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1、1/18WHITEPAPERB2B self-services:What are the biggest timesavers for my customers?After-sales services:How to create cross-and up-selling potential to your installed base?Digital sales processes:What is the added value of my sales department?Digital service models:How to create tailored services to m
2、eet customer needs?The value of a digital customer portal from a business perspectiveThe basics of a B2B customer portal4 key pillars explained13 min read 2 min read QUICK ANSWERSTHIS IS AN INTERACTIVE WHITEPAPER!BEST EXPERIENCED WITH ACROBAT READER2/18WHITEPAPERA digital customer portal is the next
3、 evolution of the B2B online shop,because it is the best customer-centric solution you can offer.Covering a large part of the full customer lifecycle,it provides a full spectrum of services during the various phases of the relationship.This whitepaper is about the four pillars of a customer portal.W
4、ith this knowledge,you can build a customer portal that provides and supports a seamless buyer journey.This will strengthen brand loyalty,boost sales and differentiate yourself from your competitors.A surveyconducted by Copperbergof 125 e-commerce leaders in manufacturing revealed that 55%of the res
5、pondents will invest in a digital customer portal in the next 12 months.Tobias GieseGlobal VP Digital SolutionsIf you do what you always did,you will get what you always got(and probably even less).So,now is the right time to take action when it comes to digita-lization.Boost your B2B business by of
6、fering your customers a seamless buy-er journey.How?By creating a digital customer portal.You are right on time!I would love to hear your opinion about this whitepaper.ContextTHE EXPERTContact me,or my colleagues3/18WHITEPAPERB2B self-services:What are the biggest timesavers for my customers?EMPOWER
7、ING THE CUSTOMERB2B buyers want to manage their own data,products,and service agreements.Also,they want 24/7 access to processes and content.This reduces their administrative workload and they can retain their internal processes.Read moreB2B self-services:What are the biggest timesavers for my custo
8、mers?After-sales services:How to create cross-and up-selling potential to your installed base?Digital sales processes:What is the added value of my sales department?Digital service models:How to create tailored services to meet customer needs?QUICK ANSWERSQuestion 14/18WHITEPAPERPaperwork,different
9、phone numbers for different services,office opening hours:for the B2B customer,they are nuisances.The better you cater to the specific needs of your customerscompany-wide!the more you stand out from your competitors.When developing new(digital)services and business models,keep in mind the changing r
10、elation-ship between you and your customers.B2B buyers have B2C expectations when it comes to service,efficiency and customer experience.What do B2B buyers want?Make your B2B buyers happy with:Self-service management of company profiles,procurement structures,and user roles,offers,delivery notes,inv
11、oices,etc.Custom order processes,e.g.configuration of customized catalogs,bid and project manage-ment,integration of e-procurement solutions.24/7 access to processes and content.Why?Because it reduces their administrative work-load and they can retain their internal processes.55%of e-commerce leader
12、s invest in digital customer portalsA survey(conducted by Copperberg)of 125 e-commerce leaders in manufacturing showed that 55%of the respondents will invest in a digital customer portal in the next 12 months.A customer portal allows customers to“take care of their company and account data themselve
13、s,without calling their sales agents for every adjustment.For large organizations,the key to digital self-service lies in providing the information B2B self-services:What are the biggest timesavers for my customers?EMPOWERING THE CUSTOMERQuestion 1 B2B self-services:What are the biggest timesavers f
14、or my customers?5/18WHITEPAPERTrack order status/shipmentsGenerate quotes(Re-)order spare partsExtensive product informationCreate order listsConfigure productsTraining-as-a-serviceNoneChange contact data and addressesFAQBook service appointmentCancel and/or change orderManage roles and rightsOther
15、47%38%36%36%28%24%23%23%22%22%21%17%14%2%0%50%100%With which digital self-services do you support your customers?infrastructure.A single portal for customers to:oversee and manage their installed base,purchase spare parts or consumables,book services or individualized training.A person-alized experi
16、ence to put them at ease,in an attractive,clear,and accessible manner and optimize the buyer journey.”Top 4 digital servicesAccording to the survey,the top 4 digital services offered by e-commerce leaders in manufacturing are:1 Track order status/shipment(47%)2 Generate quotes(38%)3(Re-)Order spare
17、parts(36%)4 Extensive product information(36%)A customer-centric digital business needs at least these 4 features.Question 1 B2B self-services:What are the biggest timesavers for my customers?6/18WHITEPAPERVendors can use product-related services to boost customer satisfaction.After-sales can boost
18、up-and cross-selling opportunities.The keys to success:personalization and seamless interaction between vendor and customer.All information must be accessible in a central location.After-sales services:How to create cross-and up-selling potential to your installed base?POST-SALE IS PRE-SALERead more
19、B2B self-services:What are the biggest timesavers for my customers?After-sales services:How to create cross-and up-selling potential to your installed base?Digital sales processes:What is the added value of my sales department?Digital service models:How to create tailored services to meet customer n
20、eeds?QUICK ANSWERSQuestion 27/18WHITEPAPERAfter-sales services:How to create cross-and up-selling potential to your installed base?POST-SALE IS PRE-SALEA first purchase is a great start for a long-lasting and profitable relationship.The initial purchase is not always the most profitable one though.I
21、mportant purchases for revenue and profitability are spare parts,services and consumables.As a manufacturer or whole-saler you have much information about your customers and their needs and requirements.You can use this knowledge to boost your sales and customer satisfaction.A customer portal delive
22、rs every customer a 360 view and all options for purchase,after-sales and relation-ship processes.Data is your best friendA digital customer portal contains up-to-date customer data,buying history and information relevant to the machines or products in use.This data is presented in a smart and perso
23、nalized way,so that it is easy for the customer to manage it.The data can be used to create personalized and perfectly timed offers for replacement,additional purchases,spare parts,consumables and even anticipate upcoming needs.As a result,buyers will find the right product in no time.This results i
24、n risk reduction:no incorrect orders anymore,no return and handling costs leading to dissatisfaction.A portal might even contain services to signal the need for preventive action:no more unplanned downtimes or an out-of-stock situation.Also,you can use a digital customer portal to introduce your cus
25、tomers to new products.This increases the share of wallet and customer loyalty.The keys to successful after-sales services are personalization and seamless interaction between you and your customer,covering all stages within the customer life cycle,as well as fast and flexible communication across a
26、ll touchpoints.Question 2 After-sales services:How to create cross-and up-selling potential to your installed base?8/18WHITEPAPEREven though sales processes become increasingly digital,human interaction is more important than ever.Sales representatives become consultants,providing ideas and support
27、on potentially complex issues while guiding the client through the buying process.Digital sales processes:What is the added value of my sales department?BETTER CUSTOMER SUPPORTRead moreB2B self-services:What are the biggest timesavers for my customers?After-sales services:How to create cross-and up-
28、selling potential to your installed base?Digital sales processes:What is the added value of my sales department?Digital service models:How to create tailored services to meet customer needs?QUICK ANSWERSQuestion 39/18WHITEPAPERDigital sales processes:What is the added value of my sales department?E-
29、commerce will multiply the sales teams efforts and performance.Routine tasks can(and should be)be done via online channels.This allows the team to be more focused on key accounts and new business development.Whos afraid of e-commerce?Many sales teams consider e-commerce as a threat to their customer
30、 relationships and compensation structures.Convince your sales force that digital is not simply a commercial order entry channel.The opposite is true!Digital is a driver of omnichannel,end-to-end customer experience combining branches,distributors,sales people,and contact centers.A digital customer
31、portal frees up time for sales staff to focus on their(new)accounts.Time they do not have to spend on manually processing orders and checking order statuses for example.BETTER CUSTOMER SUPPORTQuestion 3 Digital sales processes:What is the added value of my sales department?10/18WHITEPAPERInstead,the
32、 sales force can become more solu-tion-oriented,data-led,and consultative.Digitized sales processes enable sales and support staff to serve customers more individually.This also leads to increased sales,lower costs and avoids recurring tasks and mistakes.Game changerWhen B2B organizations succeed in
33、 providing a holistic view of the customer,using data to create insights that address specific customer problems,they can create tailor-made solutions that give the sales force extra power in communicating with their customers.After all,business isand will always beabout good relationships.When alig
34、ned properly,a digital customer portal will be a game changer for sales.Capabilities of a digital customer portal include:Integration of mobile apps Customer onboarding in a portal Guided shopping Co-browsingCo-browsing is an ideal tool for your sales team to interact with customers before they meet
35、.Sales can co-browse through the product catalog together with the customer,prior to the meeting and discuss which products the sales agent should present during the visit.When the buyer decides that this is the right product,he or she can immedi-ately place an order via a mobile app.Also,co-browsin
36、g is a great feature when a customer needs support in finding the right product in the online catalog.With the aid of an internal sales agent,the customer can find and select the perfect article.The sales agent can then add the product to the customers cart and add it to a re-order list,to speed up
37、the process upon return.As is represented in our report The State of Digital Innovation within Manufacturing,“the goal of a digital customer portal is to simplify everyday work for customers and improve efficiencies at the side of the seller”.This is of utmost importance for customer loyalty.If you
38、want to read more about customer loyalty,please read this whitepaper.Why co-browsing?Question 3 Digital sales processes:What is the added value of my sales department?WHITEPAPER Boost your online sales by putting your B2B customers first11/18WHITEPAPERVendors can use services to create tailored offe
39、rings and hence real added value for specific target groups.This strengthens customer loyalty and generates new opportunities for sales and value creation.Digital service models:How to create tailored services to meet customer needs?CUSTOM-MADE SERVICESRead moreB2B self-services:What are the biggest
40、 timesavers for my customers?After-sales services:How to create cross-and up-selling potential to your installed base?Digital sales processes:What is the added value of my sales department?Digital service models:How to create tailored services to meet customer needs?QUICK ANSWERSQuestion 412/18WHITE
41、PAPERDigital service models:How to create tailored services to meet customer needs?Digital transformation provides a huge scope for additional business.Services are a key differentiator here.As you can read in our report The State of Digital Innovation within Manufacturing,“a large part of manufactu
42、rers only makes 0%-25%of their total revenue from online sales,via outdated systems that put internal information first,not the needs of the customers.”Real added valueVendors can use services to create tailored offerings and thus real added value for specific target groups.In doing so,they strength
43、en customer loyalty and generate new opportunities for sales and value creation.As products become increasingly digitized within the Internet of Things,they can be replicated in digital form and used to gather data.This provides insights into product usage and other customer behavior.Vendors can the
44、n identify specific customer needs and create tailored services to meet them.The digitized products(“digital twins”)can be registered in a portal and linked to those digital services.Products linked to maintenance contracts Overview of digital products with usage information Metered billing for prod
45、uct use(product-as-a-service)Automated re-ordering via Kanban systemsUser benefits CUSTOM-MADE SERVICESQuestion 4 Digital service models:How to create tailored services to meet customer needs?13/18WHITEPAPERThe next stepSo,what should be your next step?In short,look for a B2B commerce platform that
46、enables you to create a customer-centric B2B portal that will boost your business.The commerce platform selected should:Be scalable,to support growth Be one central platform to support all your shops,digital services,regions,business models etc.Guarantee the right ROIWhich solution is the best fit f
47、or your business?Our commerce solution selection guide may help you.Trumpf reportMore than just a B2B webshop:the digital customer portal in machine manufacturingQuestion 4 Digital service models:How to create tailored services to meet customer needs?Commerce solution selection guideSAP COMMERCE CLO
48、UDINTERSHOP COMMERCE PLATFORMSALESFORCE B2B COMMERCEADOBE MAGENTO COMMERCEHeadless commerce support Completeness of APIs,IoT support+FlexibiltyIn choosing best-of-breed solutions+Mobile capabilities Progressive web app/responsive storefront+Personalization Segmentation,content personalization,catalo
49、g personalization+Digital customer portal Self-service portal+Business intelligence&analytics Analytics native in platform+Integration capabilitiesApis,impex,services framework,etc.+Advanced B2B featuresCustomer hierarchies,authorizations,quotes and contracts,OCI punchout,etc.+Scalability Transactio
50、ns,products,touchpoints,sales channels,business models+Time to market Time to implement,continuous development+Total cost of ownership Investment and operational expensesB2B commerce referencesKarma Automotive,Maui Jim,Office Depot,New Era,Maxim IntegratedDover Corporation,Atlas Copco,Rockwool,Trump
51、f,WrthAvery Dennison,Land OLakes,Univar,Solvay,SamsoniteAB InBev,BMN bouwmaterialen,Liebherr,Rural King,Watsco14/18WHITEPAPERThe 4 pillars of the B2B customer portalB2B self-service Cost-center management Track order status/shipment Quote,bid,and project management Simple,automated(re-)ordering proc
52、esses E-service for catalogs and EDI/OCI integration After-sales services FAQs,chat,ticketing systems Technical and commercial documentation,e-learning Automated offers for replacement,spare parts,consumables,servicesDigital sales processes Guided shopping Integration of sales apps Co-browsing Pre-s
53、ales support Customer onboardingDigital service models Digital product management Product-service bundles Product-as-a-service models The 4 pillars of the B2B customer portalDIGITAL CUSTOMER PORTAL15/18WHITEPAPERBENEFITS FOR DIGITALBENEFITS FOR ITA digital customer portal is the next evolution of yo
54、ur B2B webshop.Retaining and expanding sales to your customer base starts with truly understanding the buyer journey and removing all possible frictions.When you succeed in genuinely helping your customers using a customer portal in every stage of the buyer journey,you will make the jobs of business
55、 buyers much easier,and you will reap huge benefits.Some examples:Customer satisfaction superior buying experience and retaining customers Increase average customer value(great business potential)Improve internal sales processes and make them much more effi-cient(opportunities for internal efficienc
56、ies)This involves providing the right products and services for customers,at the right time and in the way they need it.In doing so,the customer perceives a superior buying experience,a higher value,and a higher return on their invest-ment.Check our website for more information!What does a customer
57、portal need from an IT perspective?We recom-mend a B2B commerce platform with an API-oriented architecture,since this best fits the requirements needed for customer centricity.An API-based architecture with pre-in-tegrated applications is a must to easily connect best-of-breed apps.The platform must
58、 also allow for deep integration into all relevant systems and business processes,such as ERP,PIM,OMS or CRM solutions.A customer portal will then be a presentation shell on top of all kinds of enterprise wide services.Like orders from your commerce system or from other(offline)sources,IoT data from
59、 machines and installed base systems,finan-cial data out of ERP and billing systems,tracking data out of supply chain systems etc.Finally as the platform will be used to support your webshops in all regions,there will be thousands of individual customer portals.To support your companys growth ambiti
60、ons,the technology must be cloud-based to make easy scaling possible in times of peak traffic.Check our website for more information!The next evolution of your B2B webshopA customer portal&ITBenefits16/18WHITEPAPERMore than just a B2B webshop:the digital customer portal in machine manufacturingExper
61、ienced by Rainer SchlerTrumpf,known for high technology from lasers to digitally networked machine tools,created a digital customer portal:MyTrumpf.The machine manufacturer has thus set the course for long-term customer loyalty and increasing online sales.In MyTrumpf customers benefit from highly cu
62、stomized convenient self-service options:they can register their machines,view service contracts,purchase spare parts,read up on contract information,and much more.For the future,Rainer Schssler and his team plan to make all products available online:from standard machines and spare parts to tools a
63、nd highly customized plant equipment.This includes a central login,standardized access to buying and processes,as well as access to machine data for example for proactive maintenance.Welcome,digital future!THE CUSTOMERCustomer17/18WHITEPAPERMoreIf you would like to read more about the subject of thi
64、s whitepaper,we advise you to watch the webinars mentioned below and read the blogs and whitepapers that we refer to.Please click on the links and expand your knowledge!Blogs Added value of a customer portal 5 reasons why manufacturers should consider digital after-sales When a digital customer port
65、al boosts sales and customer satisfaction Predictive maintenance:The greatest benefits and smart use casesWebinars Create a seamless personalized B2B customer experience A 360 digital business experience Next level of digital after-sales A new level of customer empowerment After-sales:How to increas
66、e your sales by optimizing your customer servicesWhitepapers Boost your online sales by putting your B2B customers first MVP in e-commerceMOREThis whitepaper is the result of our own expertise and several surveys we conducted or contributed to.You can read the full reports below by clicking on the l
67、inks.Copperberg report:“The state of digital innovation within manufacturing.”Forrester report:“How self-service research changes B2B marketing”REFERENCES18/18WHITEPAPERABOUT INTERSHOPAlways nearbyOctavioPFrankAUSAEUROPEAUSTRALIA&NEW ZEALANDEmmelineNASIA-PACIFICKanyasiri PIntershop is the engine tha
68、t drives digital commerce.Our powerful B2B e-commerce plat-form enables the worlds leading manufacturers and wholesalers to transform their business and increase revenue in a digital-first world.Our cloud-based solutions give you an essential foundation for digital success,plus the flexibility to de
69、liver unique experiences and quickly react to changing needs.With a global presence and exten-sive partner network,we support your success every step of the way creating opportunities to scale,innovate,and gain a competitive edge.Intershop is built to boost your business.Discover what we can do at .