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Customer experience matters now for enterprise network buyers: Avanade survey

Ike Suarez | Jan. 3, 2014
Business and IT executives adopt consumer shopping behaviours

Business and IT executives now increasingly adopt consumer buying behaviours when mulling over and deciding on purchases of solutions for enterprise networks, according to results of a global survey by Avanade.

A press statement by the Seattle-based provider of technology solutions and managed services said the study took place last October 2013 with research done on Avanade's behalf by Washington D.C. and New York-based Wakefield Research.

Surveyed were 1000 C-level executives, business unit leaders and IT decision makers in the United States, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Italy, Malaysia, the Netherlands, Norway, Singapore, South Africa, Spain, Sweden, Switzerland, and the United Kingdom.

Most Important Factor

Survey results indicated that customer experience is the most important factor in an enterprise network buying decision by a business or IT executive.

More than half (51%) of decision makers surveyed said third party sites, feedback from business partners, industry peers or social channels are more important than conversations with a company's sales team when making a decision to purchase.

As a result, businesses are changing processes to embrace the new kind of buyer.

Thus, they are increasing customer sales and support technologies (53%), increasing the number of employees who interact with customers (48%) and automating the sales process (48%).

The survey indicated customer service and call centres as well as IT and marketing now play a larger role in improving the customer service when compared to 2010.

With particular regard to Singapore, some survey results were the following:

  • Business buyers in Singapore are willing to pay up to 34% more for a product or service that offers an improved customer experience
  • Technology replacing human interaction with customers within the next 10 years is a development believed possible by 84% of Singapore residents
  • Almost all companies in Singapore (98%) have changed at least one business process in the past three years to improve interaction with customers



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