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Chemicals and petroleum industry game changer


How leaders are using an omni-channel approach to enhance business-to-business customer engagement

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Like their business-to-consumer (B2C) counterparts, chemicals and petroleum customers demand better business-to-business (B2B) experiences, products, and services. They expect to buy where, when, and how they choose, and the experience extends from search to the time of purchase and beyond. Yet, many companies lack the capabilities to meet their customer-experience aspirations. Customer-centricity requires enterprises to rethink their approach. Chemicals and petroleum companies need to address strategy and culture, channels, data and insights, technology, organization, and skills. With input from 375 executives worldwide, we explore how leading organizations are preparing for, and executing, customer engagement and experience and what others can learn from them.

Based on those surveyed, few chemicals and petroleum companies can deliver seamless omni-channel experiences. Only 14 percent of our respondents said their organizations are very effective executing a consistent experience across channels. To learn how leaders are accomplishing this, download the Research Insight Chemicals and petroleum industry game changer: How leaders are using an omni-channel approach to enhance B2B customer engagement.


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Meet the authors

Dr. Viswanath Krishnan

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, Executive, Chemicals & Petroleum CoC, Global Business Services


Spencer Lin

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, Global Chemicals and Petroleum, Industrial Products and Global CFO Lead, IBM Institute for Business Value


Linda McDowell

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, Partner, Chemicals & Petroleum Practice, Global Business Services


David M. Womack

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, Global Director of Strategy and Business Development for IBM Chemicals and Petroleum Industries


Ash Zaheer

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, Partner and Global Lead for Digital Customer Experience, IBM Chemicals and Petroleum Industries



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