Thanks to the vast number of resources and competitors readily sourced online, the controls are in the hands of buyers. The journey to checkout is more complex than ever due in part to this increased amount of research used to inform a final decision. With B2B customer experience top of mind, buyers are willing to spend more for a better experience. A staggering 86% of buyers are willing to pay more for great customer experience and buyers are willing to pay an average of 13% more for added features and luxury items when customer experience is high-quality. These B2C buying habits are informing B2B buying habits — making customer experience the linchpin to B2B customer experience success. 

From the importance of self-service tools to how ROI analysis is complicating the customer journey, these statistics give a clearer view of B2B customer experience in 2020.