Why the “Amazon Effect” impacts B2B Customer Experience - b2b.store

Why the “Amazon Effect” impacts B2B Customer Experience

With reports claiming that 73% of B2B buyers are now digital natives (those who have lived their whole lives with the Internet, computers and mobile devices) and an Accenture report stating that 90% of B2B execs believe customer experience is critical to achieving their strategic priorities, customer experience is more important than ever. These digital natives see no delineation between their consumer habits and their expectations for the B2B world. They are all impacted by what is described as the “Amazon Effect” – the very best online purchasing customer experience – and now expect this in the B2B world.

With reports claiming that 73% of B2B buyers are now digital natives (those who have lived their whole lives with the Internet, computers and mobile devices) and an Accenture report stating that 90% of B2B execs believe customer experience is critical to achieving their strategic priorities, customer experience is more important than ever. These digital natives see no delineation between their consumer habits and their expectations for the B2B world. They are all impacted by what is described as the “Amazon Effect” – the very best online purchasing customer experience – and now expect this in the B2B world.

1. User Experience (UX)

Digital natives expect their apps and websites to be fast, slick and responsive. They don’t have the patience to be waiting for pages to load or for the interface to be clumsy. b2b.store is designed with all this in mind. It’s fast and responsive and delivers a superior customer experience.

2. Omnichannel experience

B2B buyers are used to a true omnichannel experience. They want to be able to switch from mobile to desktop seamlessly without having to re-enter information or have to go back to complete a purchase on the device they started it on. In fact, according to an article byWhistl41% of all online purchases start on one device and finish on another, and 84% of smartphone users use their phone whilst in a store. b2b.store works across all platforms and therefore if a user starts an order on their phone but then wants to finish it on a desktop, or vice-versa, they can.

3. Personalisation

The “Amazon Effect” has also meant the B2B buyers expect personalisation. They don’t want to be treated as just a faceless customer. They want to use platforms that deliver relevant content to them an individual. b2b.store uses machine learning and algorithms to serve relevant content based on a user’s previous behaviour. It also knows the optimum time to communicate with them, when they are most likely to be in purchasing mode.

4. Intelligent lists

Having saved ‘shopping lists’ is commonplace in online shopping for supermarkets but even more important in the b2b space where order sizes can be significant. Your customers don’t have the time to be recreating an order list every time they shop with you and expect the technology to be intelligent enough to know what they typically buy. B2b.store has a premium module that offers this functionality.

5. Engagement

Digital natives are used to being communicated with via their mobile devices and now expect this in the B2B world. Push notification campaigns have far higher response rates than email and are an incredibly important channel that can drive up sales and average basket values. Ultimately, they drive customer loyalty and make a huge difference to the bottom line. b2b.store has a premium module that enables you to do this.

Ignore Customer Experience and you are likely to face the consequences. In a recent B2B Commerce study* 54% of c-level execs said their companies had lost a customer due to the poor quality of the commerce experience. If you don’t deliver the right experience, then one of your competitors will.

If you’d like to find out more about how the b2b.store could support your business growth then please get in touch here.

 

Book a Demo