May 25, 2016: B2B marketers are still working to provide a top-notch customer experience (CX), but research shows several barriers stand in the way.
The “B2B Customer Experience Benchmark Report” from Kapost discovered that just 12 percent of marketers believe they are “very effective” at delivering a great customer experience. Inefficient internal processes, poor metric tracking and reporting, and a lack of internal team alignment were named the top obstacles.
About 85 percent of B2B marketers agree that consistency across content, teams and channels is the backbone of an effective customer experience. However, 36 percent claim that there are often missed hand-offs between internal teams that lead to delays in execution. Thirty-four percent stated that they do not have an established feedback loop around shared objectives and data exchange.