Best practices for customer satisfaction in B2B ecommerce
#eCommerce #CustomerSatisfaction #B2B #BestPractices
From offline to online sales in just 3 phases:
Just like PAREDES, is your industry not the most glamorous? Don’t have a digital channel yet? But you want your customers to embrace your digital transition? Be innovative, bold, well-supported, and your project will be a real success. Seize a true opportunity for growth. Émilie CAPLAT, Chief Digital Officer at PAREDES, shares some advice and best practices.
This article was based on a live presentation at the Intershop Inpulse event last June in Amsterdam. Visit “All eyes on B2B” to enjoy the replay and many other inspiring videos from major players in eCommerce.
To learn more, check out our previous article “Spotlight on our partner INTERSHOP’s ‘All Eyes on B2B‘ campaign.”
No pure players around yet? This is the moment to seize a great development opportunity!
For the industry of PAREDES, an expert in professional hygiene and protection solutions, there were hardly any pure players present in the market, which allowed us to have the space and freedom necessary for this digital transformation that began in 2018.
At that time, our client had set two clear objectives:”
- Increase customer satisfaction.
- Become a strong digital player.
This significant evolution spanned three years. Since 2021, our client PAREDES has had a fully operational website and customer portal… And the results are impressive!
While the group had no digital channels, this transition and these new tools allowed them to shift a substantial 20% of their business online. The margin on online carts also saw a remarkable increase of 12%, not to mention the customer satisfaction which easily followed suit. We can assert that our client’s defined objectives were achieved.
So, what is the secret to PAREDES’ success? We’re revealing all the keys and steps that lead to digital success in the rest of this article.
Step 1: Define prerequisites before implementation phase
It all starts with defining prerequisites before implementation. It’s no secret that digital transformation requires data. Check if the data you have on hand is sound and effective in terms of customer satisfaction. Data, often siloed, can pose a real challenge for companies. In the case of PAREDES, a thorough cleaning of the customer database was necessary (70% of the database was deleted), as well as a restructuring over two years. These actions led to a 25% reduction in complaints. Additionally, the completeness of the customer contact database increased from 15% to 99%!
Next, PAREDES delved into their pricing policy, revealing that one-third of their pricing was not recorded in their ERP but in data mines or Excel files. Such practices constitute significant risks that quickly impact customer satisfaction. The hygiene specialist thus rethought and rebuilt their pricing model. This model is now structured and an integral part of the ERP. The results? A 10% reduction in order management time and a halving of price-related complaints.
Not to forget the product database. Like in many companies, a lot of information is stored in PDF format, which isn’t exportable. PAREDES restructured its data, reducing unstructured data from 80% to 20%. This led to a 25% reduction in product enrichment time.
Step 2: Developing a precise and targeted customer roadmap
Strategy
After the initial phase detailed above, it’s important to develop a rigorous roadmap of the situation and define several key points. What type of customers do you want to target as a digital player? What could be the return on investment? In the case of PAREDES, this meant rebuilding segments and defining a Minimum Viable Product (MVP) in terms of features. Therefore, before choosing an eCommerce platform, the group knew exactly what they wanted in terms of capabilities and who the website would cater to. This step, often overlooked, is nevertheless crucial for the successful execution and efficiency of a project, especially in terms of deployment time, as the targets are known and the approach is clear.
Step 3: A new perspective on management
How will your sales force react when you’re in the midst of digital transformation? One of the most common mistakes at this stage of the process is to limit the change in management to sales and customer service only. In the case of PAREDES, the decision was made to launch an online shop for employees before deploying the website to clients. The group’s employees were able to use the site in advance, understand its functioning logic, and critically evaluate different categories. In its strategy, PAREDES introduced the digital channel as a minor technical change. By allowing all employees to use the website, it could also be utilized as a sales tool. Change shouldn’t intimidate your staff. For a successful digital transition, involve them in the processes as much as possible.
PAREDES’ 8 Tips for a successful B2B ecommerce platform implementation:
#1: Ensure your sales force understands your customers’ needs and requirements.
#2: No digital pure players in your sector? Seize the opportunity and invest in digitization now.
#3: Define prerequisites before the implementation phase. Pay careful attention to your data, analyze it thoroughly, and use it effectively.
#4: Take a critical look at pricing.
#5: Structure your product database and significantly reduce the time required for product enrichment.
#6: Work on a precise and targeted roadmap: where should you be headed? Who’s your target audience?
#7: Implementing change shouldn’t cause anxiety for your employees. Involve them in the process.
#8: Stay closely connected to your digital partner, both in terms of the platform and implementation. Strong commitment from all parties is necessary. Share a comprehensive roadmap vision from the start and… stay positive!
As an interesting side note, PAREDES’ website was launched during the COVID lockdown. Anything is possible when working in close collaboration!
Curious to watch Émilie CAPLAT’s video presentation? Want to read more about eCommerce? Explore our partner INTERSHOP’s collection of “All Eyes on B2B” content.
Got a desire? A need? An idea? Contact our teams to discuss your project!
*Based on an INTERSHOP article.
