2014 B2B Commerce Survey Reveals B2B Businesses Continue to Struggle With Complexity While Increasing Focus on the Customer to Drive Growth
By Jeri Kelley on Apr 08, 2014
Complexity grows in 2014 as businesses strive to increase market share
B2B organizations have always operated in complex environments – even before the internet came along. Now having to contend with new and growing digital channels opens up new forms of complexity. 28% of survey respondents support 10 + brands / websites online and 31% support 5 + languages adding to the complexity of their business. Complexity across pricing, products, channels, online experiences, and back-end systems all remain a challenge for businesses selling to other businesses through digital channels with 98% of respondents dealing with complexity in their org.
Online channel drives revenue in 2013 BUT is expected to take an even bigger piece of the pie in 2014
There is still a lot of opportunity for growth with only 39% of respondents seeing 20% or more of their revenue coming from the digital touch points. Survey respondents agree with 86% expecting at least 5-10% growth online in 2014. But, how will businesses achieve growth in their online channel? Many respondents believe that their customers are looking for key capabilities such as custom pricelists, search & navigation, and mobile web/apps when buying online. To provide these features B2B organizations are making a higher investment in their commerce infrastructure and multi-channel tools.
Customer satisfaction not only a priority in 2014, but a key success metric
Growing market share was the top priority in 2013 and still is for 2014, but other company-centric priorities of 2013, such as growing profit margins, have shifted to include more customer-focused areas such as customer loyalty and retention and increasing the cross-channel experience. For example, only 8% of respondents said customer loyalty and retention was their top area of focus in 2013, but 45% said it was going to be one of their top priorities in 2014. And, 28% of respondents say they measure customer loyalty as a key measure of success. The impact that B2C experiences are having on B2B expectations still remains important in 2014 with 77% of respondents agreeing that customer expectations have changed due to B2C practices.
Mobile is now table stakes for customer experience, but not yet driving significant direct revenue
Mobile is no longer a nice to have in B2B but is beginning to be a must have to meet customer expectations. 40% of respondents said that mobile is a key capability B2B buyers need but only 2% of respondents said that mobile is drove significant revenue in 2013. I predict that mobile will begin to be a key revenue driver for B2B commerce in 2014. Do you agree?
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