Is your B2B ready to provide next-level CX?

Is your B2B ready to provide next-level CX?

Next-level CX for B2B

Is your B2B ready?

You know the story. You log into Amazon and see related products to the things you have browsed or purchased before. You see your name in a greeting. They know you so well. 

Improve your CX with KPS

Increased personalisation, smoother customer journeys and more seamless processes.

It’s the customer experience we have all become used to in the B2C world and everyone, from all industries and backgrounds, will know how it all works. That familiarity means people expect it to always work like that whenever they order anything online; be it socks, food, books or even a car.

When the CX is not meeting those expectations and offers up something more analogue and clunky, it’s jarring. And it does not stop there, in B2C consumers are looking for even more from their experience. Increased personalisation, smoother customer journeys and more seamless processes. B2C is looking for the next digital innovation whilst B2B is still very much digitally immature and trying to overcome many challenges. It is as if one industry is well experienced in space travel and the other one is only just starting to think about the possibility of flying.

challenges for B2B

Maintain great customer experience

What are the challenges for B2B?

Let us talk about the challenges that are stopping great customer experiences in B2B from getting off the ground. Speaking on a recent roundtable hosted by KPS, industry leaders in the area came together to discuss

g
  1. Identifying the true customer
    In B2C it’s often fairly easy to identify the customer and serve them accordingly. However, in B2B it’s much harder because there are multiple decisions makers involved, and this makes knowing who the actual customer is very difficult. This makes it harder to provide the right CX because businesses aren’t sure who it’s for.
  2. Adopting low-cost routes
    Cost is a massive issue with developing and configuring monolithic systems so the challenge is how can low-cost routes be adopted to encourage customers?
  3. Getting a global overview of all systems
    The older and bigger the business, the more pieces of the jigsaw need fitting in conjunction with each other. A perfect example is supply and manufacturing often not being connected which make it difficult to provide the correct front-end customer experience. The key is getting a global overview of these systems and finding a way to bring them together.

Which B2Bs have successfully adopted a modern CX

There are many brands getting CX right in the B2B space, showcasing what a good B2B strategy looks like. Picky Bars, who sell their food products to consumers and retailers across the globe, have an attractive and highly functional B2B storefront which mirrors the user-friendly feel of its B2C counterpart. Customers can make bulk orders quickly via an order form, read detailed product pages with images, descriptions and key nutritional information, and allows new and repeat orders to be made in just a few clicks – just as retail experiences do.

Succesful and modern CX

Another one that has caught our eye is eFashion Paris – a marketplace selling clothes and accessories to fashion professionals.

Logged in customers can filter products down by a range of specifications including colour, style and brand, and each product page tells you available quantities and sizes, helping businesses plan their product range and inventory.

These wonderful examples show just how effective providing next level CX can be. Are you ready for lift off?

More Insights

You might be interested in these topics

KPS Marketplace

Marketplace

Digital marketplaces are the new eCommerce battleground

Like many terms within eCommerce, there isn’t an official definition of a digital marketplace, but you can easily view it as an eCommerce website that allows multiple third-party merchants to sell their products or services through it.

Read more

KPS Marketplace

Marketplace

The Marketplace patent solution

For which sectors, company sizes and target groups would an online marketplace really make sense? What special features should retailers implement to guarantee success?

Read more

Loyalty Program

Loyalty

Do loyalty programmes really work?

Businesses are right to take the opportunity to reach out to customers and start to build a relationship. Just, make sure you have something to offer.

Read more

Privacy settings

We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience. With your consent, we use cookies to analyse the usage of our website. We also use cookies for marketing to help us measure the success of our marketing efforts. In the settings you will find detailed information about the individual cookies, and you can refuse the use of cookies. You can change or revoke your selection at any time on any KPS.com page in the footer under Privacy Settings.

Essential Cookies

Essential cookies enable basic functions and are necessary for the proper functioning of the website.

  • Cookie Banner
    Cookie Name: kps-privacy-settings
    Value: PrivacyLevel_0#a
    Storage duration: 4 weeks
    Description: Cookie is required to save cookie settings. This is a purely technical cookie.
  • Qualtrics intercept:
    Cookie Name: QSI_SI_1Fb3MKgsothXM21_intercept
    Value: hash value of the session ID and query parameters assigned to this session ID
    Storage period: 1 week
    Description: Cookie is used to maintain a session or track survey sessions so that they are not repeated.
Functional cookies

Functional cookies are used by third parties or publishers to display personalised advertisements. They do this by tracking visitors across websites.

Google Analytics

Cookie Name: _ga
Storage duration: 2 years
Description: Used to differentiate between users.

Cookie Name: _gid
Storage duration: 24 hours
Description: Used to differentiate between users.

Cookie Name: _gat
Storage duration: 1 minute
Description: Used to throttle the demand rate. When Google Analytics is delivered via Google Tag Manager, this cookie is named _dc_gtm_ <Property ID>.

Cookie Name: hide-cookieinfo
Storage period: 30 days
Description: Cookie that is set to query the cookies.

External media

Content from video platforms and social media platforms is blocked by default. If cookies from external media are accepted, access to this content no longer requires manual consent.

LinkedIn Tag

Cookie Name: li_oatml
Storage duration: 30 days
Description: This cookie is used to identify LinkedIn members outside of LinkedIn for promotional and analytical purposes outside of the designated countries and, for a limited time, for promotional purposes in the designated countries.

Cookie Name: lidc
Storage duration: 24 hours
Description: This cookie optimises the selection of the data centre.

Cookie Name: lissc
Storage duration: 365 days
Description: This cookie ensures that all cookies in this browser use the same SameSite attribute.

Cookie Name: s_sq
Storage duration: Session
Description: Adobe Analytics uses this cookie to store information about the previous link that a user clicked on.

Cookie Name: AMCVS_14215E3D5995C57C0A495C55%40AdobeOrg    Storage duration: Session
Description: For the Adobe Experience Cloud, this cookie indicates when a session began.

Cookie Name: lang
Storage duration: Session
Description: This cookie remembers the language setting of a user.

Cookie Name: s_cc
Storage duration: Session
Description: This cookie is used by Adobe Analytics to determine whether cookies are enabled.

Cookie Name: UserMatchHistory
Storage duration: 30 days
Description: This cookie is used to synchronize the IDs of LinkedIn Ads.

Cookie Name:  AMCV_14215E3D5995C57C0A495C55%40AdobeOrg   
Storage duration: 180 days
Description: This is a unique identifier for the Adobe Experience Cloud.

Cookie Name: bcookie
Storage duration: 730 days
Description: This cookie is a browser identification. It is used to uniquely identify devices accessing LinkedIn in order to detect misuse of the platform.

Cookie Name: _ga
Storage duration: 730 days
Description: This is a cookie for Google Analytics.

Cookie Name: _gid
Storage duration: 24 hours
Description: This is a cookie for Google Analytics.

Lead Forensic

Cookie Name: __lfuuid
Storage duration: 10 years
Description: Allows a website to track visitor behavior on the sites.

HubSpot

Cookie Name: __hstc
Storage duration: 6 months
Description: It contains the domain, utk, initial timestamp (first visit), last timestamp (last visit), current timestamp (this visit), and session number (increments for each subsequent session).

Cookie Name: __hubspotutk
Storage duration: 6 months
Description: It contains an opaque GUID to represent the current visitor.

Cookie Name: __hssc
Storage duration: 30 minutes
Description: This is used to determine if HubSpot should increment the session number and timestamps in the __hstc cookie. It contains the domain, viewCount (increments each pageView in a session), and session start timestamp.

Cookie Name: __hssrc
Storage duration: expires at the end of the session
Description:Whenever HubSpot changes the session cookie, this cookie is also set to determine if the visitor has restarted their browser. If this cookie does not exist when HubSpot manages cookies, it is considered a new session.

Changing privacy settings

·

Imprint

·

Data protection statement