The B2B landscape has shifted dramatically over the years. From the disruption of traditional brick-and-mortar retail, to the digital transformation ushered in by eCommerce, businesses have ridden wave after wave of change.
While eCommerce is here to stay, it too is evolving. The introduction of innovative self-service capabilities impacts the kind of customer experience B2B brands are expected to deliver.
1. It’s No Longer an Option
Most significantly, self-service for B2B customers is no longer an option - it’s an expectation.
Over 60% of the B2B sales cycle happens before a potential customer even connects with a sales representative. And 70% of B2B buyers find buying from a website more convenient than buying from a sales representative. Customers now conduct a massive amount of independent research, all of it online, prior to reaching out to your business.
This means that customers need self-service access to information about your products, company, shipping processes, user guides, pricing, and other essential details that impact their decision-making.
Put simply, your brand must thoroughly build its case online. You must convince potential customers that you are the best solution to their problems without having the luxury of a 1:1 conversation with them.
2. The Definition of Self-Service has Evolved
In addition to customer expectations, what encompasses self-service is also changing.
Previously, self-service included very basic functions. But technology has advanced to the point where self-service features can be applied to almost anything that customers need to do.
If your brand can envision a feature that you know will enhance your user experience, platforms like Oracle Cloud CX can bring that vision to life.
Consequently, businesses must be forward-thinking and aware of the latest trends in user experience. They also must know their customer base in order to offer meaningful self-service features.
3. Supports are Streamlined
One specific area that has been completely transformed by self-service is customer support.
Self-service supports have rapidly grown to include complex, enterprise functions. From the very first moment when a potential customer applies for a business account and line of credit, self-service is available.
Customers can complete an application, credit checks are automated, and the entire process is proactively communicated to them, starting a business relationship off smoothly.
Once a customer has an account, they can perform operations like financial management. Businesses can set their own credit limits, purchasing processes, and approval guidelines for each user that has access to their account. They can pay bills internally, sync that information to their own accounting system, and even manage their own client accounts.
When a customer can streamline their enterprise functions thanks to your self-service features, it fosters loyalty that is built on digital value-add.
4. Personalization is the Differentiator
Since self-service is now an essential component of customer experience, many B2B brands are offering it.
Yet far fewer brands have personalized self-service for their buyers. Companies that are able to do so will differentiate themselves from their competitors.
Personalization capabilities are almost boundless. Some unique ways it’s being implemented include persona-based portal landing pages. When customers log in to their B2B accounts, they can select their appropriate role, such as finance or sales rep. Those roles will map to specific functionalities and reports most useful to them.
Another way to provide meaningful personalization is through customized SKUs. Typically, a B2B client has its own internal SKUs. They then have to match their own SKUs to your corresponding SKUs. This leaves room for error, is inefficient, and often frustrating. Through personalized SKUs, a client’s SKUs can be synced with your SKUs, eliminating that tedious matching step.
5. Self-Service Impacts Your Bottom Line
Ultimately, it’s all about the bottom line. Self-service results in empowered and satisfied customers, and happy customers spend more money.
Consequently, organizations that invest in user experience earn more money. B2B manufacturers and distributors in the U.S. earn 30% more on average when they offer self-service features.
Self-service might be changing the B2B eCommerce landscape, but it’s changing it for the better.
To learn more about how to deliver self-service innovations for B2B, register for this webinar.
About the Author
Adam Willmouth has a background of helping organizations leverage state-of-the-art technology, services and process to adopt the right capabilities to operate in a digital-first world. Adam Willmouth is truly passionate about his customers’ success, team and business management. Adam has more than 20 years of international experience running and managing Technology and Digital Agency services catering to the global digital commerce landscape with a strong focus on enterprise commerce and digital marketing technologies in the B2B world.