Customer portal. After Sales. Extranet. Let's call it Self-Service.

Megatrend: Digital Self-Service

The trend toward digital self-service in the B2B sector reflects a profound shift in customer expectations that coincides with increasing cost pressures in sales. The following phenomena can be observed:

• Traditional sales models are reaching their limits: 80% of B2B decision makers prefer remote interactions or digital self-service (McKinsey, 2022)

• Customer demand for empowerment and efficiency: 59% of B2B decision-makers do not want to speak to a salesperson on first contact (Lünendonk, 2020).

• Demographic change: 55% of B2B decision makers are under the age of 40, a generation that has grown up with digital tools and has high expectations for the customer experience.

• High sales cost pressures: Companies must increasingly rely on more efficient, digital solutions to remain competitive.

A B2B customer portal provides a central platform that makes the entire after-sales process efficient and user-friendly. The integration of various functions such as quote, order and document management optimizes the customer relationship. Three key use cases illustrate the added value of such a portal:

1. Order management: Customers can view and manage their orders in real time. This creates transparency and reduces the need for follow-up questions, since all information is available at all times.

2. Complaints: A structured complaint management system allows problems to be resolved quickly and easily. This builds customer trust and satisfaction.

3. Reordering: Automated processes simplify reordering, saving time and increasing efficiency.

As a strategic partner, we offer comprehensive support in the consulting and implementation of customized customer portals based on leading platforms such as the Salesforce Experience Cloud or Spryker CommerceOS. Especially in the B2B sector, where requirements such as account management, rights and role concepts, and complex buyer journeys play a central role, we ensure real added value with our B2B expertise and end-to-end offering. Three of our key services are

• Service Consulting: In-depth analysis and customized strategies that address a B2B company's specific service needs, including account management and rights and roles.

• Platform Development: Technical implementation of developed concepts into powerful, scalable solutions that address complex B2B buyer journeys.

• System Integration: Seamlessly connecting all existing systems to ensure smooth and efficient use of the new platform and optimize the entire B2B

We understand the complexities and requirements associated with implementing a B2B customer portal. As an end-to-end partner, we guide our customers through the entire process - from strategy development to final rollout. Our goal is to deliver solutions that not only perform technically, but also maximize business impact. Here are three highlights of our end-to-end support

1. Strategy & Roadmap: We work with you to develop a clear strategy and roadmap that accurately reflects the project scope and timeline to ensure all goals are met.

2. System and Cloud Evaluation: We help you select the right platform and evaluate system and cloud options to create the optimal foundation for your customer portal.

3. Implementation & Rollout: Our experts implement the solution and perform a comprehensive rollout, including training your team to ensure seamless integration with your existing processes.

Our toolkit includes powerful platforms like Spryker and the Salesforce Experience Cloud that enable us to build highly customized and scalable B2B customer portals.

Spryker: With Spryker, we offer a flexible commerce solution that is ideal for companies with complex, modular e-commerce requirements. This platform enables the implementation of specific requirements such as multi-channel commerce and customized customer portals.

Salesforce Experience Cloud: The Salesforce Experience Cloud seamlessly integrates with existing Salesforce ecosystems. It is ideal for companies that want to streamline customer interactions and create a consistent user experience. With the Salesforce Experience Cloud, we create personalized experiences and increase efficiency through automation.

Seamless customer experience is the state of the art today and is critical to retaining customers and delivering a consistent experience across all touchpoints. Composable commerce and headless approaches play a central role by offering the flexibility to integrate different systems and services in a modular way, decoupling the front end from the back end.

The best practice for a seamless customer experience today is to make all services and information accessible through a single platform. Thanks to a headless front end, customers can access a wide range of functions without leaving the platform. In the backend, specialized business applications work together seamlessly to ensure a consistent user experience.

The holy grail of this evolution will be achieved when websites and applications completely merge, and public and private spheres flow seamlessly together. In this way, companies can offer customers a tailored experience that is personalized according to the user data collected.

Efficient processes are crucial in the IT system landscape, but the requirements are complex and growing. With the help of system integration, different environments - such as ERP, CRM, PIM, payment and many other applications - can be connected and successfully managed.

System Integration Expertise: System integration enables seamless data exchange. For example, orders are automatically processed and inventory levels are synchronized. Our system integration toolbox includes powerful tools like Mulesoft, Lobster, Azure Data Factory and Talend.

API development expertise: Off-the-shelf solutions are often insufficient to meet complex business needs. That is why we develop custom software solutions that are tailored to your exact needs. Our expertise in API development and management allows us to build powerful interfaces using REST or GraphQL, among others. These solutions ensure seamless integration with your systems and data sources.

Meusburger, a leading manufacturer of high-precision standard parts, is committed to providing its customers with a seamless and personalized digital experience. Using composable commerce and headless approaches, a central platform was created to unify and seamlessly integrate all digital services. The result is a platform that delivers a unique, personalized experience. Three project highlights include

• Central Platform Integration: By merging the website and applications, Meusburger enables its users to access all information and services through one platform. This reduces complexity and provides a consistent user experience.

• Customized user experience: Seamless integration of public and private areas based on user permissions allows customers to receive customized services such as parts lists, watch lists, quotes, and more.

• Consolidated functionality in a single interface: Customers now have access to everything - from the website to the tool requirements shop to digital services and configurators - in a single, easy-to-use interface.

Pfeifer, a leading company in the wood industry, has optimized its digital services to create a platform that meets the specific needs of the industry. The result is a central platform that not only simplifies the ordering process, but also supports logistics and document management. Three highlights of the project include

• Order management: Pfeifer implemented an advanced order management system that allows customers to easily manage and track orders.

• Logistics functionalities: Advanced logistics capabilities allow customers to track the status of their shipments in real time and optimize loading schedules. This optimizes the supply chain, reduces process costs, and ensures on-time delivery.

• Document Management: An integrated document management system allows customers to manage all relevant documents - from order confirmations to invoices and delivery documents - in one place.

The OMR Masterclass 2023 on B2B E-Commerce followed companies at a crucial turning point: increasing customer demands for digital services and platforms require comprehensive digitalization. In addition, a shortage of skilled workers and increasing cost pressure make the automation of sales processes unavoidable. In short, B2B commerce is and will remain one of the "hot topics" in many companies!

Florian Wassel presented 10 use cases - from enterprise marketplaces to customer portals and order management - to show how B2B champions can adapt their complex data models and specialized business models to the digital, agile world. Topics such as service design, operating models, technology and change management were also discussed.