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SERVICE IS THE NEW SALES The through line for B2B growthof B2B buyers worldwide say their customer experience expectations have increased in the last year. Todays global B2B marketplace is filled with extraordinary pressure and competition. Forty-four percent of B2B buyers have switched sellers in the past 12 months. But there is a path to B2B relationship success. Our new global research suggests that the strongest, most differentiated B2B relationships are driven by experiences that connect human and digital means to provide a deeper, more personalized level of service. *Accenture 2018 Pulse Research of B2B buyers worldwide say their customer experience expectations have increased in the last year.* Service is the new sales 2 IntroductionThe research identified a rift between buyers expectations and average seller experiences, underpinning an unprecedented seller-switching trend. To survive in the digital ecosystem, some B2B sellers have focused on digital upgrades only to find themselves disconnected from meaningful dialogue with long-time customers. Other sellers remained doggedly focused on organic 1:1 sales cycles, disregarding digital tools critical to modern commerce. Both scenarios create a buyer-seller service rift that compromises even the best B2B relationships. The challenge: A rising rift 62% 36% 80% of buyers who make weekly B2B purchases have switched sellers in the past year. plan to switch in the coming 12 months. That means: of frequent buyers will have switched in a 24-month period, highlighting a buyer trend toward exploring options and embracing change. Service is the new sales 3Uncompetitive pricing 25% 25% 25% 23% 20% Long lead times for delivery/fulfillment Missed delivery dates Complicated legal or procurement process inside my firm Lack of integration between sales channels Poor commerce functionality Inaccurate record-keeping Poor website Insistence on using a sales rep for all purchases Being offered irrelevant products and services that I have turned down Inability to accept credit cards and electronic payments for smaller products Figure 1: Buyer reasons for switching B2B sellers The challenge: A rising rift This disconnect means buyers are finding procurement loopholes and welcoming new disruptors in order to best serve their needs. When asked why they switched or plan to switch sellers, one in four buyers pointed to uncompetitive pricing, long lead times for delivery and fulfillment, or missed delivery dates (see Figure 1). One in five buyers highlighted a lack of integration between sales channels and poor commerce functionality as key reasons to switch. Why buyers leave Service is the new sales 4Competitive pricing Fast resolution to any issues I may have Value for money Easy-to-use website Ability to research or purchase in a way that suits me Recommendations of appropriate products and services Quick and efficient service response Ability to serve me seamlessly across channels Broad range of flexible, high-quality services or products Ability to contact the seller at a time that suits me 27% 25% 2 % 22% 22% 2 % Figure 2. Top 10 factors of importance to buyers The challenge: A rising rift Among those same buyers, half have increased their average number of items per purchase and grown average purchase values with sellers who meet their needs and help them succeed. The majority of buyers (91%) are more likely to shop with sellers that recognize, remember, and provide relevant offers. When asked what they want from their sellers, buyers preferences bridge the digital- analog divide to describe a service-oriented, channel agnostic relationship: competitive pricing, flexibility, responsiveness, value, and ease (see Figure 2). What buyers want Service is the new sales 5The opportunity: Connected experiences, better service A promised land of buyer and seller success emerges for B2B sellers committed to an elevated service standard, hyper-focused on buyer needs, personal relationships, and intelligent interactions. The leaders in our research have embraced relationship-based success and multiplied it through digital enablementthey know that customer-centric service experiences, rather than a narrow focus on sales objectives or revenue numbers, lead to mutual success. Service is the new sales 6Our global survey of 748 B2B buyers and 1,499 B2B sellers shows that B2B leaders are already benefiting from a service-over-sales approach: To discern the leaders from the laggards, we weighted responses to 12 questions from the sellers survey across three key pillars of B2B transformation: organizational strategy, activities, and infrastructure. To give a robust and accurate picture of the global state of buyer-seller relationships, greatest weighting was given to questions reflecting the objective and measurable elements of B2B sales and service.90%97%96%95% say they have gained a greater share of their customers wallets say they have gained greater market share report higher profitability have seen more sales from initial website clicks Modern service experiences that blend digital innovation with human virtues can drive powerful bottom line outcomes. In this report, we will explore todays gaps between buyers expectations and sellers experiences and provide practical strategiessourced from leaders themselvesto overcome the B2B rift. Service is the new sales 7 The opportunity: Connected experiences, better serviceLeaders from our research are significantly more likely to name “customer experience” as a priority strategic business initiative. But to create an experience that meets and exceeds customer needs, you must know your customer first. Customer data is the essential thread in the buyer- seller relationship fabric and best-in-class customer experiences. Leaders are more likely to recognize the barriers to customer relationships that stem from technology failure or inadequacy, and are more likely to eliminate those road blocks. Step 1: Leverage technology to unlock powerful data Service is the new sales 8
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