Source page: McKinsey & Company
Commentary
B2B selling: Business to business, or back to basics?
Customer experience | Marketing & Sales
August 20, 2021 – Many OEMs have to do a better job of understanding what customers want and need. Consider the gaps revealed in our recent research. Sixty percent of B2B customers want to buy online, and 62 percent prefer to reorder online. But only 13 percent of industrial OEMs offer digital solutions of any kind, and only 10 percent offer online self-service tools for placing reorders.
To read the article, see “How to boost growth in industrial services: Better customer experience,” July 28, 2021.
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Visual form
Six-panel dot-matrix comparison chart.
Layout / body structure
The chart is arranged as a 2 by 3 grid. Read the top row first for what customers expect, moving left to right across the three themes, then drop to the bottom row to see what organizations are offering on those same themes.
What is being compared
The chart compares customer expectations with organizational delivery across remote sales, easy reordering, and e-commerce or self-service capabilities. It is also comparing how sharply each customer demand exceeds what organizations say they currently provide.
Measurement system
Each panel is a 10 by 10 dot matrix representing percent share out of 100. Dark dots in the top row and blue dots in the bottom row mark the reported share, with the large number under each grid giving the exact percentage.
Visible structure inside the graphic
The top row contains three nearly filled dot grids labeled remote sales, easy reordering process, and e-commerce models. The bottom row mirrors the same three positions with much smaller filled segments, making the expectation-versus-offer gap visible at a glance across all three columns.
Main takeaway from the visual
Customer expectations are visibly high across all three digital-service areas, while organizational offerings sit far lower in every matching panel. The eye is drawn to the large dark blocks on top and the small blue bands underneath, which makes the capability gap look structural rather than marginal.
Key standout values or extremes
Remote sales is the biggest panel at the top with 90 percent, followed by easy reordering at 62 percent and e-commerce models at 60 percent. On the offering side, only 18 percent say they have a customer-centric strategy, 13 percent say they can offer digital solutions with current capabilities, and 10 percent say they offer online or automatic customer self-service tools.
Controls / sequence, when applicable
This is a static chart image with no in-chart controls to operate.
Companion media, when applicable
There is no separate companion audio or video; the chart image is the full visual on this page.