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. The following blog is Part Two of ‘CX Digital Transformation in Sales‘. If you’ve not yet read Part 1, we recommend you read it here.
‘CX Digital Transformation in Sales’ was originally a Webinar for the Nordics region, focusing 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.
The Digital Landscape
In Part 1, we focused on Neil’s discussion of two core areas of sales that B2B businesses can choose to focus on; traditional or self-sufficient. Enigen UK’s MD, Alex Love, contests that the market has changed so much that the decision is no longer in the hands of B2B businesses, but instead in the hands of their customers.
Increasingly, the service desks of businesses in all areas – both B2B and B2C – are also becoming marketing teams. The positive reaction from customers brands are looking for often lie in service; more often than not, fast, positive reactions from a brand to a complaint spur positive feelings in the customer overall. The most effective way to create these positive reactions right across your service team is with an omnichannel approach that we can expect to see more of in B2B sales in the future.
Pareto’s Principle states that for many events, roughly “80% of the effects come from 20% of the causes”. In sales, we can take this to mean that 80% of our time should be spent on research, and 20% with the customer. Alex suggests this needs to be flipped on its head for B2B businesses adapt to the impact that digital transformation is having on the customer experience; 80% of our time should be spent with the customer, and 20% in research. Technology can and does support this transition to a more customer-centric approach, and data is driving this change – Predictive analytics ensures B2B businesses are meeting the right customers at the right time.
How might a B2B business take advantage of the technological advancements on offer to them to improve their customer experience and business overall? Below are two examples from two completely different sectors of industry, the digital change Enigen assisted them to make, and the results they experienced:
Aggregate Industries quarries, manufactures and supplies a wide range of heavy building materials to the construction industry. They have an expansive portfolio that includes some subsidiaries that cross-over in their purpose and what they supply. With Enigen’s assistance in implementing best-of-breed Oracle CX technology, they set about digitising their commercial processes, driving mobility and enabling closer management across their territories and subsidiaries. As a result, they managed to collate data from across their group to see which types of customers were buying specific products and where, and what types of business were doing better in specific regions. This led to a more customer-centric approach that greatly benefitted the group as a whole.
A customer of Enigen’s needed to bring together multiple organisations under one cohesive system. Relying on digital transformation, they;
- Adapted their Sales processes to provide information to their reps when and where they need it, and developed a system to allow their customers to interact with them the way they choose; either via a self-sufficient automated system or by ensuring sales consultants have all the knowledge they need at their disposal.
- Automated ordering, allowing partners and customers to self-serve through portals & CPQ (Configure, Price, Quote) tools.
- Used AI to gather information on the customer and aggregate the data to give the customer options on the types of things they want to see or might be interested in, before they know it themselves, helping with purchasing decisions.
- Combined marketing pre-and-post acquisition, to spark interest in the brand from a customer standpoint pre-purchase, and ensure relevant information and content is delivered post-purchase.
- ‘Gamified’ the sales process to ensure smooth adoption within their own team. This involved developing leaderboards, commission plans, and team targets and integrating them all into the CRM and sales platforms.
These examples highlight the dramatic changes that B2B businesses can expect when undergoing a digital transformation of their sales processes or their business as a whole, and the impact this has on the customer experience.
Digital Transformation can be a daunting prospect, but Enigen aspire to make the process as painless and simple as possible. Whether it’s implementing a single product to improve one area of the customer experience, or approaching transformation from a whole-business perspective with our #ActAsOne proposition, or our #Enigized Managed Services & Support approach, we can accommodate your digital transformation requirements.
Get in touch with our team at firstname.lastname@example.org, or call in on +44 (0) 203 3280710