How B2B companies create an optimal customer experience
B2B commerce is a promising growth market. But how can companies make the B2B shopping experience as convenient as it already is in B2C and thus positively differentiate themselves from the competition?
The future of B2B commerce looks positive: By 2019, sales in Germany, for example, are expected to grow to more than 46 billion euros. It is not just price and product that are decisive for success, but the positive experiences that customers have with a brand. In the B2B environment, one benefits from the experience of B2C in terms of digitization. It is important to accurately assess customer needs based on long-standing relationships and to offer personalized services accordingly. The B2B shopping experience just as convenient as in B2C is a top priority. After all, in an increasingly digitized world, B2B companies must also stand out from the competition and place the needs of customers at the center of all activities. In addition to a flexible system architecture and personalized content, the following four steps lead to the goal:
1. Form steering committees
Digitization affects all departments. Management in particular must actively drive digital transformation and get employees on board. It is helpful to form a committee consisting of representatives from sales, marketing, IT and other departments that is responsible for optimizing the customer experience (CX). Employees who work with the CX solution must be comfortable with it and have a say in its design.
2. create digital timetable
For digitization to succeed, companies need a digital roadmap. When drawing it up, it is important not to stick stoically to a plan for months. Instead, an agile trial-and-error approach is advisable, which allows for deviations and can be adapted to acute needs as required. To create the plan, companies should get an overview of internal and external requirements and keep an eye on what human resources are available - and whether they can meet the requirements. In addition, companies should note how digitization improves ROI. Very important: Disruption does not happen overnight, so it is important to think step by step.
3. communicate consistently across channels
Even in the B2B environment, customers appreciate convenience. Companies should therefore improve usability with simple digital solutions. For example, sales representatives can view inventory information on site in real time and provide product brochures to existing or new customers. When companies establish a consistent corporate design across all channels, such as apps or classic print ads, they ensure high brand continuity and a consistent brand experience. After all, the touchpoints in all customer contact channels are identical both visually and functionally.
4. thinking about the future
To remain competitive, companies need to rethink. In addition to the roadmap, it is important to open up new touchpoints and integrate innovative technologies into the IT infrastructure. It is important not only to keep the complexity of proven systems in mind, but also to consider future expansion. With an open platform that supports easy integration of third-party systems through an API-first and mircroservice approach, companies are optimally equipped for the future.
For more help or tips on how companies can establish needs-based personalization and consistent customer experience to attract new customers, retain their regular customers, and generate more revenue, interested parties can read BloomReach's free whitepaper, "Customer Experience: Success Factor in B2B" at. https://goo.gl/xS6r4L.
Author: Tjeerd Brenninkmeijer is Executive Vice President EMEA at BloomReach (www.bloomreach.com), a provider in the area of personalized digital experience. In addition to growth strategy, he oversees strategic alliances and operations in the EMEA region. As a thought leader in the digital experience space, Tjeerd Brenninkmeijer is frequently featured in industry publications and at industry events.
