Tieto Industrial Experience – the future of B2B customer engagement

The future of B2B commerce builds on a digitally enabled customer experience

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Business-to-business customer experience is transforming due to digitalization. In the past, B2B companies used to take their existing sales and service processes online, without much innovation for new business models or growth strategies. Online solutions used to be cumbersome to use and were usually based on the sales process instead of the customer’s purchase journey.

Today, in addition to efficiency improvements, customer facing digitalization is a vehicle for customer centricity, new business models and growth. Creating seamless customer experience across channels with special focus on design thinking and business agility in development, corporations are aiming for business renewal.

Manufacturing, wholesale and the forest industry are among industries that can easily gain significant competitive advantage from becoming more reachable, at the same time providing a seamless customer experience at all touchpoints.

Megatrends that affect the B2B customer experience include

  • Increasing global competition

  • Increased customer expectations for tailored service, short delivery times and easy transactions

  • Consumerization i.e. the use of digital tools in private life are  increasing the demand for digitalization also in B2B commerce

  • Servitization i.e. higher growth targets on service business and selling products as a service

  • Operational efficiency requirements

  • Customer expectations of personalized, relevant content seamlessly in all channels

Customer experience is a sum of all interactions: how customers experience the brand, product or service in multiple touchpoints or interactions. At the same time, design thinking, the method to create a great customer experience, is a vehicle to identify growth opportunities and reinvent operational models for added efficiency.

In a matrix of buyer dynamics complexity and product complexity, you need to meet a variety of customer expectations. If your product is relatively simple, and it is easy to buy online, your customer expects easy-to-use self-service with high automation in the order process. If your product is complex, and buying requires a lot of hand-holding – such as configuration options – you need to focus on a consultative approach.

The key outcome is that building an online service channel is not enough. You must take a more holistic view on the customer journey and meet whatever expectations your customer has, regardless of channel, place or time

To match a large number of expectations with a large number of alternative responses, the only way you can succeed is to digitalize the relevant parts of the interaction. With a seamless experience across channels as the goal, you should digitalize those parts of the customer journey where digitalization adds value while ensuring the customer has all information available that is required for her to move forward.

Tieto’s Industrial Experience solutions revolve around four key themes to do this. They cover the entire customer journey from need to fulfilment and provide a holistic approach to customer-facing digitalization and e-business.

Read more about the themes or get in touch immediately for personalized advice on how to move your business into the customer age.

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