B2B companies face unique challenges due to the complexity of their products, the diversity of customer relationships, the numerous decision-makers, and the need for consistent communication across multiple channels. To understand how a commerce platform can address these challenges, let’s consider the customer journey of a typical B2B client.

Imagine Bernhard Bauknecht, responsible for the machinery at Maier Bau GmbH & Co. KG, a construction company with multiple stakeholders involved in decision-making, including a procurement officer, workshop manager, machine operators, and others. Mr. Bauknecht’s journey often begins online, where he researches new products and offers. He wants to configure products to meet his needs, compare prices, and ultimately make purchases or request quotes. After purchasing, he may want to download troubleshooting manuals or order spare parts.

From Theory to Practice: Attracting B2B Customers with Customer Portals

Now, imagine you sell construction machinery and want to attract Bernhard Bauknecht as a customer. What approach should you take? Developing a comprehensive customer portal that effectively addresses the specific challenges and needs within the B2B landscape requires a methodical approach. This process can be divided into several key steps: analyzing the customer journey, creating a strategy and blueprint, and executing a concrete roadmap.

1. Customer Journey Analysis

Customer journey analysis involves three key steps:

  1. Identifying target groups and roles
  2. Developing use cases
  3. Mapping the customer journey

2. Creating a Strategy and Blueprint

The use cases and customer journey analysis reveal specific requirements for the portal. The blueprint serves as a strategic framework, showing how the company’s existing IT landscape should be expanded or adapted to meet these identified needs.

3. Developing an Implementation Roadmap

Since it is often not feasible to implement all requirements simultaneously, it’s essential to prioritize them based on their significance for business objectives and technical feasibility. The roadmap outlines the step-by-step implementation of the portal, broken down into individual projects or project phases. Starting with the highest priority requirements, the portal is gradually developed and implemented.

The Digital Strategy and Implementation

Based on this strategy, you introduce a modular portal covering functions such as product information, orders, and service requests. The platform serves as a comprehensive customer portal, simplifying the purchasing process and offering a wealth of information and services digitally.

Bernhard Bauknecht can now access product information, supplier updates, and configuration options for new machinery directly on your platform. He can configure machines, request service technicians, and schedule maintenance services — all in one place; exactly what he was looking for.