenience, and a more personalized experience. McKinsey’s most recent global B2B Pulse reveals that B2B companies have reached equilibrium in their omnichannel capabilities-just in time for customers to disrupt that balance again. After two years of nearly nonstop business disruption, B2B companies have finally flexed to meet their customers’ omnichannel expectations.
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