In a digital-first era, many firms haven’t fully refined their processes, resulting in a poor B2B buyer experience. IT professionals can assist in providing a seamless B2B buying experience in order to provide a better buyer experience and get a competitive advantage in the future.
The COVID-19 pandemic had a tremendous impact on everyone’s shopping experience. Procrastinated or low-priority digital transformation activities were accelerated and took shape in a couple of weeks. From shopping to education to job to socialization, many parts of the business that were formerly done face-to-face have gone digital practically overnight. Companies are seeing great results from converting analog operations to digital now that these investments have been made. Customers have demanded a faster, more frictionless purchase experience in a digital-first society, and businesses have reacted. B2B transactions can be complicated and difficult, and in today’s environment, they should meet the higher criteria of today’s consumers.
So, how can IT and technology experts save the day and improve the buyer experience? Here are a few things for IT professionals to consider to improve the B2B buyer experience.
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Improve the transaction’s final step
A contract is rarely signed on the dotted line with a physical pen in today’s digital-first business world. However, an e-signature isn’t the only choice. The firm should assess its modes of acceptance to ensure they have the appropriate one for their needs in order to complete agreements swiftly and accurately.
While e-signature has become the de facto standard for most B2B transactions, not every agreement necessitates it, and e-signature doesn’t always scale effectively with large, fast-paced companies. Some transactions can be completed with just a click of a button, a process called clickwrap or click-to-accept. In an era of growing malware attacks, Clickwrap delivers speed and simplicity to in-flight negotiations of all sizes while simultaneously offering crucial security protections to secure sensitive information.
Empower customers to accomplish more with less
Buyers want a smooth shopping experience from start to end as the digital transformation accelerates. By giving customers the means to do more with less, a self-service platform improves the customer experience. To keep customers coming back, it is in the organization’s best interest to deliver self-service experiences whenever possible.
In the post-COVID-19 world, just 20-30% of B2B customers desire to interact with a sales rep, according to a 2020 McKinsey study, and 99% of buyers would purchase through a totally self-service platform. For modern organizations, implementing a self-service platform is a must, or they risk closing themselves off to new markets and a larger consumer base.
In order to provide a fantastic self-service experience, product teams are critical. Collaboration with legal to ensure all of the compliance ducks are in a row is an important part of gaining that experience.
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Automate the process
Automation is a popular topic of discussion all the time, especially in today’s digital-first era. It’s an important topic to discuss because today’s businesses can’t thrive without automation. Customers are deterred from walking away by agility, efficiency, and speed. That involves identifying any time-consuming manual activities and replacing them with modern technology.
Automation improves the B2B buyer experience and gives marketers a leg up on the competition. Customers expect businesses of all kinds to make price and product selections as simple as possible for them, combining the most popular products into simply digestible content. Then, when it’s time to execute a transaction, automated systems can provide a single source of truth without the need for third-party platforms or even human sales or support reps. Contract renewals and onboarding are examples of standardized, repetitive interactions that can be automated without sacrificing accuracy.
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