Customer experience covers such a multitude of interactions between businesses and their audiences that it’s impossible to universally define its scope and scale. Even so, leaders in every sector recognize that the qualities of those interactions can make or break their brands.

In a survey of over 220 senior leaders at B2B companies spanning a range of industries, Econsultancy, in conjunction with SAP, explored the challenge of addressing and improving customer experience. The research suggests that, while most in B2B recognize the importance of satisfying customers better, there are significant obstacles to be overcome – some of which are self-imposed.

Download the e-book, The Tension in B2B Customer Experience Management, to review results of the research and a foreword by management expert Peter Drucker.