B2B companies are spending more to improve their customer experiences, but new research shows they could be wasting up to half of their investments.
According to an Accenture study, the overwhelming majority of business-to-business (B2B) organizations are spending more on initiatives to improve their respective customer experiences, but many are not getting the most return on those investments.
Accenture’s study, which was based on a survey of 1,458 sales, service, and customer executives of B2B companies in 13 countries, suggests....