From the first contact to the evaluation of the product, to its purchase, up to the after-sales service: customers expect personalized experiences, services and proposals conceived and designed ad hoc.
The result? For companies that have embraced the challenge of a customer-centric and data-driven strategic vision, it has certainly had a positive impact .
Recent research released by the International LEK Institute confirms this : as much as 40% of purchases in the B2B world now take place on sites and apps, but companies that have chosen to fully embrace this philosophy are still a rare exception.
For these, however, the economic results follow a truly significant growth trend, so much so that one can actually hypothesize an interconnection perhaps between the development of the digital customer experience and growth in turnover.
b2b customer experience
B2B Customer Experience: The Framework
Although the opinion on the importance of adopting a customer-centric approach and data-driven business strategies is shared, as anticipated, not many companies have made it their own.
What is needed, without a doubt, is the will list of angola consumer email to change pace : to opt for choices and decisions based on data that in turn generate activities that can be analyzed and measured.
But where are we at?
According to data released by the Customer Experience Observatory in B2B of the School of Management of the Milan Polytechnic, only 14% of Italian companies collect advanced customer data , i.e. information that allows for advanced profiling .
Most companies, as many as 66%, collect only data that is necessary for technical and informative exchanges related to the product.
The problem seems to be attributable to the poor adoption of platforms that allow for integrated data management, from the website to the APPs, from management systems to ERP systems, up to software solutions for customer care and post-sales services and CRM systems.
So if only 14% of companies actually collect detailed data and information and use them to implement customer-centric strategies , well over 56% have customer records scattered everywhere : supplier files, Excel lists, databases.
And even if there are architectures capable of communicating between silos of such disparate data, the information used is really basic and not advanced and detailed .
