B2B following B2C ‘consumerisation’ route
A new survey on the changing sales process and buying patterns of business and IT decision-makers found that consumeriszation is changing how enterprise buyers make procurement decisions, with customer experience becoming more important than cost to business and IT decision-makers.
According to the report by technology solutions and managed services provider Avanade, customer experience now leads price as the buying decision factor for enterprise decision-makers, and business buyers are willing to pay up to 30 per cent more for a product or service that offers an improved customer experience.
And much like consumers are turning to their social networks and independent customer reviews to drive buying decisions, businesses are also looking to their peers to help drive the buying decision. Some 61 per cent of respondents said third-party sites and feedback from business partners, industry peers or social channels were more persuasive than conversations with a company’s sales teams to drive their buying decision.