MIT Sloan Management Review Article on Why Customer Experience Matters for B2B

Better omnichannel experiences mean more sales on consumer sites, but this logic is often neglected when it comes to B2B.

Business-to-business customers are people too.

An obvious truism? Perhaps, but you wouldn’t know it from the digital customer experience in B2B markets. Few business websites deliver the efficient, insightful, and personalized service widely available on consumer websites.

Business-to-business vendors seem unaware that corporate purchasing decisions are made by human beings, who spend plenty of time on Amazon, Expedia, and other consumer e-commerce sites. Inevitably, these experiences shape their expectations for online transactions at work. Corporate buyers accustomed to easy, quick, and customized online transactions from sites targeting consumers now demand the same or better customer experience in digital business transactions.