The business-to-consumer shopper experience has undergone a seismic shift in the past few years, thanks in large part to new technology. Improved personalization enables consumers faced with a vast field of purchase options to select the brand that best meets their needs and desires.

Business-to-business buyers rarely enjoy the same rich buying experiences. While 90 percent of B2B leaders say customer experience is key to their companies’ strategic priorities, 72 percent have no direct influence over it. At the same time, only 20 percent of B2B companies can be described as “masters” of CX — those who prioritize consumers’ experiences and achieve strong financial results.

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