With a new publication form, the Whitepapers, The Group of Analysts is focusing on exciting topics relating to the digital revolution at irregular intervals. This always happens in collaboration with a partner that has managed to convince us through its extraordinary performance. In this Whitepaper, together with Intershop we have tackled the topic of improving and intensifying customer interaction in B2B through digital client portals, such as mobile apps for employees and customers. We are demonstrating exciting solutions for comprehensive customer self-service, as well as the best possible personal support from sales and after-sales employees of manufacturers and wholesalers, who are equipped with the appropriate tools and information. B2B companies are therefore able to generate added value for their customers while standing out from the competition. It’s an excellent example of the need for the interaction of numerous software markets of the companies’ Information Supply Chain Management.
Simply introducing one new type of software is not a solution. Nowadays, B2B company managers know that they can no longer attain an increase in turnover and sustainable growth in the long run without using comprehensive digital technologies. In order to meet customer expectations however, companies repeatedly launch various technology projects: an online shop is added, the sales department is given a powerful Customer Relationship Management system (CRM), customer services optimise customer support through an integrated call centre application, or campaigns are digitally automated in the marketing department.
While investments in technology have increased, many companies receive a low return for projects intended to improve customer experience.¹ The reason for these unsatisfying numbers is often the fact that digital projects are separately implemented in various departments without having been planned and integrated across the company as a holistic solution. Operational teams don’t work together sufficiently. Various IT systems are isolated from one another, and traditional sales channels are neglected because more investment is put into digital channels. This all leads to inconsistent customer interactions and a lack of purchasing experiences for the customers, who turn to competitors out of disappointment.
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For more information about Intershop visit www.intershop.de
¹ Accenture (2015)
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