An overwhelming majority of business-to-business (B2B) organizations are spending more on initiatives to improve their customers’ experience but many are not getting the most return on those investments, according to new research from Accenture. In fact, the study, based on a survey of 1,458 sales, service and customer executives of B2B companies in 13 countries, suggests most (76 percent) may be wasting up to half of their investment on ineffective customer experience initiatives.   Accenture’s...