How to Guide Buyers Through a Unified Experience

B2B buyers who were engaging in a predominantly sales led process, they didn't have as my levels of post purchase regret, but they did have was lower quality deals. They're more likely to regret those purchases. But if the seller, if the seller is leading the buyer through the purchase journey, what we saw was that there were sometimes missed opportunities for that seller to uncover deeper buyer needs. So how do you guide buyers through a unified experience? We found that there were three lenses to evaluate what the journey can look and feel like from the customer's perspective. Seamlessness being all about consistency; prescription or self-reflective learning are also important.

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