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~ Intershop ~

“Nowadays, B2B buyers have B2C-like expectations when it comes to (self-) service,
efficiency, and the customer experience - including after-sales services,” says Harold van
der Horst, Marketing Director EMEA at Intershop. Deciding how, where, and when to get
the information they need, either digitally or person-to-person, is an ongoing process and
should be as personalised as possible to provide ease and convenience. The role of sales staff

is changing as a result; they are now customer consultants whose job is to deliver tailored
solutions.

ake an evolutionary step like TRUMPF did! How digital sales simplify everyday work
The need to connect everything and everyone When using a customer portal, sales representatives and
T emerged as soon as the first generation of iPhones customers have access to real-time updates on the status
popped up with the emerging World Wide Web in 2008. It of previous quotes, orders or deliveries. This means that
started with consumer behaviour, and this quickly moved the central office can solve more pressing matters than
into traditional industries, too. TRUMPF found themselves answering recurring questions. In addition, once custom-
faced with a conundrum. Customers wanted to buy every- ers can handle their account management themselves,
thing, at any time, for the best price possible. By introducing errors are reduced. A digital commerce solution sup-
smartphones into consumers’ lives, people started their per- ports multiple touchpoints. Field sales apps shorten the
sonal digitisation project. From that moment on, TRUMPF decision-making process and leave additional room for
decided it was time to tap into the new-born potential consulting more complex matters. This can ultimately lead
e-commerce market. Rainer Schüßler, Program Manager to improvements, novelties or process optimisations. Once
Customer Experience at TRUMPF, says, “By now, we have you connect your customer and service portal to more
already come quite a way in our digital commerce journey. functionalities, even your sales representatives can benefit
But throughout the years, our customers’ expectations have from different aspects. They get access to sales statistics
evolved, too. There is no single point of truth to be found. where it is possible to see if sales are on target and detect
If there is one constant, though, then it´s the fact that in- customers who offer higher margins. They can also benefit
consistent processes and insufficient connectivity are major from the organisation of routes, a reminder of customer
hindrances to efficiency and growth, both for our customers visit frequency and efficient and structured communication
and our organisation. Therefore, we had to improve on help- channels with customers.
ing our customers in a fast and reliable way, while increasing
the agility of our organisation, too.” There will be more to B2B in the future. Using a digital
customer portal, it will set the standard for smart, efficient
At this moment, TRUMPF has decided to take its next and future-oriented self-service interaction with custom-
evolutionary step on the way to becoming digital masters ers. It is much more than just a webshop for business cus-
by developing a customer experience platform, which is tomers; it digitises all sales and buyer processes. It is the
dedicated to the needs of their customers. Nowadays, it is next level of B2B commerce and the next step for many
all about presenting smart solutions, which are not only manufacturers and wholesalers to provide each customer
flexible but also ideal for unique scenarios. TRUMPF with a 360° view. A customer portal maps out the entire
decided to learn from their customers, and this ultimately customer lifecycle of buyers to support a personalised and
led to a Customer Experience platform as the single digital frictionless buyer journey and improves the loyalty to your
point of purchase for all of their products. brand and customer lifetime value. It is a necessity to focus
on the needs of your customers to boost customer satisfac-
At TRUMPF, being able to offer a truly value-adding tion, improve efficiency, and increase sales. ••
customer experience platform is the aim of a thorough to know more about how to counter the
digitisation process. What started with a complete internal costs of e-commerce returns? Download the
reorganisation will someday be refined to an interdiscipli- Descartes pixi whitepaper:
nary and cross-departmental collaboration. To allow for a
completely different offering, the customer should be the THERE IS MORE!
focus of the organisation’s set-up. Customer is king - this ARE YOU INTERESTED IN HOW A PERSONALISED DIGITAL CUSTOMER PORTAL FOR
rule also applies in the digital age. However, general condi- MACHINE OWNERS, DISTRIBUTORS AND WHOLESALERS CAN BECOME A REALITY?
tions are constantly changing. It is essential to stand out WATCH THIS WEBINAR, AND YOU WILL FIND OUT:
from the competition with new services. HTTPS://INFO.INTERSHOP.COM/WEBINAR-DIGITAL-CUSTOMER-PORTAL-1

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