January 28th, 2022 | 3 MIN READ

Gartner Predicts 2022: B2B eCommerce Orgs Will Miss the CX Mark

Written by author_profile_images Emily Kathi

Emily Kathi is a Senior Content Marketing Writer at Elastic Path. She writes about product, trends, and all things related to digital commerce.

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Through extensive research and trend monitoring, industry analyst Gartner releases a report of yearly predictions. The blog series kicked off with a focus on their first prediction, the impact of unified commerce; while the second installment sheds light on how B2B eCommerce organizations are and should be tackling digital optimization with the customer experience at the forefront.

Here’s what they had to say:

 “By 2025, 60% of B2B sales organizations’ digital sales optimization projects will not meet customer experience goals because of focusing on operational targets only.”

Data Collection Without Understanding or Intent

Gartner finds that while data collection is indeed a driving force behind how organizations set priorities and goals, that information is not properly interpretated towards improving the customer experience. Best case scenario, an organization may adopt new technologies to automate sales or customer service functions but miss the greater opportunity for customer experience wins.

The challenge, Gartner posits for these companies to make the shift from operationally focused to a customer-centric approach. While in pursuit of building the perfect data beast, they’ve lost sight of the customer; oftentimes missing the mark completely on where the customer really is on the buying journey.

The remedy from the problematic process-forward to the customer-forward approach is an 11-step path on how best to build strong customer relationships. Gartner references a few key steps highlighting an active listening stance, and being open to stepping outside the conventional when it comes to the customer to better earn their trust.

Analyst Recommendations

To counteract the shortsighted effect of process or efficiency- based digital commerce, Gartner suggests the following for B2B eCommerce organizations as they move towards transformation:

  • Adopt modern technology designed to meet the customer where they are such as conversational AI and engagement analytics; leverage the appropriate technology with the intent to better understand your customer
  • Take an honest, open look at your KPIs to determine which are operationally driven versus CX focused
  • Assess your CX initiatives to ensure balance; avoid organizational silos where CX doesn’t lead the charge towards a unified digital transformation
 

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Read a full list of Gartner’s 2022 Predictions  and stay tuned for more highlights from their extensive research and survey findings.

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