Category: EnigenReadinar

CX Digital Transformation in Sales pt. 1 – An #EnigenReadinar

The following blog is part of our #EnigenReadinar series, designed as a selection of condensed, text-based Webinars for you to read in your own time. In this two-part blog, we revisit our Webinar for the Nordics region in partnership with Oracle, titled ‘CX Digital Transformation in Sales’.

In the Webinar, Enigen UK’s MD Alex Love joined Oracle’s Director of Sales Strategy EMEA for Commerce, CPQ & Loyalty Cloud, Neil Pridham, in a discussion on how the digital landscape is transforming customer experience in B2B sales, and the steps your business needs to take to adapt to this transformation.

What’s all this fuss about Digital Transformation?

B2C businesses are used to the prioritisation of the customer and the focus on eCommerce that digital change has brought about, but the focus on an easy sales system, overnight delivery, and purchasing automation is imprinting on the minds of B2B customers as they go about making transactions in the B2C space. The drive for simplicity and self-sufficiency that is emerging in B2B transactions is originating from the customer and their experiences outside of B2B sales, and all of this is made possible by digital transformation.

In this new realm of B2B sales that are customer-driven, Neil says we have two choices. Traditional, and Self-Sufficient;

Digital Transformation in Sales

Traditionally, B2B sales takes the approach of using sales reps to outreach to customers. While this direct method is a great way to stay in touch with your customers, it’s expensive, regardless of whether these reps are direct or on-demand. The traditional alternative to reps is indirect sales; advertising, word-of-mouth, and social media.

On the other hand, self-sufficiency of sales is allowing the customer to approach your business; to diagnose their own problems and find their own solutions via independent perusal of websites and eCommerce stores. This method can be more convenient for the customer, and less expensive for you, but it can mean you lose contact with your target audience. The alternative to self-sufficiency in sales is assisted sales, where you maintain a customer’s anonymity but guide them towards a specific product.

Both choices – traditional or self-sufficient sales – are moving towards a digital environment, and underpinning this is the fact that customer experience is key. Increasingly, B2B businesses are expected to be consistent and adopt an omnichannel approach much like their B2C counterparts. When you browse a fashion retailer’s website on your mobile on the train and lose connection, the retailer knows where you were in your buyer’s journey when you pick back up on your desktop computer later in the day. Neil confirmed that this kind of approach is rapidly becoming the way B2B businesses are expected to operate – A 2014 Forrester report shows B2B buyers expect to analyse activities, view product information, take delivery, and return or exchange products across all channels through one source.

Underpinning all of this – Traditional and Self-Sufficient Sales, the effect of the Digital Environment – is Intelligence; Chat Bots, Artificial Intelligence, the Internet of Things – Data. We need this Intelligence to help build knowledge of our B2B customers to better shape the way we interact with them.

Digital Transformation Enigen CX

So, What’s Really Changing?

These are the key areas Neil suggests B2B businesses need to consider to stay ahead of the competition in the evolving digital landscape;

  • Marketing – There are increasingly personalised marketing channels available to B2B businesses that utilise aggregated data we could never have dreamed of having access to before, such as specific interests and behaviour. This data can be used to improve the B2B sales process in terms of identifying what specific customers are looking for, as soon as they arrive on your website.
  • Sales – According to Gartner, in B2B sales, “57% of the buying cycle is complete before speaking to a sales rep”. What B2B businesses need to be thinking about is how to access the influencers of the people making purchasing decisions.
  • Service – In the B2B space, the Internet of Things has opened up the possibilities of self-service and self-diagnosis on a macro level; for example, many hospital scanners are able to diagnose themselves and request maintenance or parts before they break down, and B2B businesses must adapt to accommodate these opportunities. Additionally, it is important for businesses to transform their service centres into profit centres (please read our ‘Mind The Gap’ EnigenReadinar for a further explanation).
  • eCommerce – Businesses must ensure that their self-service systems are cutting edge. Enabling your customers to buy directly and improving the sales process by removing third partners and offering customisation will soon shift from a desirable trait in B2B sales to a necessary requirement.

In Part 2 of this #EnigenReadinar, we’ll take a look at what Enigen UK’s MD, Alex Love, had to say on the topic of Digital Transformations in Sales. Read it here: CX Digital Transformation in Sales pt. 2

‘Mind The Gap’ – Bridging the Gap between Marketing & Customer Service Teams – An #EnigenReadinar

The following blog is part of our #EnigenReadinar series, designed as selection of condensed, text-based Webinars for you to read in your own time. In this particular blog, we revisit our Webinar in partnership with Oracle’s CX team, titled ‘Mind The Gap’.

In the Webinar, Enigen UK’s MD Alex Love joined Oracle’s Customer Experience Director Matt Bateson, and CX Development Leader Steve Benton, to hold a discussion on and answer the question of how we bridge the gap between the Marketing & Customer Service teams, and why it’s so important for your business to do so.

Mind the Gap Marketing Customer Service


When it comes to driving levels of customer engagement, investment and creativity is poured into marketing. Yet customer services, who see high levels of engagement, are encouraged to reduce time spent in contact with a customer. Why is this, and how can we take advantage of the time customer services spends with customers to improve the customer experience?

In the fast-paced and rapidly changing modern world, each new technological innovation can have a knock-on effect to how customers expect to be sold to, marketed to and engaged with. In this respect, we need to take an outside-in view of the customer experience and take the customer viewpoint into account.

Different areas of a business have a great deal of information for and about their customers, but often these areas aren’t joined up; they are silos. A siloed approach goes against what we know about customers; that they want a cohesive experience that holds continuity across all channels. So, what we need is a joined-up buying cycle to ensure the same message is being delivered to the customers at every step of their journey, regardless of the channel(s) they use.


We need to turn our service channels into marketing channels, and we need to break down our business silos to develop that cohesive, joined-up experience that our customers are looking for. This will ensure that customers and users of different service channels are getting a consistent service, and that people in these service channels have access to the same information as those in marketing.

The reason this is so important is because of the way customer service teams acquire the undivided attention of a customer for 5-10 minutes at a time. This is an incredible amount of time to make a positive impression on someone, especially in business-to-customer relations. Marketing teams are shifting away from the idea that impressions (the amount of times your message is seen) are everything, and are slowly embracing the attitude that attention (the amount of time spent looking at your message) is king. Yet we simultaneously have customer service teams actively trying to reduce the amount of time they spend in contact with a customer, to diminish that attention.

What this should tell you is that we need to shift the perspective of the customer service team from cost centre to revenue centre. To do this, it’s clear we need to re-imagine customer service and turn incidents into impressions.

Charles Darwin Customer Experience Business Evolution

Charles Darwin said; “It’s is not the strongest Species that survives, nor the most intelligent, but the one most responsive to change.” This could not be more true of businesses of today; whichever is the most responsive will be the most successful. So, make sure your business is the one that embraces the time customer service spends holding your customer’s attention, and ensure that you knock down the silos to create a cohesive, joined-up, cross-channel customer experience.

Oracle Service Cloud allows you to join up your CX service – the key capabilities include delivering web customer service; enabling a ‘cross-channel contact centre’ which is multi-platform, and developing a single knowledge base for your entire business to help empower customers and agents, unifying customer and business data in a single location. The power of Service Cloud lies in its ability to knock down internal silos, connecting your teams and amalgamating the data they are provided with. For bridging the gap between your marketing & customer service teams, there’s no better tool.

Want to hear about how our customer T H March ‘bridged the gap’? Take a look at their customer testimonial on YouTube: