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July 2014

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New Survey Reveals Rising User Expectations for B2B Interactions

A new Oracle customer experience (CX) survey released in May 2014 finds that business-to-business (B2B) organizations are under increasing pressure to adopt the kinds of commerce best practices already sweeping business-to-consumer (B2C) organizations.

The survey results are part of a larger Profit magazine special report devoted specifically to customer experience. Highlights of the larger report include

Survey: B2B Innovations Set New Standard for B2B
According to Oracle’s survey of e-commerce professionals conducted in early 2014, customers—who are increasingly accustomed to leading-edge B2C interactions—are coming to expect the same in their B2B experiences.

In fact, 77 percent of respondents say B2C practices have changed B2B customer expectations. And whereas in 2013 only 8 percent of respondents mentioned customer loyalty as a priority, that number shot up to 45 percent in the 2014 survey—an enormous one-year gain.

Many B2B companies have already begun to respond to the challenge. For example, respondents are already embracing key elements of modern CX, such as mobile commerce (57 percent), cross-channel customer experience (52 percent), and social commerce (49 percent).

And the potential rewards are clear. Some 70 percent of respondents reported a 10 percent or greater increase in online revenue in 2013. And 86 percent are expecting similar growth in 2014.

Read the 2014 Trends in B2B Commerce survey. Get a free subscription to Profit today.
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