Technology helps chemical industry shift from product- to customer-focus…
30 May 2012, Marbella, Spain --- workers checking water quality --- Image by © Chris Sattlberger/Blend Images/Corbis

Technology helps chemical industry shift from product- to customer-focus…

Knowde Take:

The shift to being a customer-focused company can never be complete without understanding where buyers are in the marketplace. Some companies are still trying to make that shift to customer focus without having a “now” strategy for giving buyers the online experience that they want. One of the key take-aways from this article: “It should be just as easy for a customer to download a safety datasheet as it is to contact a company representative about an exceptionally technical question.”

…But is this really what customers want?

By deploying effective cross-selling and upselling techniques as part of an effective B2B ecommerce site strategy, companies can earn a bigger share of their customers’ spending, author Brian Beck writes in an excerpt of his book, “Billion Dollar B2B Ecommerce.” One of his findings: Increased share of a customer’s wallet is the most obvious and immediate ROI driver to successful implementation of B2B Ecommerce. By applying B2C Ecommerce best practices, B2B businesses can increase the lifetime value of existing customers by increasing each customer’s overall spend. This may seem surprising, given the fact that many B2B organizations have a dedicated sales force that is incentivized to drive more sales from their current accounts. However, a successful Ecommerce implementation can effectively expand wallet share in unexpected ways, particularly by optimizing the online shopping process for commonly re-ordered goods and making the buyer’s job easier in the process.

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