The pervasiveness of technology in everyday life means the people have come to take for granted the convenience of mobile, e-commerce, instant access to information, products and services, and the ability to offer feedback through social media. Their expectations around how to find, research and buy what they want have been moulded by these digital experiences, and as they enter the workforce, they take these expectations with them. New research from managed services provider Claranet, however, has found that B2B organisations could do a lot more to ensure a high level of customer service by improving their digital experiences. To be successful, they need to act more like B2C businesses in the way that they interact with their customers.
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