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Mage Titans USA 2016 - Brendan Falkowski Designing the B2B Experience

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I spent the last four years advocating for responsive design as a scalable strategy to beat consumer’s expectations in a multi-device world. The B2C world shifted dramatically from designing for a screen to designing for users, which put tremendous pressure on B2B businesses to keep pace.

My last two years were focused on the B2B space and extending the considerations of RWD to customers that behave differently than a consumer but have the same critical eye.

This presentation details my thought process designing the user experience and services for the B2B customer and what it really takes to beat the curve.

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Mage Titans USA 2016 - Brendan Falkowski Designing the B2B Experience

  1. 1. Brendan Falkowski @Falkowski
  2. 2. GravityDept.com
  3. 3. Frontend Consulting For GEMAIRE
  4. 4. gravitydept.com/to/acumen Acumen Theme Acumen 2 (demo ready…for real) Powers 1400+ stores Supported for 6+ years
  5. 5. I help companies solve business challenges with design.
  6. 6. Good design puts the business and customer on equal footing.
  7. 7. 2009 to 2013: B2C and RWD
  8. 8. What I learned designing for B2B
  9. 9. B2B Challenges
  10. 10. Site traffic Conversion rate Average order value 1. Revenue Growth
  11. 11. Buying Selling Growth 2. Complexity Management
  12. 12. Simplicity Visibility Personalization 3. Customer Experience Management
  13. 13. B2B businesses have more complexity and move slower
  14. 14. B2B technology often feels dated compared to B2C
  15. 15. B2C escalation is forcing B2B to change rapidly
  16. 16. B2B buyer expectations are anchored by B2C experiences
  17. 17. Under 33% B2B sites that invested in multi-device support https://www.b2becommerceworld.com/2015/11/23/b2b-e-commerce-sites-have-lots-upgrading-do
  18. 18. 18% B2B companies with native mobile apps https://www.b2becommerceworld.com/2015/11/23/b2b-e-commerce-sites-have-lots-upgrading-do
  19. 19. 26% B2B companies with responsive websites https://www.b2becommerceworld.com/2015/11/23/b2b-e-commerce-sites-have-lots-upgrading-do
  20. 20. B2B businesses need to leapfrog a generation of technology
  21. 21. 56% B2B buyers prefer to be purchasing online by 2017 http://magento.com/blog/best-practices/10-ways-boost-b2b-shopping-experience
  22. 22. 74% B2B buyers who research over half their purchases online https://www.internetretailer.com/2015/04/02/new-report-predicts-1-trillion-market-us-b2b-e-commerce
  23. 23. 30% B2B buyers who can actually complete purchases online https://www.internetretailer.com/2015/04/02/new-report-predicts-1-trillion-market-us-b2b-e-commerce
  24. 24. Shopping vs. Buying
  25. 25. Shopping noun: the action or activity of purchasing goods from stores
  26. 26. Consumers care about the store experience
  27. 27. Prices online are generally the same everywhere
  28. 28. When price/selection/quality are equal, services set you apart
  29. 29. Procurement
  30. 30. Constantly shopping around is expensive for businesses
  31. 31. Product specifications Quantity Price flexibility Need by date Supply location
  32. 32. Businesses prefer long-term relationships with suppliers
  33. 33. Revzilla builds trust through season after season of revised gear advice
  34. 34. I buy from Revzilla because their service is a reliable expert
  35. 35. A service is more valuable than your products
  36. 36. Manufacturers prefer to diversify their partnerships
  37. 37. Manufacturers selling direct online changes the landscape for distributors
  38. 38. Design services that are critical to your customer’s success
  39. 39. Stocking products and fulfilling orders isn’t enough anymore
  40. 40. Designing Services
  41. 41. Businesses need to be sold on the long-term relationship
  42. 42. One-off buyers can cost B2B sellers because their margins are low
  43. 43. Stable buying patterns come from building indispensable services
  44. 44. 1. Onboarding customers 2. Onboarding employees 3. Data advantage 4. Wayfinding and search 5. Personalization 6. Real-time pricing and inventory 7. Power user features 8. Merchandising 9. Omni-channel efficiency
  45. 45. Onboarding Customers
  46. 46. 44% B2B buyers say onboarding is too complex Oracle, “Taking the Wheel” B2B report
  47. 47. Customer acquisition is hard: 1. Value is hidden 2. Complex registration
  48. 48. They buy below minimum quantities Restricted by partner agreements Products require a license/authority to buy B2B sellers may block consumers completely because:
  49. 49. B2B sites may sell to consumers with different terms and pricing
  50. 50. Selling direct to consumers will frustrate B2B buyers who markup products
  51. 51. These challenges add complexity to B2B onboarding
  52. 52. New Customers
  53. 53. Tell customers everything they will need before they start registration
  54. 54. Avoid delays between registration and activation
  55. 55. Consider disabling order functionality pre-activation so new users can still explore
  56. 56. Automate contract creation if possible
  57. 57. Standardized terms enable a customer to start buying immediately
  58. 58. Existing Customers
  59. 59. Don’t assume existing customers will adopt new services
  60. 60. Build a pathway so existing customers can link their offline accounts together online
  61. 61. Be liberal when accepting account info for verification
  62. 62. Picky validation frustrates legitimate customers
  63. 63. The best way to onboard existing customers is making accounts for them
  64. 64. Sales reps should schedule time to promote and demonstrate online ordering’s benefits
  65. 65. Onboarding is an opportunity to redefine the sales relationship + get raw feedback
  66. 66. Onboarding Employees
  67. 67. https://www.b2becommerceworld.com/commentary/2016/03/07/building-b2b-e-commerce-site-get-your-employees-board If you don't get nearly all of your employees supporting your e-commerce initiative, it's not going to have legs. “ Michael Mayer Director, E-business Strategy & Commerce Crescent Electric Supply Co.
  68. 68. Didn’t know what we rolled out Didn’t know how it helped customers Couldn't support customers using it They didn't feel any ownership of the service To them, the eCommerce channel was a competitor Employees in the dark
  69. 69. Source
  70. 70. Educate early not after introducing eCommerce to customers
  71. 71. Create opportunities for employees to invest in ownership of the system
  72. 72. Record training to make onboarding new employees easier
  73. 73. Don’t be surprised or worried by channel shift
  74. 74. Sales attribution models need to reflect the changing weight of channels
  75. 75. Sales’ role will shift from quoting/ordering to being more proactive about customer needs
  76. 76. Not inviting salespeople inside eCommerce is setting them up for failure
  77. 77. Data Advantage
  78. 78. Omni-channel customers need service consistency to transact fluidly
  79. 79. PIM Product Information Management
  80. 80. Develop a process to intake, evaluate, and normalize product info from vendors
  81. 81. akeneo.com pimcore.org informatica.com cobby.io
  82. 82. Wayfinding and Search
  83. 83. Hierarchical navigation is less important for B2B buyers
  84. 84. Most B2B sessions start with search
  85. 85. B2B buyers often know the exact product needed before reaching your site
  86. 86. Query highlighting Search scopes Result types Search Enhancements http://baymard.com/blog/autocomplete-design
  87. 87. Search needs to behave consistently between websites and apps
  88. 88. homedepot.com search scopes suggested queries products categories brands
  89. 89. m.homedepot.com suggested queries categories brands
  90. 90. Home Depot iOS app suggested queries
  91. 91. Home Depot makes it harder to search for products on their mobile services
  92. 92. Their native apps actually have the weakest search
  93. 93. Multiple platforms and search implementations will disconnect customers
  94. 94. Personalization
  95. 95. Any offering that adapts to the customer is personalization
  96. 96. 1. Algorithmic merchandising 2. Crowd sourced buying 3. On demand production
  97. 97. Convert better relative to the user’s journey. Increase order value when suggested together. Higher margin or clearance priority that are equivalent. 1. Algorithmic Merchandising
  98. 98. Shield the maker from inefficiencies of finding market fit 2. Crowd Sourced Buying
  99. 99. 3. On Demand Production and Customization
  100. 100. Source
  101. 101. Source
  102. 102. Real-time Pricing and Inventory
  103. 103. Actionable self-service quotes mean your doors never close
  104. 104. 50% B2B buyers say personalization is a key reason they choose suppliers Oracle, “Taking the Wheel” B2B report
  105. 105. List / trade price Negotiated price Direct sales Quantity-based pricing Pricing tiers by annual sales volume Pricing
  106. 106. Warehouse management Freight or parcel delivery estimates Store / warehouse pickup Governmental licensing for hazardous materials Contractual restrictions to sell in territory Fulfillment
  107. 107. Legacy terms may need to be grandfathered or renegotiated online
  108. 108. Customers expect the same services and accommodations they receive offline
  109. 109. Digital services must be an order of magnitude better than calling a sales rep
  110. 110. B2C customers generally only care about inventory if an item is out of stock
  111. 111. There are too many variables with personalization not to calculate real-time quotes
  112. 112. Real-time processing is slow, so load personalized content asynchronously
  113. 113. Power User Features
  114. 114. “Add to Cart” is a bottleneck for high volume buyers
  115. 115. Enable re-buying of past orders Order History
  116. 116. Convert past orders to subscriptions
  117. 117. Quick Order
  118. 118. Wish lists can be supercharged for B2B buyers
  119. 119. Enable merging, splitting, and renaming lists
  120. 120. Listen for customer feedback
  121. 121. Merchandising
  122. 122. PIM systems turn connected data into merchandising advantages
  123. 123. Product History
  124. 124. B2B buyers appreciate tools that help them purchase smarter in the future
  125. 125. Omni-Channel Efficiency
  126. 126. Support teams need training and authority to resolve issues across channels
  127. 127. $4.7 B Home Depot online sales 2015 https://www.internetretailer.com/2016/02/24/mobile-sparks-q4-sales-home-depot
  128. 128. 5.3% Home Depot online sales from total revenue https://www.internetretailer.com/2016/02/24/mobile-sparks-q4-sales-home-depot
  129. 129. https://www.internetretailer.com/2016/02/24/mobile-sparks-q4-sales-home-depot Over 40% of our online orders actually end up in the store in some way, shape or form. “ Kevin Hoffman President of Online Operations Home Depot
  130. 130. It’s your job to make channels seamless
  131. 131. Buyer Demographics
  132. 132. 56% B2B executives say some customers can only be served online https://www.internetretailer.com/2015/04/02/new-report-predicts-1-trillion-market-us-b2b-e-commerce
  133. 133. Consider who will leave and join the workforce in 5-10 years
  134. 134. Millennials are the first generation where internet use will become universal http://www.pewresearch.org/fact-tank/2016/02/22/key-takeaways-global-tech/
  135. 135. 72% US adults with smartphones http://www.pewresearch.org/fact-tank/2015/12/08/one-fifth-of-americans-report-going-online-almost-constantly/
  136. 136. 92% US millennials with smartphones http://www.pewresearch.org/fact-tank/2015/12/08/one-fifth-of-americans-report-going-online-almost-constantly/
  137. 137. 75% Millennials have purchased from phones http://insights.mobify.com/16-stats-to-convince-your-boss-to-invest-in-mobile-in-2016/
  138. 138. 36% 18–29 year olds who report being online “almost constantly” http://www.pewresearch.org/fact-tank/2015/12/08/one-fifth-of-americans-report-going-online-almost-constantly/
  139. 139. Under 35 Average age of B2B buyer Oracle, “Taking the Wheel” B2B report
  140. 140. 34% Millennials in US labor force http://www.pewresearch.org/fact-tank/2015/05/11/millennials-surpass-gen-xers-as-the-largest-generation-in-u-s-labor-force/
  141. 141. Millennials represent more of the labor force than Baby Boomers or Generation X http://www.pewresearch.org/fact-tank/2015/05/11/millennials-surpass-gen-xers-as-the-largest-generation-in-u-s-labor-force/
  142. 142. Technology will push out businesses that can’t adapt
  143. 143. 74% B2B buyers who prefer researching online vs. talking to sales reps Oracle, “Taking the Wheel” B2B report
  144. 144. Digital services will be a major factor when B2B buyers choose suppliers
  145. 145. Wrapping Up
  146. 146. Designing services adds value to your business + your customer’s business
  147. 147. Thank you
  148. 148. Gravity Department GravityDept gravitydept.com magefrontend.com Brendan Falkowski Falkowski

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