In today’s B2B landscape, customers’ expectations of technology and telecommunications providers are higher and broader than ever. Recent surveys by McKinsey and Capgemini reveal that business buyers aren’t just looking for basic connectivity or low prices – they are seeking strategic partners who can deliver integrated solutions, innovation, and exceptional service across the board. Below, we break down the ten key wishes that B2B customers across industries are voicing, backed by insightful qualitative and quantitative data from these studies.

1. Reliable Connectivity and Performance (Table Stakes)

B2B customers first and foremost expect their telecom and tech providers to “keep the lights on” with highly reliable core services. Connectivity and network performance have become non-negotiable fundamentals, yet many businesses feel let down in this area. More than 70% of organizations prioritize strict service-level agreements (SLAs) and strong network reliability, but only about one in three are satisfied with how providers meet those standards. This glaring gap (over 40 percentage points) in satisfaction suggests that providers must do better at delivering consistent uptime, fast issue resolution, and robust business continuity plans. Customers view quality connectivity as commodity-like: it must be there, or they will quickly consider alternatives. In fact, about 25% of B2B decision-makers say they would switch vendors if a viable alternative with better bundled offerings emerged. For providers, the message is clear: excellence in core service is the price of admission – without it, nothing else will matter.

2. Robust Security and Data Protection

In 2025, cybersecurity has become the top priority for B2B tech and telecom customers. Over 20% of global B2B respondents in McKinsey’s survey cited security as their most compelling need, ranking it above any other single area. Across regions and company sizes, security consistently emerges as a universal imperatie. For example, more than 70% of organizations in a Capgemini study said cybersecurity is a high-priority aspect of telecom services, and they expect providers to ensure robust protection for their networks and data. Notably, security is often the #1 reason B2B customers switch providers, outranking even product features and price. High-profile incidents in recent years underscore this demand. Business customers want telcos and tech partners that can proactively safeguard their operations via advanced threat protection, compliance with data regulations, and rapid incident response. Trust and cybersecurity have truly become core to B2B technology decisions, so providers must embed security into every offering to meet customers’ expectations.

3. Solution-Centric Offerings and Industry Expertise

Business customers are calling for providers to move beyond one-size-fits-all products and take a solution-centric, consultative approach. Roughly three in five organizations want telecom/tech suppliers to better understand their specific industry and needs, and 67% say providers should “bring the solutions we need,” not just generic services. Clients seek vendors who can deeply grasp their business context – whether it’s a bank needing ultra-secure networks or a manufacturer requiring IoT integration – and then tailor offerings accordingly. In fact, over half of companies would pay a premium for customized services that address their unique requirements. They also value industry expertise: 62% of B2B customers want providers to demonstrate an understanding of their market, and about 49% expect industry-specific solutions designed for their use cases. In essence, customers wish their tech/telco partners to act as true strategic advisors – learning their pain points and co-creating flexible, outcome-driven solutions. Providers that invest in domain-specific knowledge and open, honest dialogue with clients win stronger loyalty.

4. One-Stop Shop Convenience and Integration

Another strong wish from B2B buyers is the convenience of consolidating services with a single strategic provider. Many companies are tired of juggling multiple vendors for connectivity, IT services, security, and other needs – they prefer an integrated, end-to-end solution if possible. Nearly 80% of B2B customers surveyed by McKinsey believe telecom operators have a “right to play” beyond basic connectivity, viewing them as natural partners in adjacent tech domains. Smaller businesses in particular crave one-stop simplicity: 36% of small businesses said they want their telecom operator to become a full-service provider for all their tech and telecom solutions. Globally, this trend is evident – for instance, over 50% of Spanish enterprises now want their telco to serve as a “one-stop shop” provider. Even in other countries, nearly 60% of enterprise customers say they prefer to procure core connectivity as part of an integrated bundle that includes cloud, security, and collaboration tools. The message: customers wish for fewer handoffs and better integration. They imagine a primary partner who can orchestrate a whole ecosystem of solutions for them. Providers that can expand their portfolios (or partner with others) to offer this comprehensive service stand to gain significant loyalty from clients eager for simplicity.

5. Simplified Buying Process and Speed

B2B customers are also expressing frustration with cumbersome procurement and support processes – they wish for a far simpler, faster experience when dealing with providers. A striking 70% of organizations say telecom providers should simplify the overall buying and servicing experience. Currently, the process is often seen as complex and slow: about 51% of companies feel the telecom buying process is too complex, and only 22% are satisfied with the lead times for getting new services. This gap has led to calls for radical streamlining. Customers want to go from quote to implementation with less red tape and delay. Many are asking for self-service portals, transparent pricing, and quicker delivery of solutions. In fact, nearly half of businesses think the entire process should be automated end-to-end. The takeaway: corporate buyers wish their providers would be easier to do business with – by cutting unnecessary steps, speeding up provisioning, and offering more flexible terms.

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6. Digital and Omnichannel Engagement

Today’s B2B customers want the best of both worlds when interacting with their suppliers: the efficiency of digital channels and the personal touch of human channels, in a seamless omnichannel mix. They are increasingly comfortable making large purchases through digital self-service and remote interactions – something unthinkable a few years ago. According to McKinsey’s research, B2B decision-makers clearly prefer a seamless, balanced experience across traditional in-person, remote (phone/video), and online digital channels. Fully digital channels are expected to nearly double in preference in the next 12 months. Even high-value transactions are moving online, with end-to-end digital self-service for purchases over €1 million tripling in volume since 2022. B2B buyers want the convenience to research and buy on their own terms. For providers, enabling this omnichannel journey is crucial. A deft combination of digital tools and human support is the winning formula.

7. Exceptional Customer Experience Service and Transparency

Beyond products and channels, B2B clients are yearning for better customer experience, service and an honest, proactive relationship with their providers. Only 27% of organizations currently rate their telecom providers’ customer experience (CX) as “exceptional,” which means the vast majority see room for improvement. Whether it’s faster support response times, more knowledgeable account managers, or simply clearer communication, customers want to feel valued and understood. Half of businesses surveyed said they are willing to pay a premium for better service and experience. What does “better CX” entail? Open and honest dialogue, consistent experiences across touchpoints, and active listening. In summary, B2B customers wish for a trusted relationship where the provider is responsive, transparent about issues or changes, and truly committed to the customer’s success.

8. Continuous Innovation and Early Access to Technology

Many business customers today expect their telecom and tech partners to be not just service providers, but also innovation leaders that keep them ahead of the curve. In Capgemini’s global survey, a majority of organizations said they would like their telecom provider to serve as a key source of innovation for their business. This means clients are looking for vendors to come forward with cutting-edge ideas and capabilities. As companies undergo digital transformation, they specifically want access to next-generation technologies – enhanced 5G, IoT solutions, edge computing, AI-driven services, and more. As many as 62% of organizations expect telcos to bring industry expertise and orchestrate IT solutions. Moreover, customers prioritize early access to emerging tech. In short, B2B clients wish their providers to be proactive innovation partners that help them stay ahead.

9. Expanded Service Portfolio Beyond Connectivity

Customers across industries have sent a resounding message: they want telecom and tech providers to expand beyond basic connectivity and network services into broader IT and digital solutions. According to McKinsey’s 2025 B2B Pulse survey, nearly 80% of B2B customers believe telcos have a right-to-play in areas beyond core connectivity. This shift invites providers to offer cloud, cybersecurity, data analytics, and other IT services. Beyond-core telecom spend is expected to grow two to three times faster than core connectivity spend. Large enterprises are leading this shift by investing in managed cloud services and software-defined networking. Thus, one of the top wishes is for providers to broaden their portfolios effectively becoming a one-stop-shop for technology.

10. Alignment with Sustainability and Social Goals

Finally, many B2B customers today wish their technology and telecom suppliers would demonstrate a strong commitment to sustainability and corporate social responsibility (CSR). Businesses increasingly have their own ESG targets, and they prefer partners whose values and practices align. In Capgemini’s research, about two in three organizations wanted their telecom providers to show robust dedication to environmentally friendly operations. Furthermore, 56% said that a provider’s alignment with the customer’s sustainability and CSR goals is very important for the customer’s own growth objectives. Yet, there is a current shortfall – only 39% of companies are satisfied with their telecom provider’s sustainability efforts so far. Clients are looking for concrete actions: renewable energy use, carbon reporting, green products, and circular economy initiatives. When customers see a provider actively helping them meet shared sustainability goals, it strengthens the partnership.

Conclusion

B2B customers across technology, media, and telecom sectors have spoken loud and clear about what they value most in a provider. They demand more than basic services at a low price – they want reliable performance and innovative solutions, rock-solid security and proactive service, digital convenience and human-centric support. They envision their telco and tech vendors evolving into strategic partners: trusted advisors that understand their business, provide end-to-end offerings, and help them navigate a rapidly changing digital landscape. Providers that listen and adapt to these wishes can unlock deeper customer loyalty, differentiation from competitors, and long-term growth.

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