Eliminate Hurdles, Hoops, and Red Tape in the B2B Customer Journey
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Pave the Way for a 5 Star Customer Experience B2B Online 2018, Amsterdam, NE
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Eliminate Hurdles, Hoops, and Red Tape in the B2B Customer Journey
- 1. Eliminate Hurdles, Hoops, and Red Tape in the B2B Customer Journey Pave the way for a experience customers ❤️.
- 2. 👋🏻 I’m Kirby. Product Experience Designer B2B Enthusiast MSTS Team Removing Pain from Invoicing Lover of Post-Its, Workshops, and Tight Agendas GETTINGSTARTED 1 Minute
- 3. Let’s get acquainted. 2 Minutes Open packet! Create a table tent with your name and company. Introduce yourself. GETTINGSTARTED
- 4. How do you sell: Direct? Via a distributor? Both? Raised Hand Poll GETTINGSTARTED
- 5. Five problems in B2B commerce. Top 5 B2B eCommerce Challenges - Virto Commerce Challenges for B2B eCommerce & How To Address Them - Clarity Ventures Connecting Awareness and Product SEO, In-bound marketing, CRM, Distribution relationships, Product assortment and filtering, Integrated specs and content Digital Platform Flexibility Large quantity transactions, Cart abandonment, Bulk deal pricing, Negotiated pricing & quotation system, Order approval processes and integrations Internal System Cohesiveness Inventory integration, Multiple vendor catalogs, ERP system connected eCommerce, Business process management, Shipping solutions, Different fulfillment areas Unique B2B Purchase Expectations Account management, Invoicing processes, Customer service, Purchase order management, Payment processing Maintaining B2B Loyalty Incentives, data insights, customer intimacy touches, intentional experience creation
- 6. Maintaining B2B Loyalty Incentives, Data insights, Customer intimacy touches, Intentional experience creation Five problems in B2B commerce. Connecting Awareness and Product SEO, In-bound marketing, CRM, Distribution relationships, Product assortment and filtering, Integrated specs and content Digital Platform Flexibility Large quantity transactions, Cart abandonment, Bulk deal pricing, Negotiated pricing & quotation system, Order approval processes and integrations Internal System Cohesiveness Inventory integration, Multiple vendor catalogs, ERP system connected eCommerce, Business process management, Shipping solutions, Different fulfillment areas Unique B2B Purchase Expectations Account management, Invoicing processes, Customer service, Purchase order management, Payment processing
- 7. Maintaining B2B Loyalty Let’s go deeper. Unique B2B Purchase Expectations The process of setting up account details, payment methods, and delivery details after deciding to buy to completing the transfer of payment. Offerings to generate loyalty for repeat purchases and brand/platform preference.
- 8. When we leave today Inventory the current experience Start the map for your team to make the ideal experience
- 9. Map the Pain Points Activity 1: Map the Known Pain Points in the B2B Journey 15 Minutes
- 10. Open packet! Map the Pain Points Get your post-its. Let’s map together.
- 11. Unique B2B Purchase Expectations Customer Decision Maker Customer Accounts Payable Internal Teams The process of setting up account details, payment methods, and delivery details after deciding to buy to completing the transfer of payment.
- 12. No-self service Multi-step processes Working across multiple teams Delays in purchasing No access to credit/terms No PO/AP processes at checkout “Pay the way I want” Invoice delivery and format Invoice correctness Customer Experience Incorrect information Tax complexities Corporate/global structures Custom invoice preferences Collecting payments Processing payments Lack of capital Known Pain Unique B2B Purchase Expectations Internal Pains
- 13. No-self service Multi-step setup Working across multiple teams Delays in purchasing No access to credit/terms No PO/AP processes at checkout “Pay the way and when I want” Invoice delivery and format Invoice correctness Customer Experience Incorrect information Tax complexities Corporate/global structures Custom invoice preferences Collecting payments Processing payments Lack of capital Known Pain Unique B2B Purchase Expectations Internal Pains
- 14. Get New Customers Onboarded MAPPINGTHEPAINS The onboarding failure ratio for web-apps is 40-60%, for mobile apps it is 70-80%.2 Only 37% of B2B firms deliver a highly tailored onboarding process based on the understanding of specific customer needs.1 1Divante on Convincing Clients 2 North Highland Consulting
- 15. No-self service Multi-step processes Working across multiple teams Delays in setup/notification No access to credit/terms No PO/AP processes at checkout “Pay the way and when I want” Invoice delivery and format Invoice correctness Customer Experience Correct information Tax complexities Corporate/global structures Custom invoice preferences Collecting payments Processing payments Lack of capital Known Pain Unique B2B Purchase Expectations Internal Pains
- 16. How many invoice on terms? GETTINGSTARTED Raised Hand Poll
- 17. No-self service Multi-step processes Working across multiple teams Delays in setup/notification No access to credit/terms No PO/AP processes at checkout “Pay the way and when I want” Invoice delivery and format Invoice correctness Customer Experience Correct information Tax complexities Corporate/global structures Custom invoice preferences Collecting payments Processing payments Lack of capital Known Pain Unique B2B Purchase Expectations Internal Pains The average Days Sales Outstanding (DSO) is now 66 days, measured globally — 10 percent higher than in 2008.3 “delaying payments to suppliers is a tactic by companies to use their vendor as an “invisible bank” for free financing.” - Euler Hermes Chief Economist Ludovic Subran 3PYMTS.com on Late Payments
- 18. More Pain Customer Decision Maker Customer Accounts Payable Internal Teams Q: What additional challenges have you seen in the B2B purchase experience?
- 19. Maintaining B2B Loyalty Customer Decision Maker Customer Accounts Payable Internal Teams Offerings to generate loyalty for repeat purchases and brand/platform preference.
- 20. No incentives No personalization Process feels like friction No transparency Customer Experience Cost of incentives Scaling to personalization Misalignment on terms Low switching costs Murky sales data Known Pain Building Loyalty Internal Pains 4B2X Partners on Driving Loyalty
- 21. More Pain Customer Decision Maker Customer Accounts Payable Internal Teams Q: What challenges do you have in building B2B loyalty?
- 22. Open packet! Where do you see the pain? Get your dot votes. Vote on the items that mean the most to you. Let’s reorganize!
- 23. Map The Experience Activity 2: Map your ideal, 5-star, B2B customer experience 10 Minutes
- 24. DESIGNINGNEW What is a 5-star experience?
- 25. Connecting Awareness and Product Digital Platform Flexibility Internal System Cohesiveness Unique B2B Purchase Expectations Maintaining B2B Loyalty Five stars in B2B commerce.Five stars in B2B commerce is hard.
- 26. Review themes and examples. Mapping 5-Star Outcomes Use an analogy to describe ideal end state. Map ideal outcomes based on themes. <theme> <example>
- 28. DESIGNINGNEW How do I make a 5-star experience? More than 8 in 10 B2B buyers want the same experience as when they’re buying for themselves in B2C. - Salesforce Research
- 29. Part I Unique B2B Purchase Expectations DESIGNINGNEW Automation & Instant | Integrated Setup | Tailored Experts
- 30. Design 5-Stars Customer Decision Maker Customer Accounts Payable Internal Teams AutomatedTailored 1. 2. Idea Idea XXX XXX XXX XXX |Automated |Instant |Integrated |Tailored<example or idea>
- 31. Part IIDESIGNINGNEW Unique B2B Purchase Expectations AP Integrations | Outsource the Pain| Custom Setups
- 32. Design 5-Stars Customer Decision Maker Customer Accounts Payable Internal Teams 1. 2. Idea IdeaIdea Idea XXX XXX XXX XXX |Integrated |Outsourced |Customizable
- 33. Maintaining B2B Loyalty Examples Seamless Buying | Easy Insights | Transparent & Predictive DESIGNINGNEW Part III
- 34. Design 5-Stars Customer Decision Maker Customer Accounts Payable Internal Teams Tailored 1. 2. Tailored Tailored Tailored Tailored Tailored Idea IdeaIdea Idea Idea Idea |Seamless |Insightful |Transparent |Predictive
- 35. Map Your Experience • Finalize your worksheet 2 MinutesMAPPING Tailored Tailored Tailored Tailored Tailored Tailored Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea
- 36. Go Forth Activity 3: Make the Change 3 Minutes
- 37. When we leave today… • Inventoried the current experience • Started the map for your ideal experience Extras! • Copy of slides and worksheet emailed to you • Internal communication tools sheet
- 38. What does a B2B 5- star experience cost?
- 39. 👋🏻 Thank you! gkmontgomery@msts.com CONCLUSION P.S. a free pint on this guy at the happy hour tonight if you want to chat more about making your new 5-star B2B customer journey
- 40. THEDATA Goodbye.
- 42. DESIGNTHINKING What is a 10-star experience? https://medium.com/@reidhoffman/how-to-scale-a- magical-experience-4-lessons-from-airbnbs-brian- chesky-eca0a182f3e3
- 43. DESIGNTHINKING “We basically took one part of our product and we extrapolated: what would a 5-star experience be? Then we went crazy. A 5-star experience is: You knock on the door, they open the door, they let you in. Great. That’s not a big deal. You’re not going to tell every friend about it. You might say, ‘I used Airbnb. It worked.’ So we thought, ‘What would a 7-star experience be?’”
- 44. DESIGNTHINKING “What’s a 7-star experience? You knock on the door. The host opens. Get in. ‘Welcome. Here’s my full kitchen. I know you like surfing. There’s a surfboard waiting for you. I’ve booked lessons for you. It’s going to be an amazing experience. By the way here’s my car. You can use my car. And I also want to surprise you. There’s this best restaurant in the city of San Francisco. I got you a table there.’ And you’re like, ‘Whoa. This is way beyond.’ So what would a 10-star check in be?”
- 45. DESIGNTHINKING “A 10-star check in would be The Beatles check in. In 1964. I’d get off the plane and there’d be 5,000 high school kids cheering my name with cars welcoming me to the country. I’d get to the front yard of your house and there’d be a press conference for me.” “The point of the the process is that maybe 9, 10, 11 are not feasible. But if you go through the crazy exercise, there’s some sweet spot between “They showed up and they opened the door” and “I went to space.” That’s the sweet spot. You have to almost design the extreme to come backwards.”
- 46. B2B commerce is a relationship.
Hinweis der Redaktion
- Preworkshop: Music playing and handout packets
- HELLO! I am product experience designer. That means that I work with executives, designers, and software engineers to create solutions that will make their customers love them. I have built solutions in education, aviation, pediatrics, and even museums. Today, I work in B2B Fintech with MSTS. I have spent years with Fortune 500 and SMB companies looking at their transaction-to-invoice-to-getting-paid experience.--- and how to make it better. They are going to remove the pain from B2B invoices. I also love workshops. As part of this process, we use workshops to get up off of laptops and cell phones to take time to THINK… push back, look, listen, think bigger.
- Overall, this is a workshop. So let’s start by making a name plate and introduce yourself to one person next to you. Write your name and please introduce yourself to a person at your table.
- As we look at the landscape of the B2B buying process, I break it down into five areas. 1: the focus is more on marketing and getting your product catalog out there. 2: focus on your ecommerence system and bulk deal pricing, quoting and order approvals. 3: integrating of ERP systems, shipping and fulfilment 4: focused the B2B payment process 5. What can you do to get repeat buying – outside of discounting Top 5 B2B eCommerce Challenges - Virto Commerce https://virtocommerce.com/blog/top5-b2b-ecommerce-challenges Challenges for B2B eCommerce & How To Address Them https://www.clarity-ventures.com/articles/9-challenges-for-b2b-ecommerce-how-to-address-them
- Inside of these fives stages, we are going to focus on the last two, because I feel they are the least discussed. There are tools and tactics for raising awareness There are booths on booths at this conference to pick an ecommerece platform to solve problems. For connecting that platform to your internal systems, there is an army developers you might or consultants that will But in these last two…. We are going to focus on how they can help build out your 5star experience and result in more loyalty.
- When I talk about these, it is good to clarify what they mean. In our two areas, we are doing to break down purchase expectations into the two stages of making a purchase((setup & Payment) and then round out with loyalty.
- You should see a packet in front of you, and we have treasures inside of there.
- Activity 1: Learn and Assess – 15 minutes, - For our first activity, we are review the known problems and you offer up items from your own experiences – either in previous companies or your current.
- I am going to review common pain points found in my work over the last three years... While we are going thru them, if you have any to add… ready your note and we will add it to our list.
- Customer Decision Maker Customer Accounts Payable Internal Teams For our first area, we are going to break into two parts of purchase expectations: getting your account setup and then transferring the actual cash.
- For our first area, we are going to break into two parts of purchase expectations: getting your account setup and then transferring the actual cash. Customer Experience: No-self service Multi-step processes Working across multiple teams Delays in setup/notification No access to credit/terms No PO/AP Processes at Checkout “Pay the way I want” – Customers that want to pay on their terms. For example, Budweiser on 120 day terms. Invoice delivery & format: Needing to accommodate for AP automation or AP portals; format needs to include the PO number or line item spec numbers Invoice correctness – Did the invoice reflect the details of the agreement down to the bulk pricing details or line item specification numbers? Internal: Correct information: Correct billing address & Correct contacts Tax complexities: Tax-exemption & Localization tax-reporting Corporate/global structures: Unknown hierarchies & Multi-currency Custom preferences Collecting payments Processing Payment: Multiple payment types & Payment application Lack of capital ---- Failure of Onboarding: https://divante.co/blog/how-to-convince-clients-to-use-b2b-commerce-platform/ http://www.northhighland.com/en/insights/white-papers/hbr-north-highland-b2b-onboarding Overdue Invoices: https://atradius.us/reports/payment-practices-barometer-americas-2018.html https://www.pymnts.com/news/b2b-payments/2018/late-payments-insolvency-trade-credit/
- For our first area, we are going to break into two parts of purchase expectations: getting your account setup and then transferring the actual cash. Customer Experience: No-self service: no way for a customer to buy online without a sales rep Multi-step processes: the process to get up has too many steps Working across multiple teams: frustrated when having to work with multiple teams Delays in setup/notification: not hearing back for days or not getting notified No access to credit/terms: not being able to allow someone to buy on invoice terms Internal: Correct information: Correct billing address & Correct contacts Tax complexities: Tax-exemption & Localization VAT tax-reporting Corporate/global structures: Unknown hierarchies & Multi-currency ---- Failure of Onboarding: https://divante.co/blog/how-to-convince-clients-to-use-b2b-commerce-platform/ http://www.northhighland.com/en/insights/white-papers/hbr-north-highland-b2b-onboarding Overdue Invoices: https://atradius.us/reports/payment-practices-barometer-americas-2018.html https://www.pymnts.com/news/b2b-payments/2018/late-payments-insolvency-trade-credit/
- Our first two focus Failure of Onboarding: https://divante.co/blog/how-to-convince-clients-to-use-b2b-commerce-platform/ http://www.northhighland.com/en/insights/white-papers/hbr-north-highland-b2b-onboarding
- Customer Experience: No PO/AP Processes at Checkout: the ability to input a PO #, validate that that person can purchase for that company OR get an approval “Pay the way I want” – Customers that want to pay on their terms. For example, Budweiser on 120 day terms. Invoice delivery & format: delivery includes to accommodate for AP automation or AP portals; format needs to include the PO number or line item spec numbers Invoice correctness – Did the invoice reflect the details of the agreement down to the bulk pricing details or line item specification numbers? Internal: Custom preferences: the system limitations of custom payments Collecting payments: cost and people to get the payments collected. Processing Payment: Multiple payment types & Payment application Lack of capital ---- Failure of Onboarding: https://divante.co/blog/how-to-convince-clients-to-use-b2b-commerce-platform/ http://www.northhighland.com/en/insights/white-papers/hbr-north-highland-b2b-onboarding Overdue Invoices: https://atradius.us/reports/payment-practices-barometer-americas-2018.html https://www.pymnts.com/news/b2b-payments/2018/late-payments-insolvency-trade-credit/
- Customer Experience: No PO/AP Processes at Checkout: the ability to input a PO #, validate that that person can purchase for that company OR get an approval “Pay the way I want” – Customers that want to pay on their terms. For example, Budweiser on 120 day terms. Invoice delivery & format: Needing to accommodate for AP automation or AP portals; format needs to include the PO number or line item spec numbers Invoice correctness – Did the invoice reflect the details of the agreement down to the bulk pricing details or line item specification numbers? Internal: Custom preferences: the system limitations of custom payments Collecting payments: cost and people to get the payments collected. Processing Payment: Multiple payment types & Payment application Lack of capital ---- Failure of Onboarding: https://divante.co/blog/how-to-convince-clients-to-use-b2b-commerce-platform/ http://www.northhighland.com/en/insights/white-papers/hbr-north-highland-b2b-onboarding Overdue Invoices: https://atradius.us/reports/payment-practices-barometer-americas-2018.html https://www.pymnts.com/news/b2b-payments/2018/late-payments-insolvency-trade-credit/
- Lets first focus on Setting up to Purchase and talking about the known pain areas. Maybe they come to you via your internal sales team: Maybe they come to via website: - BUT if they are failing in self-service, our manual processes must be helping --- right? Sorry, As just around 35% actually offer a tailored experience to is made around customer experience. Either way… here are the stats. From our experience, these are some of the complexities qualitative pains from the industry. If they are on your checkout site, there is a large chance that the Buyer Decision Makers are struggling to even create their account. ---- Failure of Onboarding: https://divante.co/blog/how-to-convince-clients-to-use-b2b-commerce-platform/ http://www.northhighland.com/en/insights/white-papers/hbr-north-highland-b2b-onboarding
- LOYALTY In my article The Secret to B2B E-Commerce, I articulate that the biggest difference between B2B and B2C is that the people that visit a B2B site have to be there because it is their job. And B2B users want their job to be easy. If B2B companies give their customers the tools that make their job easier, their customers will come back to the site again and again. Those tools of course include the previous elements of the formula: Google, search and navigation, intuitive transaction, and product relationships. B2B companies should consider giving customers tools that are outside of the purchase funnel such as: Order Status and transparency into supply chain View, print, download, and pay invoices Bill of Materials (BOM), assemblies and sub-assemblies View, print, download past orders and products This is probably the most exciting and most innovative part of B2B E-Commerce. B2B companies should strive to know their customers deeply. They can do that through usability testing, customer interviews, and just visiting them and watching how their customers do their job. Give them the tools to do their job easier and they will come back. https://hbr.org/2018/03/the-b2b-elements-of-value https://www.ibmbigdatahub.com/infographic/four-vs-big-data -Poor quality data costs U.S. companies $3.1 trillion every year. The reason bad data costs so much is that decision makers, managers, knowledge workers, data scientists, and others must accommodate it in their everyday work. And doing so is both time-consuming and expensive. The data they need has plenty of errors, and in the face of a critical deadline, many individuals simply make corrections themselves to complete the task at hand. They don’t think to reach out to the data creator, explain their requirements, and help eliminate root causes. https://www.thinkwithgoogle.com/advertising-channels/b2b-buyers-online-and-offline/ re: loyalty – Purchasers who engaged digitally post-purchase were more likely to purchase again. By category: Industrial Manufacturers 2X more likely to purchase supplementary products; Industrial Suppliers 8X more likely to purchase supplementary products; Pack & Ship suppliers 2X more likely to repurchase the same product. https://www.thinkwithgoogle.com/search/#?query=B2B&page=0,0&sort_field=date&limit=12&locale=en-us¤t_source=data_points These are data points mostly about mobile.
- Lets first focus on Setting up to Purchase and talking about the known pain areas. Maybe they come to you via your internal sales team: Maybe they come to via website: - BUT if they are failing in self-service, our manual processes must be helping --- right? Sorry, As just around 35% actually offer a tailored experience to is made around customer experience. Either way… here are the stats. From our experience, these are some of the complexities qualitative pains from the industry. If they are on your checkout site, there is a large chance that the Buyer Decision Makers are struggling to even create their account. ---- Failure of Onboarding: https://divante.co/blog/how-to-convince-clients-to-use-b2b-commerce-platform/ http://www.northhighland.com/en/insights/white-papers/hbr-north-highland-b2b-onboarding
- Lets first focus on Setting up to Purchase You have made the connection with Buyer Decision Maker (on the phone or via your website) and they want to make a purchase… on terms.. Create their B2B account.
- Activity 2: Solve – 10 minutes Now that we have looked a common pains, it is time to go to solution mode. Mapping and getting creative to the experience you want to create.
- We use the term a 5-star experience. When you customers think about a 5-star experience, they do not think about B2B, they think about all of their experiences. From the apps on their phones to the nicest hotels they stay in. https://a.sfdcstatic.com/content/dam/www/ocms-backup/assets/pdf/datasheets/salesforce-research-fourth-annual-state-of-marketing.pdf
- In order to have a 5-star experience, all of these need to work together. We reviewed pain points in the last two areas. As a leader in your organization, the goal of this exercise to pick the directions for your teams when you return to outline where your ideal customers experiences and platforms NEED to be.
- I will present themes across the digital landscape… and examples of those themes. Create an analogy for what you wan to help communicate with your team. Startup pitch… we are the Uber for blah, blah Create your map to start the conversation with your teams.
- We use the term a 5-star experience. When you customers think about a 5-star experience, they do not think about B2B, they think about all of their experiences. From the apps on their phones to the nicest hotels they stay in. We will map those themes back.
- Onboarding experiences focus on : X For example: Automation and Instant: How is your signup process fast? Get on a bird. Is your business account approval/review process this fast? Integrated platforms: (this is simple, sign in with your LinkedIn, already created a login for your online experience and then InsideView API pulled +40 data points on industry type, company size, addresses, etc. See Tide Marketplace, that can give someone business credit in UK using a user approved integration that can pull in 5 years of banking history. Tailored EXPERTS: a little more of US example, when there is a question on the TurboTax platform, there is a webchat with a real person. How do these translate to you in B2B? Think about your process and the outcomes… not how, but the outcome you want. For example: I want an business account with terms to be created instantly I want to integrate to be able to get a global account created automatically I want to provide an emergency rescue experience at the moment I see a buyer get confused. https://www.instapay.today/article/iwoca-becomes-first-business-lender-to-connect-to-uk-bank-via-open-banking/
- Now, these are meant to be examples. Fill out the
- Integrations - Customers now have invoicing systems like Ariba…need a solution for AP integrations Outsource the Pain: You can outsource the costs/people: Firm providing data entry, call centre, accounting, and IT services Custom Setups: - Invoicing and
- Pull out your sheet!
- First way – make it too easy to keep buying. Amazon is king here. Seemless Buying: Amazon one-click & AmazonGO, where Embedded Payment with uber and concur Sales insights: - Using tools like PlanHat or Bellwethr, out of the box AI solutions for identifying churn and up-sell opportunities Transparent & Predictive: - End to end delivery transparency - Advanced logic offers: Themes; Insights for your sales team Loyalty: doing business with you (from product, fulfillment, and payment) is too easy and hard to leave Intuitive & Predictive: recommending cross-selling, knowing when the next buying time may be, opening the credit line LOYALTY In my article The Secret to B2B E-Commerce, I articulate that the biggest difference between B2B and B2C is that the people that visit a B2B site have to be there because it is their job. And B2B users want their job to be easy. If B2B companies give their customers the tools that make their job easier, their customers will come back to the site again and again. Those tools of course include the previous elements of the formula: Google, search and navigation, intuitive transaction, and product relationships. B2B companies should consider giving customers tools that are outside of the purchase funnel such as: Order Status and transparency into supply chain View, print, download, and pay invoices Bill of Materials (BOM), assemblies and sub-assemblies View, print, download past orders and products This is probably the most exciting and most innovative part of B2B E-Commerce. B2B companies should strive to know their customers deeply. They can do that through usability testing, customer interviews, and just visiting them and watching how their customers do their job. Give them the tools to do their job easier and they will come back.
- Pull out your sheet!
- Lets talk
- And no matter the industry. 5-star customer experiences are worth it. In B2B, companies have seen up to 40-80% in additional revenues. So it is worth it.
- Why are you here today? Establish that most attendees want to select their e-commerce solution, better manage their data, and maximize their data… …but after you solve that… What’s next? Hidden problems in the B2B customer journey.
- Why are you here today? Establish that most attendees want to select their e-commerce solution, better manage their data, and maximize their data… …but after you solve that… What’s next? Hidden problems in the B2B customer journey.
- Why are you here today? Establish that most attendees want to select their e-commerce solution, better manage their data, and maximize their data… …but after you solve that… What’s next? Hidden problems in the B2B customer journey.