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B2B Omni-Channel Commerce Platform of the Future

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Le aspettative del cliente guidano le aziende B2B verso un’esperienza omni-channel che mira a costruire e mantenere la relazione con il cliente. Le aziende si trovano dunque ad affrontare nuove sfide a livello tecnologico ed organizzativo per soddisfare le esigenze dei venditori e mantenere e crescere le proprie quote di mercato.

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B2B Omni-Channel Commerce Platform of the Future

  1. 1. B2B Omni-Channel Commerce Platform of the Future eCommerce Forum Milano, 21 Aprile 2015
  2. 2. Copyright © 2015 Accenture. All rights reserved. 2 $+ B2B undergoing deep transformation B2B eCommerce sales will reach 6,7T$ by 2020 (27% of total B2B) Purchases made by humans  B2C techniques increasing importance Technology development impacts on organizations and processes
  3. 3. Copyright © 2015 Accenture. All rights reserved. 3 Today’s Agenda Outcomes from an Accenture Survey A B2B Customer journey Findings
  4. 4. 4Copyright © 2015 Accenture. All rights reserved. Accenture Interactive Outcomes from an Accenture Survey
  5. 5. Copyright © 2015 Accenture. All rights reserved. 5 B2B on the field Outcomes from Accenture Survey (*) Source: a commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris, March 2014 Required organizational and process change How to leverage technology to serve B2B Buyers Omni-Channel experiences in B2B B2B Buyers’ expectations
  6. 6. Copyright © 2015 Accenture. All rights reserved. 6 B2B Buyers’ expectations for online Commerce mirror Consumer preferences B2B Buyers’ expectations Main drivers for online Commerce
  7. 7. Copyright © 2015 Accenture. All rights reserved. 7 B2B Buyers’ expect cross channel visibility and Omni-Channel fulfillment B2B Buyers’ expectations Cross channel functionalities
  8. 8. Copyright © 2015 Accenture. All rights reserved. 8 What lead to B2B Buyer loyalty B2B Buyers’ expectations Customer Loyalty
  9. 9. Copyright © 2015 Accenture. All rights reserved. 9 Customer satisfaction is the primary driver for Omni-Channel initiative Omni-Channel experiences in B2B The importance of a rich Omni-Channel experience
  10. 10. Copyright © 2015 Accenture. All rights reserved. 10 Effective Search functionality is the top priority for Buyers and Sellers: Omni-Channel experiences in B2B Technology priorities for B2B Buyers/Sellers
  11. 11. Copyright © 2015 Accenture. All rights reserved. 11 Usage of payment cards ranks on top for both Buyers and Sellers: Omni-Channel experiences in B2B B2B purchasing options
  12. 12. Copyright © 2015 Accenture. All rights reserved. 12 Most of investments focused on Omni-Channel and eCommerce assets: How to leverage technology Leverage on technology to serve savvy B2B Buyers
  13. 13. Copyright © 2015 Accenture. All rights reserved. 13 Drill-down on key functionalities expected from eCommerce platforms How to leverage technology Leverage on technology to serve savvy B2B Buyers
  14. 14. Copyright © 2015 Accenture. All rights reserved. 14 Pricing optimization and personalized recommendations are on top of B2B investment agenda Organizational and Process Changes Key technology innovations where invest on
  15. 15. Copyright © 2015 Accenture. All rights reserved. 15 Main barriers to the full implementation of Omni-Channel strategies Organizational and Process Changes Technology is enabled by organizational changes
  16. 16. 16Copyright © 2015 Accenture. All rights reserved. Accenture Interactive Customer Journey B2B
  17. 17. Copyright © 2015 Accenture. All rights reserved. 17 B2B Customer journey 1 Frank arrives at his customer’s site 2 Frank reviews customer information 3 Frank identifies a sales opportunity 4 Frank builds a tailored product brochure 8 Customer receives follow up 7 Loyalty program is activated 6 Frank enables client self-service 5 Frank reviews the product with the customer 9 Marketing officer reviews results Frank
  18. 18. Copyright © 2015 Accenture. All rights reserved. 18 01 Frank arrives at his Customer’s site Customer Experience Frank, a sales rep for B2BCo, sets out to meet with his customer from IndustriCo (an electrical subcontractor) at the job site for a new hospital As Frank pulls into the work site, his B2BCo iPad app detects his location and asks if he is visiting IndustriCo’s site Frank confirms his location, launching the app and pulling up relevant data and insights about his customer
  19. 19. Copyright © 2015 Accenture. All rights reserved. 19 02 Frank Reviews customer information The iPad app provides IndustriCo’s profile data and information on its procurement departments buying history, with key metrics that Frank can leverage to identify customer engagement opportunities Frank reviews IndustriCo’s customer value scorecard and key sales and margin KPI’s across product categories A predictive recommendation engine suggests products appealing for IndustriCo’s basing on prior buying pattern Frank reviews IndustriCo’s interaction analysis for an integrated view of customer touch points across all channels Customer Experience
  20. 20. Copyright © 2015 Accenture. All rights reserved. 20 03 Frank identifies a sales opportunity Frank finds IndustriCo’s interaction analysis interesting, and decides to explore their web browsing history further Frank is able to drill in on the products and services that IndsutriCo has recently searched for and/or reviewed These recent web searches, coupled with the earlier review of IndustriCo’s sales history, helps Frank identify a sales opportunity for harmonic transformers Customer Experience
  21. 21. Copyright © 2015 Accenture. All rights reserved. 21 04 Frank builds a tailored product brochure Frank quickly tailors a brochure on his iPad to showcase the single-phase transformers that IndustriCo has been researching The brochure microsite includes product specs, product views and product comparisons targeted for IndustriCo as well as tailored pricing information Armed with a holistic view of his client and a tailored digital brochure, Frank is ready for his meeting Customer Experience
  22. 22. Copyright © 2015 Accenture. All rights reserved. 22 05 Frank reviews the product with the Customer After catching up on the most recent construction progress Frank and Bill, a category sourcing manager in IndustriCo’s procurement organization, sit down to review IndustriCo’s current product portfolio Frank suggests the purchase of single- phase transformers and brings up the microsite on his iPad to review with Bill Bill likes the product specs and price point for the 15 KVA transformers and decides to order three of them on the spot Customer Experience
  23. 23. Copyright © 2015 Accenture. All rights reserved. 23 06 Frank enables client self-service Frank educates Bill on B2BCo’s new smartphone app, helping him to download and set it up The app allows Bill to scan the bar code of any B2BCo product, bringing up an order page for self-service replenishment In addition, he is able to review shipment details and purchasing history Frank introduces Bill to a business social community accessible via app, where he could share ideas with other B2BCo customers on topics of common interest Customer Experience
  24. 24. Copyright © 2015 Accenture. All rights reserved. 24 07 Loyalty program is activated Along with gaining flexibility in his ability to self-serve replenishment orders, Bill is also able to join B2BCo’s loyalty program The program provides Bill with incentives to use the self-service channel, including specialty pricing and discounts While providing Bill with a new and engaging channel, the loyalty program allows Frank to focus on higher value transactions for IndustriCo Customer Experience
  25. 25. Copyright © 2015 Accenture. All rights reserved. 25 08 Customer receives follow up Wrapping up the meeting and heading to his car, Frank closes out his customer visit using the B2BCo iPad app Bill is automatically sent an e-mail with the details of his meeting with Frank, including his single-phase transformer transaction At the bottom of the email, there is a link inviting Bill to visit his personalized page on B2BCo’s website where he can review his transaction history and set up his loyalty program benefits Customer Experience
  26. 26. Copyright © 2015 Accenture. All rights reserved. 26 09 Marketing Officer reviews results Back at B2BCo’s headquarters, Frank participates in the regional sales team’s quarterly meeting $+ Frank is able to share the number of high value activities he has completed with IndustriCo in addition to the sale of the transformers to Bill Based on a review of the Marketing Performance Dashboard, Rebecca, B2BCo’s CMO, concurs that moving clients to a self-service model increases their overall value by 60% Customer Experience
  27. 27. Copyright © 2015 Accenture. All rights reserved. 27 Summary The B2B Omni-Channel Commerce Platform of the Future Loyalty Driven by Omni-channel A comprehensive omni-channel experience helps to build customer loyalty Omni-channel Focus High customer expectations drive B2B firms towards rich omni-channel experiences Technology Matters Merchants must adapt their technology to buyer needs to maintain and increase the market share $+ Technology and Organization Alignment Technology investments must be aligned with organizational and process changes

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