The thought of creating a personalized omni-channel experience might seem a little daunting; however, in today’s ever-evolving digital world, it is essential an ecommerce company moves along with modern technology.
A B2B organization must therefore focus on the implementation of innovative technologies into their daily operations, as well as transforming legacy organizational processes and structures.
The Customer Experience
If you want to succeed in the B2B market, you must remember that the average B2B customer will regularly use B2C services, such as Amazon. The customer will therefore be familiar with the many conveniences available from online stores, so they will expect to find the same level of service from a B2B e-commerce website, too.
If a B2B organization wants to increase their revenue, they must aim to deliver enhanced customer experiences that can be personalized to a customer’s needs. Unfortunately, if they fail to adapt to the digital age, they will struggle to compete with more forward-thinking competitors in the B2B marketplace.
Take Inspiration from B2C
Do you experience more interaction with B2B or B2C companies online? We’re guessing it is B2C.
Because the industry regularly adapts to technology changes and customer demand, whilst successfully marketing their products and services.
Take inspiration from the B2C market by:
- Personalizing content
- Creating robust search capabilities
- Improving the navigational experience
- Incorporating seller analytics onto ecommerce platforms
- Offering multiple storefronts to adapt to a product line or reseller
- Providing loyalty incentives
- Creating a mobile app or mobile browser experience
The Personalization Process
B2B customers inherently require a personalized process as they will have individual pricing conditions based on their customer grouping. They will also requires more detailed account management functionality.
The B2B customer experience should be just as engaging as a B2C experience, if not more, which is why it is important to integrate learnings from the B2C user experience into a B2B ecommerce platform.
Improved online buying tools will create a greater customer experience, which will lead to a customer becoming familiar with your services.
If a competitor fails to offer the same level of convenience on their website, you can guarantee they will remain loyal to your company.
Your goal as the B2B organization should be to make a customer’s life easier, which is why personalization can be the ideal solution as you can customize offers to select customers, providing an improved search facility which allows the customer to review their invoices and statements in one place.
If you want to be one step ahead of the competition, you must offer a personalized web experience to encourage brand loyalty and improve the customer experience. For larger organizations, such as those running SAP, there are numerous companies who can help with digital transformation, such as Weaveability, who can provide a real-time omni-channel solution with zero integration.
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