A study by Avanade shows that business customers behave like private consumers.Progressive companies are changing their business processes, companies are changing their business processes to reflect the working world influenced by mobile devices, collaboration tools and social networks. One key finding: The Consumerization of Sales - the end-user behavior of business customers, shaped by the use of mobile devices and technologies as well as viral effects of social networks, is already significantly influencing the design of sales structures at many companies. And business decision-makers say they are prepared to spend up to 30 percent more if they can expect an above-average customer experience in return. More than half of the study participants (56 percent) already confirm that they have deliberately spent more on a product in the last six months because it promised a better overall experience than the lower-priced alternatives. Another finding: seven out of ten executives believe that cutting-edge technology will replace human interaction with customers within the next decade.The key findings of the study:1. Business customers adapt the purchasing behavior of private consumers.2. Companies are responding to technology-driven change by adapting their sales structures and increasing technology investments.3. Price is no longer the main decision criterion for a product or service - instead, companies can turn the customer experience into cash.4. Companies that internalize this change clearly stand out from their competitors.5. Vendor-customer relationships are no longer seen as a mere sequence of business transactions, but are developed into an overall experience that is viewed as positive.