Customer Portals – Enabling a New Level of Customer ... · 81% of B2B buyers would choose . a...
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Customer Portals – Enabling a New Level of Customer Empowerment in Today’s Digital Economy
Transcript of Customer Portals – Enabling a New Level of Customer ... · 81% of B2B buyers would choose . a...
Customer Portals – Enabling a New Level of Customer Empowerment in Today’s Digital Economy
Our Presenters
Kerry Young VP & General Manager
Octavio Perales Director of Solutions
Introducing EnterWorks
Empowering Business & IT Users for over 21 years
All-in-one platform for MDM, PIM, and DAM
Only Solution that is a Leader on both the Forrester PIM and MDM Waves
Highest customer satisfaction marks on industry analyst reports
Industry expertise: distributors, manufacturers, retail, hospitality, service companies, and member / buying groups
Strong Global SI & Technology partnerships
Business Mission Enable Our Customer’s Growth,
Efficiency and Differentiation through Exceptional Competency in Data
as Enabled by our MDM Technologies
Complexity Mastered
Master Shared and Application Data for
Business Model Agility
Discrete Views of Everything
Provide a Central View of Data Across Enterprise
Networks
Differentiated Experiences
Leverage Multiple Domains for Combinatorial Precision
A Division of
51% LICENSES
OUTSIDE U.S.
2,200+ GLOBAL
CUSTOMERS
75+ COUNTRIES
200+ NEW ACCOUNTS
ANNUALLY
22 OF SAP’S TOP 25
CUSTOMERS
48 NET PROMOTER
SCORE
Auto Apparel Oil & Gas Food &
Beverage Consumer Products Retail Pharma Chemical Entertainment
EnterWorks Acquisition, Inc. Proprietary and Confidential 4
5 5
Voice of the Customer
72% of US online consumers prefer to
use a company’s website rather than contact companies via phone or email.
Forrester Research
These days, login pages are warning of long call wait times
and encouraging people to use digital
tools. Wall Street Journal
81% of B2B buyers would choose a
supplier with excellent
customer portal capabilities, even
if the suppliers product was
moderately higher priced than a competitor’s.
DigitalCommerce360
More than 50% of customers
reaching out to a call center hang
up without having their issue solved.
Consumer Reports
© Intershop Communications, Inc.
Where we want to be
The ability to get the goods, services and information they need wherever and whenever they need
it.
Provide customers
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Information and ordering portal e.g., online shop
The digital maturity model for B2B Customer Portals
Information portal
Individualized smart portal with intelligent services e.g., predictive maintenance
reactive
proactive
individually proactive
individually predictive
Individualized information, ordering and service portal e.g., digital sales and service portal
1.
4.
3.
2.
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Optimal Customer Experience
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Boston AUTOMOTIVE
Plant Manager
Provides a seamless, consistent experience to build trust and foster adoption
Accessible 24x7, 365 days a year “always on” online portal
Discover/ Educate/ Buy/ After-Sales
Supports multiple user roles. “Individualization” of the user experience
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Optimal Architecture
Leverages a “centralized” master data management
model
Flexible API-based architecture to ease
expansion and integration
Custom frontends that can be
developed and deployed separately
from backend platforms
Domain areas of possible features and functionality
Commerce • Online Store • Order history/re-
orders/order templates • Quick order • Online quotes • Subscriptions • Sample Requests • Delivery scheduling • Store/warehouse location
and hours Content
• Online documents • Video library • How-to’s
Customer/Account Profile
• Delegated user management
• Role based permissions • Self-administered approval
hierarchies and rules • Address self-administration • Spend Management • Marketing Preferences • Language/currency
localizations • Invoice search, payment,
and dispute management • Online training/certification
Service • Service Request • Installed base information • Knowledge base search and
FAQs • Product registrations • Warranty claims • Returns merchandise
authorizations • Online Contracts
Smart Portal • IoT • Auto replenishment • Digital counters
Communities BI Dashboards/reports
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© Intershop Communications, Inc.
What does reality look like?
Customer Portals Are underutilized because they are not helpful
Customers Are treated as a singular entity
Shopping experience Is far away from the one in B2C
Inconsistent user experience Moving between 3-4 applications appears disjointed and raises security concerns
01 02 03 04
Today’s Challenges
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Homegrown applications That haven´t kept pace with commercially available off-the-shelf products 05 Tightly coupled systems with fragile integration architecture Require „rip and replace“ approach to upgrade 06
© Intershop Communications, Inc.
What are the consequence of getting it wrong?
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Potential Consequences
Slow or no adoption of Customer Portal
Over burdened customer service reps
Sales people functioning as account managers
Higher cost of goods sold = lower margin
Business model that is not scalable especially in times of crisis
Customer flight
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$12
$6
$5
$2.50
$0.10
Call center (technical support)
Call center (customer service)
Web chat
Online self-service Source: Forrester Research
Sales and support staff are often burdened with recurring tasks
Taking orders, sending documents and invoices and locating user guides or data sheets: These processes are costly, prone to human error and occur throughout the whole customer life cycle. Average cost of a customer interaction:
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© Intershop Communications, Inc.
How do we get there?
Online orders and status lookup still dominate the primary use of Customer Portals – Get this right! Think “perfect order”.
Perfect order fulfillment as a discrete measurement is defined as the percentage of orders that are:
Delivered to the right place
…At the right price
…With the right documentation
…At the right time, condition and package and in the right quantity
…With the correct invoice
…With the right product
Customer self-administered addresses, AVS integration
Customer specific catalogs, guided selling, custom configuration & visualization, order templates, Chat
Customer level pricing and promotions
Tracking, shipping method options, scheduled delivery services, last mile logistics, real-time availability-to-
promise checks
Digital: user manuals, safety data sheets, marketing materials, BOM and RMA instructions
Online invoice search, payment and dispute management
Goa
ls Enablers
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Individualization! Next level Personalization
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Customer
Content
Catalog
Pricing
Promotions
Language, currency, localization
Features & capabilities per roles & responsibilities
Personalized Customer Experience B2B
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Inspiring Web Content
Shipping Methods
Prices
Payment Methods
Campaigns
Tailored Product Assortment
Contracts
Quotes
Service Center Mobile Fitting Click & Collect Factory Delivery
OCI Punchout
Self-Service Organization Management
Order Templates
Measure the right things
Gear towards adoption and growth vs. acquisition and conversion metrics
– First time orders – Number of orders – Average order value – Number of content downloads – Number of logins – Number of service requests – Number of posts to communities – Number of online classes taken
Act upon analytics to consistently enhance experience
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Optimize the Technology Foundation
Upgrade your online store Product, Vendor, Assets,
Customer, Locations, Material
Build a modern front-end
B2B optimized e-commerce platform
Centralize data with MDM foundation
API-based, modern web framework
architecture
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Due to its flexibility, our solution evolves to a
perfectly tailored best-of-breed enterprise solution
as your organization develops and grows
Best-of-Breed
We provide you an effortless start with
an adaptable and mature all-in-one digital commerce
solution
All-in-One Experience Management
Omni-Channel
Management
Product Information
Customer Management
Organization Management
Transaction Management
Analytics & Reporting
Operational Excellence
Intershop’s Digital Commerce Solution
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EnterWorks Enable™ The MDM / PIM Solution
that Delivers…
…a Differentiated Customer Experience
EnterWorks Acquisition, Inc. Proprietary and Confidential
Multi-Domain Master Data Management
Product
Vendor
Asset
Customer
Location
Material
Manufacturers Suppliers Distributors Member Groups
Retailers Restaurants Marketplaces
B2B2C Value Chain
Data Synchro-nization
Data Quality
Governance & Steward-
ship
Golden Record Mgmt.
Workflow
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API-Oriented Architecture
Custom front ends
API mediation
Intershop Customer & Partner Ecosystem
EnterWorks MDM Foundation 25
Boston AUTOMOTIVE
Plant Manager
DEMO: User self-service and integrated processes lead to sustainable customer loyalty
Service portal
Ordering portal
Information portal
Important announcements Product information Contacts Content
Order history/status Order templates (Re)orders Order approvals
Service request/status Knowledge Base, forum Booking/appointment Chat
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Questions?
EnterWorks MDM Virtual Conference
Join us for Upcoming Webinars in the Everything MDM Virtual Conference Series
MDM Use Cases: Establishing and Improving the Value of Your Vendor Portal
Agile in MDM – How to Deliver MDM in an Agile Environment and Maximize Value and Adoption
Break Through Digital Walls & Drive Sales with Automated Data Syndication to Your eCommerce Channels
April
21 April
22 April
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Week 5: Best Practices and Workshops (Putting Practice into Action!)
Presented by Rob Stowell and Rusty DiNicola of Pivotree
Presented by Allyson Taft and Libryia Jones of Amplifi
Presented by Emeka Nwosu of Productsup
enterworks.com/virtual-conference-mdm/
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Contacts
Kerry Young
VP and General Manager of EnterWorks
telephone
Octavio Perales
Director of Solutions
+1 (847) 340-1119
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