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Customer Experience Innovation

B2B e-commerce is more than just a channel for companies, it is a way to shift offline businesses into high gear online and provide a world class multi-channel customer experience that customers expect. According to Forrester Research, the current B2B e-commerce market is on track to hit $1.18 trillion by 2021. Despite this tremendous growth, B2B digital strategies and capabilities are far less mature than their business to consumer (B2C) counterparts. B2B companies are increasing investment in digital capabilities, but questions still remain as to whether they are getting the most out of their money. Even with the higher levels of investment, 47 out of 50 corporate buyers believe suppliers need to invest more in making the online experience of B2B as easy as B2C, which would indicate significant room for improvement on the investments being made. From a historical perspective, a gap in strategy has existed, with many organizations failing to see the linkage between their e-commerce efforts and their customer strategies. Whether your investments are targeted to attract new customers or keep the ones you currently have, your e-commerce strategy needs to focus on improving the overall customer experience. In this whitepaper you will learn:  The history of B2B e-commerce Foundational drivers and key considerations as you define your e-commerce strategy The importance of defining your key customer strategies and how e-commerce can support them  For more information on this topic, or to learn how Baker Tilly growth strategy specialists can help, contact our team.

B2B e-commerce is more than just a channel for companies, it is a way to shift offline businesses into high gear online and provide a world class multi-channel customer experience that customers expect.

Getting e-commerce strategy right

In the world of digital strategy, companies can easily get lost with the numerous options for improving e-commerce capabilities. Organizations can waste time and resources chasing the latest trends. Worse yet, companies often fall short on communicating changes amongst customers, partners and employees, which leads to eroding sales, alienating key stakeholders and negative impacts. To avoid these pitfalls, companies should invest the time to define their e-commerce strategy, identify capability gaps, and build a detailed roadmap for the future. A roadmap depicts the intersection of your business strategy, technology investments and organization. A roadmap prioritizes and sequences activities to help your company achieve its business goals and provides the guide rails to make sure you stay on track. Creating an effective roadmap allows your company to clearly understand new potential initiatives in terms of their scope, size, priority, and, ultimately, impact to your customers. Once you have a common understanding of how your e-commerce and customer strategies relate, it will be easier to incorporate e-commerce into your organization’s roadmap. In this whitepaper you will learn:  How to develop guiding principles and structure when building an e-commerce roadmap The components of an e-commerce roadmap The timing and sequencing of an e-commerce roadmap

In the world of digital strategy, companies can easily get lost with the numerous options for improving e-commerce capabilities. 

Building your e-commerce roadmap

B2B companies see the tremendous potential of e-commerce, but they also need to be able to deliver the capabilities required to acquire, retain and grow customers. B2B customer expectations have increased dramatically due to rapid advances in the B2C world. As an attempt to extend the customer experience to online and mobile channels, organizations moving into the e-commerce space are thinking the investment in capabilities is all about the website or mobile app. However, organizations need to also consider the cross-functional and technical capabilities required to execute their strategy and enable the customer experience for e-commerce.  In this whitepaper you will learn: The holistic approach to aligning the cross-functional and technical capabilities required to execute an e-commerce strategy Where and how to target your B2B e-commerce investment to get the biggest impact and provide the experience customers expect How to balance your investments across the capabilities required to extend your customer experience in the e-commerce channel For more information on this topic, or to learn how Baker Tilly e-commerce specialists can help, contact our team.

B2B companies see the tremendous potential of e-commerce, but they also need to be able to deliver the capabilities required to acquire, retain and grow customers. Download this whitepaper for the cross-functional and technical capabilities required to execute a strategy and enable the customer experience for e-commerce. 

Building e-commerce capabilities to achieve success

Client background A global leader, producer and marketer of concentrated phosphate and potash - two of the primary nutrients required to help the world grow the food it needs. The client’s customer base includes wholesalers, retail dealers and individual growers in more than 40 countries. The business challenge The company was focused on innovation that further compliments its customer-centric culture. Their incident reporting/management practices were largely email-based and supported by a variety of disconnected, product-specific databases.   Content repositories for crop nutrition product knowledge, literature, thought leadership and guidance were outdated and hosted across multiple product websites, supported by individual third-party Internet Service Providers (ISPs). This created both a disjointed customer experience and an inefficient cost-to-serve model. The Baker Tilly approach A strategy to improve their brand personality and enhance the customer experience led the organization to an evaluation of its incident reporting/management and processes for sharing product knowledge, literature, crop nutrition thought leadership and guidance. In conjunction with a global deployment of Salesforce’s Sales Cloud and Marketing Cloud, Baker Tilly recommended: Consolidating its incident reporting/management practices to a global CRM deployment, deploying Salesforce’s Service Cloud Consolidating the disparate product websites to a single service/product knowledge portal, leveraging Salesforce.com’s Sites solution Integrating the process re-design and solution delivery for both the service incident management and product knowledge portals to Salesforce.com to six regions around the globe The business impact The comprehensive, customer-centric deployment of Salesforce.com allowed the client to achieve significant growth and cost savings resulting in a five-year Internal Rate of Return (IRR) greater than 100%. Improved visibility of account profile data across the organization enables all functional areas to identify how they can improve the customer experience, improve share of wallet through better customer service, and achieve “crop nutrition advisory” status with the customer base. The consolidation of incident reporting/management practices to a global CRM deployment has led to: Common processes and taxonomy for documenting and managing customer-reported incidents throughout the purchase and ownership lifecycle A 360-degree view of customer touchpoints, inclusive of service experience Leveraging Force.com Sites to consolidate the disparate product websites to a single service/product knowledge portal has resulted in: Improved website user experience via a one-stop-shop model, enabling speed and ease for their customers One website technology vendor and a more efficient and stable vendor management approach Streamlined data and customer relationship management practices Ability to capture and analyze individual customer web behavior and proactively improve the customer service Download the case study > **For more information on this topic, or to learn how Baker Tilly specialists can help, contact our team.**

Salesforce Service Cloud improves brand personality and customer experience for global leader, producer and marketer of concentrated phosphate and potash

Client background One of the nation’s leading wholesale distributors with over $5B in sales, 70+ distribution centers and six customer service centers servicing over 30,000 reseller customers. The business challenge The company’s reseller customers range from small shops to large nationals, each having different expectations of their customer service interactions. The company realized they needed to become more market-relevant, e-commerce savvy and customer-focused. Facing intense industry and technology pressures, the company began a strategic transformation effort to consolidate their disparate business units to a single, common operating platform to provide a consistent and better customer experience for their business-to-business (B2B) customers.  The Baker Tilly approach Baker Tilly supported the company’s transformation, helping to create a business-to-consumer (B2C) like experience for their B2B customers. Working closely with the company to facilitate the consolidation of their people, process and systems across disparate business units, Baker Tilly utilized a multi-step program to enable the transformation to a single, best-in-class customer service organization: Future State Definition – Collaboratively worked with the company to identify service gaps and design business processes that would result in a unified vision and a customer-centric point of view for customer interactions, with a focus on driving a B2C customer experience across multiple channels Program Roadmap – Developed a roadmap for program activities and investments in people, process and technology to support both internal service center needs and customer-facing technologies Change Management and Training Plan and Execution – Developed and implemented an in-depth training and communications program targeted towards internal associates and customers to ensure a solid transition. This program impacted nearly 700 associates over the course of 2 years Program and Project Management – Executed an approach that was nimble across project management resources, customized to the scale of the changes, and that which would work best for the organization Implementation Support and Value Realization – Helped the client adopt and transition to new processes, systems and customer support functions across six service centers that impacted hundreds of associates and thousands of customers, tracking customer feedback and other key business metrics Business impact The company successfully transformed their customer service operations to more effectively and efficiently meet their customers’ expectations. Utilization of a single set of business systems and processes not only simplified the internal management of a previously fragmented customer service organization, but also eliminated redundancies across their discrete business units.  The company has a consistent model in place for serving their customers. With automation and self-service capabilities to place and track orders, the company can confidently meet the expectations of its highly-sophisticated national customers, while being able to provide the personal touch some customers still require. Download the case study > **For more information on this topic, or to learn how Baker Tilly specialists can help, contact our team.**

Wholesale distributor successfully transforms customer service operations through a single set of business systems and processes

Customers expect resolution-based communications that are conducive to their schedule and most importantly, via their desired channel of communication.  They expect you to deliver what was promised and have the ability to deal well with their problems or questions when they arise. 

This requires call center/service center operational capabilities that are unified around a common view of all interactions and business with the customer, regardless of channel.

Baker Tilly helps companies evaluate and assess their call center and service center technology across the four dimensions of service.

Comprehensive service function evaluations and capability alignment

Service capability prioritization, initiative creation and ROI analysis

Service capability/technology activation and optimization across field and customer service silos.

By leveraging modern call center and service center technologies and implementing robust business processes integrated around the customer, your organization can achieve:

Stakeholder alignment across all pre and post sales functions

There are a lot of technology solutions out in the marketplace right now, but it can be hard to determine what are the right solutions for your organization.

Finding the right technology enablers for B2B marketers to better sell

Improve your organization’s call center and service center operational capabilities to effectively address your customers’ problems or questions when they arise. 

Helping owners and executives of construction companies enhance performance, improve profitability, reduce costs and build connections to grow their business.

Advisory, tax and assurance services for construction contractors, home builders, architectural and engineering firms as well as construction labor unions and trade associations.

With expertise in oil and gas, power and utilities and renewable energy, we provide a collective view with measurable results.  

Baker Tilly’s energy team, lead out of Texas, works with oil and gas, upstream, midstream, downstream, power and utilities, renewable energy

Energy practice: Baker Tilly’s industry expertise 

Helping family businesses achieve their full potential through growth strategies, succession planning and next generation leadership development.

The financial services industry continues to diversify, but competition and more complex vendor relationships make determining business strategy more complicated. 

Baker Tilly financial services practice leaders collaborate with a wide range of financial services companies to help move organizations toward the future they envision.

Baker Tilly helps government contractors address complex regulatory compliance, audit and other government oversight burdens.

Baker Tilly positions government contractors for success in the federal marketplace by helping them address complex regulatory compliance, audit, and other government oversight burdens. 

Government contractors: Baker Tilly’s industry expertise and solutions

We deliver innovative and sustainable results through our collaborative approach across the provider, health plan and life sciences spectrum. 

Baker Tilly’s healthcare and life sciences professionals can help you navigate the future of the complex healthcare industry. 

Higher education and research institutions ensure student and institutional success by balancing competing priorities and effectively aligning limited resources.

Higher education leaders are challenging the status quo, transforming their business models and addressing strategic and tactical concerns with the help of Baker Tilly.

In the face of intense competition, successful law firms must deliver quality legal services and practice effective business management. 

Your trusted business advisors helping law firms manage financial results and tax risks while reducing the burden of compliance.

Helping manufacturing and distribution companies reduce risk and improve efficiencies across their entire supply chain. 

We bring insight across the supply chain to improve efficiencies, reduce risk and offer solutions as market disruption continues.

Manufacturing and Distribution | Manufacturing Planning | Baker Tilly

We have a deep understanding of the issues not-for-profit organizations face, and the creativity and humanity required to thrive in your world.

With a deep understanding of the issues not-for-profit organizations face, and the creativity and humanity required to thrive in your world, Baker Tilly professionals bring you reliable solutions that deliver measurable value to your organization and those you serve.

Baker Tilly leverages deep industry knowledge and operational experience to offer private equity clients value from the fund level down through the entire portfolio. 

Deep experience with private equity firms, portfolio companies and investment firms means Baker Tilly can help with your tax, audit, reporting and regulatory compliance

Innovative solutions for developers, owners, investors and property managers. 

Baker Tilly’s public sector practice serves a wide variety of governmental entities on their accounting, assurance and advisory needs.

Is your sales team achieving its full potential? Baker Tilly can work with you to help design a sales process and set of enabling tools that are focused on increasing customer engagement while streamlining key processes to allow your sales force to focus on what they do best: sell. 

Baker Tilly can help enhance the effectiveness of your sales organization through the development of a holistic sales strategy and enablement roadmap.

Strategy, planning and execution to transform brands and deliver growth​

Marketers are challenged to use the wealth of B2B and B2C online data to understand their customers’ buying behavior and journey.

Create intentional, positive customer experiences that deliver market differentiation and premium pricing permission.

Answer the fundamental question of “where to play” and “how to win” as you evaluate new markets – either geographical or industry.

Evaluate opportunities for growth in target markets and assess your organization's capacity and capabilities through market research and alignment.

Become insights driven with data and analytics.

Analytics are being used to harness vast amounts of internal, external, structured and unstructured data to extract insight for more intelligent decision making.

Creating positive service experiences is the best way to build customer loyalty and create brand evangelists.

Baker Tilly helps companies evaluate and align their services organizations to meet service demands, improve service engagement and deliver excellent field and customer service.

Despite significant investments made in marketing technology, many organizations are not achieving the results they expected. 

Modern selling relies on technology that creates better buyer engagement and accelerates deal flow, not just record keeping. 

Modern selling relies on sales technology that improves buyer engagement, accelerates deal flow and enables the sales organization to work more effectively.

To achieve growth in today’s competitive, customer-driven marketplace, a more holistic focus on customer experiences and interactions is necessary.  That requires operational capabilities that are unified around a common view of the customer lifecycle.

In today’s customer-driven marketplace, a focus on customer experience and engagement is necessary. Cloud-based CRM solutions help organizations become more customer-centric.

Service Technology

Getting e-commerce strategy right

Building your e-commerce roadmap

Building e-commerce capabilities to achieve success

Salesforce Service Cloud improves brand personality and customer experience for global leader, producer and marketer of concentrated phosphate and potash

Wholesale distributor successfully transforms customer service operations through a single set of business systems and processes

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