Omnipresent omni-challenge

McKinsey’s most recent global B2B Pulse reveals that B2B companies have reached equilibrium in their omnichannel capabilities—just in time for customers to disrupt that balance again.

New research by McKinsey found that customers expect omnichannel to offer more channels, more convenience, and a more personalised experience. And if they don’t get what they’re looking for, they’ll take their business elsewhere.

The results are a wake-up call. B2B companies that assume they’ve cleared the omnichannel bar in sales and marketing will need to think again. The main findings are:

• Omnichannel is a path to share growth. The more channels a sales organisation deploys, the bigger the market share gains.
• There are no exceptions. All B2B customers prefer omnichannel, no matter their industry, country, size, or customer relationship stage.
• B2B loyalty is up for grabs. Customers are more willing than ever to switch suppliers to gain exceptional omnichannel experiences.
• Strength in the numbers. The new bar for omnichannel excellence is ten or more channels over three engagement modes (in-person, remote, and self-service), delivered 24/7.
• Five “must do’s.” Customers are resoundingly clear on the five capabilities they most want from omnichannel: performance guarantee (full refund), product availability shown online, ability to purchase from any channel, real-time/always-on customer service, consistent experience across channels.