Due to the complexity of the B2B buying process, buyers often use multiple channels in a single purchase.


A B2B company’s customers and their buying patterns are more complex and hence requires specific strategies to differentiate itself via customer experience, as per a McKinsey report. Adopting a customer-centric mind-set is just as critical in B2B interactions as it is when serving retail customers, with lot more challenges. B2B companies that transformed their customer experience processes saw benefits including revenue growth, higher satisfaction, improved productivity and significant reduction in operational costs.