The future is knocking at our doorstep in 2016 with smart virtual assistants that will help us find information and accomplish tasks, intelligent reasoning technology interfaces that will provide relevant information based on our use history, and customer service reps responding to our questions with streaming video rather than over the phone.
These experience innovations are the next generation of an increasingly fast-paced race to delight consumers. Though much of this activity has occurred in the business-to-consumer (B2C) environment, it has raised expectations for the entire marketplace, including for business-to-business (B2B) buyers. In 2016 and beyond, B2B organizations will have to work harder than ever to find, keep, and win more customers.
By reimagining the ways that they interact with customers, customer experience innovators are replacing a one-directional exchange of goods and services with a two-way collaboration with customers to define where, when, and how value is created.
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