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Customer Adoption Masterclass: Access
1.
Session 2: Access February
18, 2021 The Three ‘s of Customer Adoption
2.
Olivier Courtecuisse Manager, Business Consulting Your Team
Today Kevin Kazenmayer Head of Customer Acquisition in Customer Success Brady Behrman CEO, Co-Founder PunchOut2Go
3.
©2021 Mirakl Agenda • Review
the “3 As of Customer Adoption”? • Why is “Customer Access” important for the success and growth of your marketplace? • How do you support “Customer Access”?
4.
©2021 Mirakl Agenda • Review
the “3 A’s of Customer Adoption”? • Why is “Customer Access” important for the success and growth of your marketplace? • How do you support “Customer Access”?
5.
©2021 Mirakl Review: The
3 pillars to foster adoption • B2B buyer understanding • Sales team alignment • Targeted marketing and promotion • Easy customer registration • Site access • E-procurement channel integration • B2B-specific functionalities • Compliance with buyer procurement needs • Right platform model and invoicing capabilities The Three ‘s of Customer Adoption wareness ccess uthorization
6.
©2021 Mirakl Agenda • Review
the “3 As of Customer Adoption”? • Why is “Customer Access” important for the success and growth of your marketplace? • How do you support “Customer Access”?
7.
©2021 Mirakl 89% of
purchasing managers are spending the same amount, or more, on B2B marketplaces as a result of COVID-19 73% of Millennials are now involved in B2B purchasing decisions. -Forrester 44% of millennials prefer no sales rep interaction in a B2B purchase setting. - Gartner 61% of all B2B transactions now start online. -Accenture 80% of B2B buyers are using mobile at work, and more than 60% report that mobile has played a significant role in a recent purchase. Buyers Access behaviors are shifting to Online, Mobile and eProcurement
8.
©2021 Mirakl Top Order
Access Channels B2B Buyer’s Preferred Sales Channel eCommerce Storefront 46% Sales Representatives 41% Physical Locations 32% eProcurement Catalogs EDI/cXML 27% Online Marketplace 26% 80% of B2B sales interactions between suppliers and buyers will occur in digital channels - Gartner 69% of B2B Buyers want omnichannel and multichannel services *Sana Commerce
9.
©2021 Mirakl Agenda • Review
the “3 As of Customer Adoption”? • Why is “Customer Access” important for the success and growth of your marketplace? • How do you support “Customer Access”? - Site access across all channels - E-procurement channel integration - B2B-specific functionalities
10.
©2021 Mirakl Revisiting Buyer
Personas & Ordering Channels Define procurement strategy Negotiate agreements & onboard vendors Procurement of essential products/services Manage maintenance contracts Order products based on needs & specifications of technical team Order urgent spare parts & services or relay request to tactical buyer Procurement Officer Operations Manager Tactical Buyer Field Buyer Each Persona may need to access your Marketplace via different channels Desktop Mobile eProcurement Punchout Some may still be rooted in traditional offline methods Phone Email Catalog Best practice Be flexible in offering your Marketplace via as many channels as possible Desktop Mobile/App eProcurement Punchout
11.
©2021 Mirakl Agenda • What
are the “3 As of Customer Adoption”? • Why is “Customer Awareness” crucial for the success of your marketplace? • How do you enable “Customer Access”? - Site/Product access - E-procurement channel integration - B2B-specific functionalities v
12.
©2021 Mirakl Fastest growing
ordering channel in B2B is eProcurement *B2B Commerce World B2B Customers are automating procurement to speed up the procure-to-pay cycle Operators are expected to be able to support Spend Management, eProcurement & ERP system integration
13.
©2021 Mirakl Introducing PunchOut2Go...
14.
©2021 Mirakl Understanding eProcurement eProcurement
is a key component of B2B eCommerce eProcurement improves both customer/supplier relationships and strengthens business processes
15.
©2021 Mirakl A B2B
web-based catalog that allows suppliers to directly connect to their buyers’ e-procurement system in order to display the correct product offering and contracted pricing. . Buyer logs into internal procurement application Selects Operator’s logo and “punches out” to Operator’s eCommerce Marketplace Shops, add 3P items to cart, transfer cart back to procurement system Purchase Order Requisition is created and sent to procurement system for approval Buyer is authenticated into to view product offering and pricing 1 2 3 4 5 Integrating your Marketplace Catalogue into The PunchOut Process Access starts with Punchout
16.
©2021 Mirakl Making it
easy to connect and do business with your Customers End to End B2B Automation PunchOut2Go Gateway Punchout2Go Commerce Connections
17.
©2021 Mirakl Marketplace Platform Suppliers Products &
Offers Punchout2Go solutions for Mirakl Operators Customer Procurement Systems Operator’s Commerce Systems
18.
©2021 Mirakl The Benefits
of Punchout Investing in doing business through eProcurement = WIN for your Customer AND your Business Your Customers Your Business ❖ Enhance shopping experience ❖ Streamline order process ❖ Reduce cycle times ❖ Lower procurement costs ❖ Increase order accuracy ❖ Expand sales reach ❖ Product and pricing availability ❖ Customer “stickiness” ❖ Increase customer satisfaction
19.
©2021 Mirakl Punchout equipped
B2B Order Channel Best practice on enabling punchout Leverage a partner over building integration from scratch - Successful POC with PunchOut2Go Include 1P & 3P items in your punchout catalog Include UNSPSC/Commodity Code in Product data Enabling your Marketplace for punchout and accepting Purchase Orders electronically is key to maintain effective Customer relationships Automating the process reduces time and resources
20.
©2021 Mirakl Agenda • What
are the “3 As of Customer Adoption”? • Why is “Customer Awareness” crucial for the success of your marketplace? • How do you enable “Customer Access”? - Site/Product access - E-procurement channel integration - B2B-specific functionality v
21.
©2021 Mirakl Key features
relevant to the B2B buyer Best practice on B2B Functionality Benchmark against top B2B eCommerce offerings across all industries and identify gaps for backlog Know your B2B Buyers/Personas and prioritize the must-have B2B functionality based on their needs Provide a Personalized, more relevant B2B experience There are many B2B features that allow for a seamless shopping experience Gartner has predicted that B2B companies with e-commerce personalization will outsell by 30%, competitors that are not providing a personalized experience.
22.
©2021 Mirakl Recap on
the ”3 As of Customer Adoption” – Upcoming Masterclasses • 3 February | 4pm CET / 10am EST • 18 February | 4pm CET / 10am EST • 11 March | 4pm CET / 10am EST The Three ‘s of Customer Adoption wareness ccess uthorization
23.
Thank you