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: This cookie is required to save cookie settings. It is a purely technical cookie.

HubSpot:

  • Cookie Name: __hs_opt_out
    Storage Duration: 6 months
    Description: This cookie is used by the opt-in privacy policy to prompt the visitor to accept cookies again. It is set when you allow visitors to disable cookies. It contains the string "Yes" or "No."

  • Cookie Name: __hs_d_not_tracking
    Storage Duration: 6 months
    Description: This cookie can be set to prevent the tracking code from sending information to HubSpot. It contains the string "Yes."

  • Cookie Name: _hs_initial_opt
    Storage Duration: 7 days
    Description: This cookie is used to prevent banners from being displayed every time visitors access your website in strict mode. It contains the string "Yes" or "No."

  • Cookie Name: __hs_cookie_cat_pref
    Storage Duration: 6 months
    Description: This cookie is used to capture the categories a visitor has consented to. It contains data about those categories.

  • Cookie Name: __hs_gpc_banner_dismiss
    Storage Duration: 3 months
    Description: This cookie is used when the Global Privacy Control banner is dismissed.

  • Cookie Name: hs_ab_test
    Storage Duration: Until the end of the session
    Description: This cookie is used to ensure that visitors see the same version of an A/B test page they were shown previously. It contains the ID of the A/B test page and the ID of the variant selected for the visitor.

  • Cookie Name: __cfruid
    Storage Duration: Until the end of the session
    Description: This cookie is set by HubSpot's CDN provider in accordance with its rate-limiting policies.

  • Cookie Name: ___cfuvid
    Storage Duration: Until the end of the session
    Description: This cookie is set by HubSpot's CDN provider in accordance with its rate-limiting policies.

  • Cookie Name: ___cf_bm
    Storage Duration: Until the end of the session
    Description: This cookie is set by HubSpot's CDN provider in accordance with its rate-limiting policies.

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 distinguish between users.

Cookie Name: _gid
Storage Duration: 24 months
Description: Used to distinguish between users.

Cookie Name: _gat
Storage Duration: 1 minute
Description: Used to throttle the request rate. If Google Analytics is provided via Google Tag Manager, this cookie is named dc_gtm<property-ID>.

Cookie Name: hide-cookieinfo
Storage Duration: 30 days
Description: Cookie set for querying the cookies.

HubSpot

Cookie Name: __hstc
Storage Duration: 6 months
Description: The main cookie for visitor tracking. It contains the domain, the user token (hubspotutk), the first timestamp (of the first visit), the last timestamp (of the last visit), the current timestamp (for this visit), and the session count (increases with each subsequent session).

Cookie Name: hubspotutk
Storage Duration: 6 months
Description: This cookie tracks the identity of a visitor. This cookie is passed to the HubSpot software when submitting a form and is used for deduplicating contacts. It contains an opaque GUID to represent the current visitor.

Cookie Name: __hssc
Storage Duration: 30 minutes
Description: This cookie tracks sessions. It is used to determine whether the HubSpot software needs to increment the session count and timestamps in the __hstc cookie. It contains the domain, the number of page views (viewCount, increases with each page view in a session), and the session start timestamp.

Cookie Name: __hssrc
Storage Duration: End of session
Description: Whenever the HubSpot software changes the session cookie, this cookie is also set. It determines whether the visitor has restarted the browser. If this cookie is not present when HubSpot manages cookies, it is considered a new session. It contains the value "1" if present.

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: bcookie
Storage Duration: 365 days
Description: Browser Identifier cookie to uniquely identify devices accessing LinkedIn to detect abuse on the platform and for diagnostic purposes.

Cookie Name: bscookie
Storage Duration: 365 days
Description: Used for remembering that a logged-in user is verified by two-factor authentication and has previously logged in.

Cookie Name: JSESSIONID
Storage Duration: Session
Description: Used for Cross-Site Request Forgery (CSRF) protection and URL signature validation.

Cookie Name: lang
Storage Duration: Session
Description: Used to remember a user's language setting to ensure LinkedIn.com displays in the language selected by the user in their settings.

Cookie Name: lidc
Storage Duration: 1 day
Description: To facilitate data center selection.

Cookie Name: sdsc
Storage Duration: Session
Description: Signed data service context cookie used for database routing to ensure consistency across all databases when a change is made. Used to ensure that user-inputted content is immediately available to the submitting user upon submission.

Cookie Name: li_gc
Storage Duration: 180 days
Description: Used to store consent of guests regarding the use of cookies for non-essential purposes.

Cookie Name: li_mc
Storage Duration: 180 days
Description: Used as a temporary cache to avoid database lookups for a member's consent for use of non-essential cookies and used for having consent information on the client side to enforce consent on the client side.

Cookie Name: UID
Storage Duration: 720 days
Description: Cookie used for market and user research.

Cookie Name: UserMatchHistory
Storage Duration: 30 days
Description: LinkedIn Ads ID syncing.

Cookie Name: AnalyticsSyncHistory
Storage Duration: 30 days
Description: Used to store information about the time a sync took place with the lms_analytics cookie.

Cookie Name: lms_ads
Storage Duration: 30 days
Description: Used to identify LinkedIn Members off LinkedIn for advertising.

Cookie Name: lms_analytics
Storage Duration: 30 days
Description: Used to identify LinkedIn Members off LinkedIn for analytics.

Cookie Name: li_fat_id
Storage Duration: 30 days
Description: Member indirect identifier for Members for conversion tracking, retargeting, and analytics.

Cookie Name: li_sugr
Storage Duration: 90 days
Description: Used to make a probabilistic match of a user's identity.

Cookie Name: _guid
Storage Duration: 90 days
Description: Used to identify a LinkedIn Member for advertising through Google Ads.

Cookie Name: BizographicsOptOut
Storage Duration: 10 years
Description: Used to determine opt-out status for non-members.

Cookie Name: li_giant
Storage Duration: 7 days
Description: Indirect identifier for groups of LinkedIn Members used for conversion tracking.

Cookie Name: oribi_cookie_test
Storage Duration: Session
Description: To determine if tracking can be enabled on the current domain.

Cookie Name: oribili_user_guid
Storage Duration: 365 days
Description: Used to count unique visitors to a website.

Cookie Name: ln_or
Storage Duration: 1 day
Description: Used to determine if Oribi analytics can be carried out on a specific domain.

Cookie Name: ar_debug
Storage Duration: Session
Description: Supports Google attribution reporting API integration to mitigate signal loss.

Lead Forensics

Cookie Name: __lfluuid
Storage Duration: 10 years
Description: The _lfuuid cookie allows a website to track visitor behavior on the sites on which the cookie is installed. Tracking is performed anonymously until a user identifies himself by submitting a form.

Changing privacy settings

Imprint

Data protection statement