The last two years have seen rapid digital transformation of businesses and their customer interactions. While much of the focus has been on the business-to-consumer selling experience, online business-to-business (B2B) interactions have also evolved, and with it B2B customer expectations.
But how can B2B organisations keep pace with changing digital CX expectations without causing harm to the balance that they have with their other selling channels - how can then ensure that they do not harm the overall omnichannelcustomer experience?
MyCustomer hosted an online discussion exploring how the B2B online selling experience has evolved over the past two years - and how digital transformation programmes can ensure that the online channel is in sync with other go-to-market channels, rather than creating a silo.
Chaired by MyCustomer managing editor Neil Davey, the session discussed what B2B customers expect from digital interactions; how pricing and selling can be more personalised and profitable; and ultimately, how to ensure that your omnichannel CX transformation is a success.
Joining Neil was a panel featuring Ricardo Saltz Gulko, MD at Eglobalis and co-founder of the European Customer Experience Organization (ECXO), Debbie Wiggins, global business systems director at Essity, and Christophe Laont, CPQ Principal Strategic Consultant at PROS, who also fielded questions from the audience.
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.