Australia is an island nation and it informs the way we see ourselves: remote, parochial and protected from global changes that threaten the status quo. However, in a digitally connected world, we are no longer sheltered from economic market forces. While digital disruption is nothing new, until now manufacturing has been relatively untouched by its presence. But as B2C experiences groom customers to expect ease of use and seamless transactions, B2B organisations can no longer afford to trail their retail counterparts in the experience stakes.
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