The figures* are compelling:

• Two thirds of B2B buyers would rather make their purchases using digital channels.
• Over 70% expect personalized online experiences when they are looking to build long-term relationships with suppliers.
• Almost three quarters say that their standards for a good purchasing experience are greater than in the past.

From product recommendations to proactive service, B2B buyers expect online engagement that's unique to them. They're looking for connected interactions based on their buying history.

Why B2B customization is key

Half of B2B buyers say they have moved from a current supplier to some competitor simply because they provided a much better experience. Three quarters say it's easier than it has have you been to purchase elsewhere.
The B2B shopping process is rarely simple, therefore the more you can do to acknowledge each buyer's needs and accommodate them, the stronger your relationship will be. In contrast, if you fall behind, even your most loyal buyers may go elsewhere.

Learn from what you know

Even though integration of the major business systems having a Cloud-based platform like Cloudfy makes this incredibly easy before, 37% of customers say they feel less connected to suppliers than they did two years ago.
At the most basic level, you can use the information you have regarding your buyers' behavior to calculate their demands and provide proactive service. This can be a tailored reduction for any product they use frequently, strategies for related products, or a timely reminder their stock could be getting low.
This will help to make your buyers believe that you know them and understand their demands.

Build relationships

Your buyers will be prepared to share even more data with you for an improved purchasing experience. Understandably, however, they've concerns about how their data might be used.
To construct a powerful relationship you will have to have robust privacy policies and show that you are committed to protecting their data. Your buyers need to be certain that you'll use their information ethically and in their interests.
You can earn you customers' respect and trust when you are transparent about how their details are used and how it provides a better experience.

Customize your catalog

Product and price lists that are unique for every buyer, according to their known preferences, could make their buying journey so much easier.
You can secure access with login credentials, real-time information on prices, stock levels and deliveries and simple journeys straight to check-out where their details are already completed and their own terms and conditions apply.
You are able to help increase client conversion whenever your customers feel certain that they’re making informed decisions.

Effortless customer service

While many buyers start their journey online, they may wish to ask for advice or query product details with your sales or customer support teams. They have probably entered most of the details of their purchase already, and they won't want to have to describe everything again.
Ensuring all of the people in your team can see what your customer can see in real time means that they are able to give an instantaneous, helpful and relevant response. Then your buyer will probably be happy to go back to their desktop or a mobile phone to complete their transaction.

Omni-channel

Smartphones and tablets are increasingly popular tools for B2B buyers. Whichever route your buyers use to access your product information, they ought to get the same high standard of user experience and quality of data, tailored to their needs. Using a B2B ecommerce platform like Cloudfy will help you to deliver this quality of experience anytime, anywhere.
Request a free demonstration to discover how Cloudfy delivers customized B2B customer experiences.

*Salesforce Research 'State from the connected customer' 2022