Modern CX Strategies for B2B Commerce
May 30, 2024 • 3 Minute Read • Thomas John, Commerce Practice Lead
See All Our Insights
Digital Customer Self-Service for B2B Commerce
Nov 12, 2024 • 3 Minute Read • Thomas John, Commerce Practice Lead
In today’s fast-paced B2B world, buyers are looking for the same seamless, personalized experiences they enjoy as consumers. The lines between B2B and B2C are blurring, and the self-service model is taking center stage. If you’re in B2B commerce, adopting this model will help you meet your buyers where they are, driving growth and increasing loyalty.
Catering to the New Digital Buying Landscape
B2B buyers are more autonomous and tech-savvy than ever, with their expectations shaped by the convenience of digital-first experiences. Millennials and Gen Z now represent 65% of B2B buying committees, but 90% of buyers still feel unsatisfied with their suppliers, seeking more options and greater self-service. On top of that, today’s buyers use up to ten different channels to make purchases, double what they used in 2016.
Customer Self-Service Expectations
Self-service isn't just a preference; it's becoming a requirement. A recent survey found that 83% of Gen Z and Millennials appreciate interactive features while shopping. McKinsey reports that 95% of B2B buyers are comfortable making purchases without a salesperson. With digital commerce now ranking as the most effective sales channel, beating out in-person meetings and even video conferencing, it's clear where the future of B2B lies.
The Power of Digital Self-Service
Think of digital self-service platforms as your on-demand assistants, offering buyers everything they need when they need it. These platforms make transactions easier and improve overall efficiency and the customer experience. Here’s how:
-
User-Friendly Interfaces: Today’s B2B buyers expect an intuitive, seamless experience similar to what they get from B2C platforms. A clear, easy-to-navigate self-service platform will keep them engaged.
-
Personalization at Scale: Using data analytics, self-service platforms deliver tailored product recommendations, pricing models, and relevant marketing content—creating a personalized experience that resonates.
-
Integration with Business Systems: Self-service platforms seamlessly link to key enterprise systems like ERP, CRM, and SCM, improving data flow and operational efficiency.
-
Simplified Subscription Models: With many B2B companies shifting to subscription-based services, self-service platforms make managing these models easy. Whether it’s routine supply deliveries or access to premium content, subscriptions offer predictability and convenience.
8 Effective Customer Self-Service Channels
Ready to meet the demands of modern buyers? Here are eight self-service tools that can help:
- Self-Service Websites: Let customers manage accounts, browse products, and find resources at their convenience.
- Customer Portals: Provide secure access to personalized information and direct communication with your team.
- Mobile Apps: Bring product catalogs and support to your customers’ fingertips.
- Chatbots & Virtual Assistants: Offer 24/7 support with AI-driven tools to handle customer inquiries.
- Knowledge Bases & FAQs: Empower customers to find answers on their own with a robust library of resources.
- Email Automation: Keep communication flowing with automated confirmations, reminders, and transactional emails.
- Interactive Voice Response Systems: Enable phone-based support with navigable menu options.
- Online Communities & Forums: Foster collaboration and community among customers who can share insights and support each other.
Explore AI for Personalized Self-Service Channels
You can't talk about enhancing CX these days without looping in artificial intelligence (AI). Using advanced tech like AI and machine learning can significantly improve the capabilities of your self-service tools.
Research from Gartner reveals that only 17% of the B2B purchasing journey is spent interacting with sales representatives. Their findings also highlight that buyers are 1.7 times more likely to make larger purchases when they discover new insights about their needs and goals. This is where AI-powered product suggestions and reminders come into play. By leveraging sophisticated algorithms, you can provide innovative product recommendations and timely reminder notifications tailored to user profiles, feedback, and preferences.
Personalized product recommendations can significantly increase average order size (AOS) and customer lifetime value (CLV). As demand for instant, click-and-go services continues to rise, AI-driven personalization emerges as a vital tool for boosting sales and enhancing customer satisfaction.
But AI does more than just provide basic product suggestions. It utilizes machine learning to analyze customer behavior and identify commonly purchased items. By combining this knowledge with transaction histories and browsing patterns, AI can generate highly relevant product pairings and tailored recommendations that resonate with your customers.
Increase Loyalty and Revenue Growth with Self-Service Digital Tools
By offering convenience and personalized experiences, you position yourself as a trusted digital advisor to your customers. When you implement well-designed, user-friendly self-service tools, you'll enjoy enhanced customer retention and lower support costs.
Are you ready to elevate your digital commerce experience? Reach out to our experts to learn how we can support your goals!