Driving B2B Growth: Getting Transactional to Improving CX in Digital Commerce
From Katie at Ultra Commerce and Kingston at Now Comms Group
For B2B organizations looking to integrate digital commerce as part of their business function, knowing where to start can be daunting. For that reason it is important to start small. Focus on solving one pressing business challenge with digital commerce. It could be as basic as optimizing staff and processes from taking orders by phone and email to transitioning into customer service or account management roles.
Taking the human element out of the purchase transaction can be a big first step in your B2B digital commerce journey. It eliminates human error while also representing a fundamental building block to one day becoming fully digital. However, that day may be years into the future. During this transition phase, keep both short and long term goals in mind.
As you innovate and add pieces to your digital commerce offerings, the technology required should rely less on operational effort. This is why choosing the right digital commerce partner is integral to setting you up for success both now and in the future. A significant piece in achieving that digital commerce success comes from your OMS and delivering an exceptional customer experience.
Silence is the absolute death of customer experience
Getting transactional is fundamental to the ‘crawl’ stage of your digital commerce journey. Once you get there you are now ready to move on to the ‘walk’ stage which is centered around optimizing your OMS and delivering a world class user experience. For B2B companies to truly succeed at digital commerce they must address CX throughout the order orchestration and fulfillment phase.
Communication is key. Providing buyer touch points through each part of the order fulfillment and delivery process will ensure an optimal customer experience. Data can also be used to inform not just your customers but your organization’s internal decision making. Understanding stock levels and requirements in separate locations based on seasonality or geography ensures you never let stock sit or under order and miss out on potential sales.
To learn more about how the digital commerce journey fuels B2B growth, watch our recent webinar on the topic:
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