The importance of an efficient service relates to the second finding: the way the experiences of B2B buyers in the online consumer world has influenced their expectations.

http://www.mckinsey.com/business-functions/digital-mckinsey/our-insights/when-b2b-buyers-want-to-go-digital-and-when-they-dont?cid=other-eml-alt-mkq-mck-oth-1708&hlkid=7beba5578fe24392a18750aae0bf2e05&hctky=1558268&hdpid=a5fd51e9-47c5-440f-a512-9ae8afeae342