Report: B2B Marketers Faced with Rising Customer Service Expectations

As B2B marketers look for new ways to resonate with their customers and prospects, new research suggests that they may find success by focusing on providing positive experiences.

Oracle recently partnered with Ascend2 to publish the “What B2B Organizations Can Learn from Consumers’ Service Experiences” report, and data indicated that 99% of customers claimed that the quality of the service they receive influences their overall impression of the organization to some extent. Furthermore, 76% stated that after having a great experience, it increases their expectations for customer service across 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,” wrote the researchers behind the report.

After a negative experience, the majority of customers (62%) said that they told others about the incident. About 53% stopped doing business with the organization altogether.

B2B Marketers Remain Focused on the Customer Experience

With more B2B marketers looking to discover innovative ways to improve the customer experience, previous research has indicated that many are turning to marketing technology (martech).

Modern conducted its “Digital Connections 2.0” report, and statistics suggested that most B2B chief marketing officers (42%) are centering their 2023 martech strategy around improving the customer experience. This is a significant increase from the 25% of B2B CMOs who said the same last year.

Approximately 37% of B2B CMOs intend to focus on how to connect martech to the customer experience over the next 18 months. The majority of respondents (48%) are going to make it a strategic priority to provide a better customer experience.

“KoMarketing understands how to present and execute recommendations across the organization, from the IT professional to strategic marketing leadership. They go beyond expectation in working with the client to evaluate, execute, and implement program initiatives.”

— Silvina El Baba, Senior Manager, Web Marketing, EFI

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