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.
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
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.
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?
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.
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?