Customer Experience in the Age of Digital Transformation
The rise in awareness around digital transformation has created an entirely new set of expectations and demands for B2B sales. Increasingly it’s not about how good your product is, it’s about how easy you are to buy from. Buyers just don’t have the patience to accept a less than stellar customer experience, and so the burden is on you to master the art of modern selling. Welcome to the world of mass personalization, where every step of the buyer’s journey must be individually targeted.
Ready to get started on your digital transformation? Before you begin, it’s important to have a clear understanding of what both your buyers and sales teams need and expect from a monetization cycle.
What buyers want
Your customers want an easy way to discover, select, customize, order, and receive their goods, and they expect an intuitive, efficient user experience that provides them with easy-to-find, relevant information.
Make buyers happy with:
- Comparison tools that empower them to run different product option and purchasing scenarios
- Access to critical data from past orders, current availability of items of interest, exact pricing based on customized feature selection, and accurate delivery windows
- Custom, personalized recommendations and notifications pushed out to them during the discovery process
- 3D renderings to help them visualize custom products
- A smart CLM experience
- Always-on, omnichannel systems
What sellers want (and need) to serve buyers
The ultimate goal for every sales organization is the same — a continuous, thriving, and efficient sales cycle.
Really, the needs of the seller aren’t significantly different from those of the buyer. Both want easy access to the information most relevant to them, and the sales cycle to move quickly and easily. However, the seller also needs to understand buyer behavior. Things like historical data analysis, sales analytics, and accurate real-time information help to provide valuable insights into individual buying patterns. Access to buyer behavior analytics is the key to providing personalized service and strengthening customer relationships.
Designing a buying/selling eco-system that provides a truly customized experience
In terms of technical capabilities, successful buying and selling eco-systems need to provide:
- Mobile platforms
- Self-service tools
- Real time data shared across multiple systems
- Business intelligence and analytics
- Up-to-date notifications
- Automated workflows
- Configuration & pricing engines
- Document generators
- Security and audit capabilities
- Product data management
All of this can be accomplished using quote to cash solutions, like Oracle CPQ Cloud or Salesforce CPQ. CPQ helps you to create a superior cross-device user experience, benefits multiple departments at the same time (while increasing productivity), shortens the sales cycle, and results in a satisfied buyer.
Keste implements scalable, modern monetization strategies and technologies that support complex B2B selling models. We believe that in the era of go digital or go home, a great idea isn’t enough — your sales process must be as frictionless as possible. From the front to the middle to the back office, our methodical, 360 degree approach to improving your top and bottom lines brings fast returns.
