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B2B Customer Experience: 6 Keys to Drive Change and Digitally Transform

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A positive growth trend in B2B eCommerce is being driven by customer demand for convenience, cross-channel services, and an experience that delights. Digitally transforming the customer experience is critical to growth, but many organizations don’t know where to start.

B2B companies must realize that the digital customer experience will determine success or failure. Fortunately, Perficient has you covered – with expertise leveraging and integrating many of the leading marketing and commerce platform solutions to deliver extraordinary digital experiences.

Our webinar covered:

-Why customer experience management needs to be a keystone of your corporate strategy

-Key success factors to help you transform the B2B customer experience, including: personalization, search, mobile, content, user experience and more

-How to create a digital commerce roadmap with channels for all personas in your organization

-How Sitecore and InsiteCommerce provide consistent front-end marketing experiences with deep transaction system integration on the back end

Published in: Technology
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B2B Customer Experience: 6 Keys to Drive Change and Digitally Transform

  1. 1. B2B Customer Experience Six Keys to Drive Change and Digital Transformation
  2. 2. 2 ABOUT PERFICIENT Perficient is a leading information technology and management consulting firm serving clients throughout North America. We help clients implement digital experience, business optimization, and industry solutions that cultivate and captivate customers, drive efficiency and productivity, integrate business processes, improve productivity, reduce costs, and create a more agile enterprise.
  3. 3. 33 PERFICIENT PROFILE Founded in 1997 Public, NASDAQ: PRFT 2014 revenue $456.7 million Major market locations: Allentown, Atlanta, Ann Arbor, Boston, Charlotte, Chattanooga, Chicago, Cincinnati, Columbus, Dallas, Denver, Detroit, Fairfax, Houston, Indianapolis, Lafayette, Milwaukee, Minneapolis, New York City, Northern California, Oxford (UK), Southern California, St. Louis, Toronto Global delivery centers in China and India >2,600 colleagues Dedicated solution practices ~90% repeat business rate Alliance partnerships with major technology vendors Multiple vendor/industry technology and growth awards
  4. 4. 4 INSITE SOFTWARE
  5. 5. 5 SPEAKERS Brian Strojny Co-Founder & EVP Insite Software David Hess Digital Experience Group Perficient
  6. 6. 7 B2B CUSTOMER EXPERIENCE
  7. 7. 8 B2B CUSTOMER EXPERIENCE CX & B2B Most customers only know a great customer experience after it happens…
  8. 8. 9 CUSTOMER EXPERIENCE EXAMPLE
  9. 9. 10 MOST B2B MARKETERS BELIEVE… 79% think a better online experience will transform their business.
  10. 10. 11 DIGITAL TRANSFORMATION IS… “Complicated” “Expensive” “Changing”
  11. 11. 12 WHAT HAPPENS IF YOU DON’T?
  12. 12. 13 TITLE?
  13. 13. 14 The Digital Disruption Has Already Happened • World’s largest taxi company has no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest phone companies own no telco infra (Skype, WeChat) • World’s most valuable retailer has no inventory (Alibaba) • Most popular media owner creates no content (Facebook) • World’s largest movie house owns no cinemas (NetFlix)
  14. 14. 15 B2B CUSTOMER EXPERIENCE 6 Keys to Improving the Online B2B Experience: 1. Personalization 2. UX & Usability 3. Content 4. Intuitive Search 5. Mobile 6. Fulfillment & Follow up
  15. 15. 16 B2B PERSONALIZATION What • Single login • Personalized features • Workflow • Quoting • Fast answers Why • Faster order processing • Higher conversion rates • Loyalty Sales Rep Location Buyer Corporate Buyer
  16. 16. 17 UX & USABILITY UX/Usability • Fish Where the Fish Are • Connect Rationally and Emotionally • Be Easy to Do Business With
  17. 17. 18 UX & USABILITY
  18. 18. 19 UX & USABILITY
  19. 19. 20 UX & USABILITY
  20. 20. 21 UX & USABILITY
  21. 21. 22 UX & USABILITY
  22. 22. 23 CONTENT “Not content with your content” • B2B buyers are also consumers • B2B historically BORING DATA • Invest in stronger… •Images •Videos •Descriptions •Reviews •Product documentation
  23. 23. 24 CONTENT YourBoringPortal.com
  24. 24. 25 INTUITIVE SEARCH Intuitive Search • Logical Navigation • Suggested Search • Quick Order • Repeat Ordering
  25. 25. 26 INTUITIVE SEARCH Intuitive Search • Logical Navigation • Suggested Search • Quick Order • Repeat Ordering
  26. 26. 27 INTUITIVE SEARCH Intuitive Search • Logical Navigation • Suggested Search • Quick Order • Repeat Ordering
  27. 27. 28 INTUITIVE SEARCH Intuitive Search • Logical Navigation • Suggested Search • Quick Order • Repeat Ordering
  28. 28. 29 INTUITIVE SEARCH Intuitive Search • Logical Navigation • Suggested Search • Quick Order • Repeat Ordering
  29. 29. 30 INTUITIVE SEARCH Intuitive Search • Logical Navigation • Suggested Search • Quick Order • Repeat Ordering
  30. 30. 31 INTUITIVE SEARCH Intuitive Search • Logical Navigation • Suggested Search • Quick Order • Repeat Ordering
  31. 31. 32 MOBILE & RESPONSIVE Key Feature Considerations Responsive eCommerce Design - Content needed to convert - Overall density of site - Product search - Product filtering - Product page features - Checkout simplicity
  32. 32. 33 FULFILLMENT & FOLLOW UP Fulfillment • Requisition/Approver • Integrations • Production/Warehouse Management
  33. 33. 34 Fulfillment • Requisition/Approver • Integrations • Production/Warehouse Management FULFILLMENT & FOLLOW UP
  34. 34. 35 FULFILLMENT & FOLLOW UP Fulfillment • Requisition/Approver • Integrations • Production/Warehouse Mgmt
  35. 35. 36 WHERE DO WE BEGIN?
  36. 36. 37 INDENTIFY YOURSELF: DIGITAL PREY OR DIGITAL PREDATOR? Digital customer experience Digital operational excellence Digital Prey: Poor customer and no digital foundation Digital Operator: Have a strong foundation of integration, web site, mobile, and other technologies that enable customer experience Digital Connector: Engage customers through apps, strong eCommerce, and social Digital Predator: Use a strong technology foundation to enable the digital customer experience at all points in the customer lifecycleSource: Forrester Research, 2015
  37. 37. 39 DIGITAL ROADMAP
  38. 38. 40 A PROCESS ANCHORED IN RESEARCH, DATA & CUSTOMER INSIGHT
  39. 39. 41 3. What would you like to learn more about? - Digital transformation - Enhancing my site’s user experience - Online commerce for my customers - Improving my site search capabilities - More effective mobile experience - Optimizing my fulfillment operations.
  40. 40. 4242 QUESTIONS Type your question into the chat box
  41. 41. 4343 FOLLOW US ONLINE • Perficient.com/SocialMedia • Facebook.com/Perficient • Twitter.com/Perficient_MSFT • Twitter.com/InsiteSoftware Get the guide: How Customer Experience Drives Digital Transformation bit.ly/digitaltransformationCX
  42. 42. 4444 THANK YOU! Brian Strojny bstrojny@insitesoft.com David Hess david.hess@perficient.com

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