Rising Customer Service Expectations for B2B Marketers

As B2B marketers seek new methods to connect with their clients and prospects, new study reveals that focusing on offering happy experiences may be the way to go.

Oracle recently collaborated with Ascend2 to create the “What B2B Organizations Can Learn from Consumers’ Service Experiences” report, and research showed that 99% of consumers said the level of service they receive effects their overall perception of the firm to some extent. Furthermore, 76% responded that having a positive experience raises their expectations for customer service in other industries.

“For B2B organizations, there is much to learn from the modern service practices of business-to-consumer brands especially as B2B service experiences involve those same consumers,” according to the authors of the report.

After a bad experience, the majority of consumers (62%) claimed they told others about it. Approximately 53% of customers quit doing business with the company entirely.

B2B Marketers Maintain Their Focus on the Customer Experience

Previous study has shown that many B2B marketers are turning to marketing technology (martech) to find novel solutions to improve the customer experience.

According to Modern’s “Digital Connections 2.0” survey, most B2B chief marketing officers (42%) are focusing their 2023 martech strategy on improving the customer experience. This is an increase from the 25% of B2B CMOs who said the same thing last year.

Over the next 18 months, 37% of B2B CMOs want to focus on how to tie martech to the customer experience. The majority of responders (48%) want to make improving the customer experience a strategic priority.