Published: 07 October 2024
Frustrated users who limit their software use can delay technology deployment and adversely impact renewals, business expansion and sales. This research provides product leaders with insights into users’ influence in B2B technology buying decisions and actions to leverage it in their sales strategy.
Findings indicate that indirect channels — such as describing experiences to peers and reviewing products on public websites, as opposed to providing feedback to IT, management or vendors — can influence the virality of adoption and are used often. Additionally, 63% of users report that IT departments actively seek their feedback for software evaluations, highlighting user influence on IT purchases.
Fifty-four percent of users who had a negative experience with technology took resistantactions, such as putting off using the application, trying to shift usage responsibilities to others or using the bare minimum. This resistance had an impact on both
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Analysts:
Tech Buying Behavior Research Team, Craig Roth
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