3 Ways to Deliver an Exceptional Experience to Online Buyers

  • April 29, 2021

Businesses are demanding more from the online purchasing experience. B2B companies that can provide more engaging, streamlined interactions can achieve significant results, as detailed in an e-book from Vertex and Salesforce.

According to Accenture research cited in the e-book, 96% of B2B selling leaders increased profitability, and 97% increased market share, by offering services infused with technical understanding and empathy for buyers’ needs.

The e-book looks at some tools that enable sellers to deliver an exceptional customer experience, whether the buyer is an individual or a corporation. These solutions include:

  1. E-Commerce tools: A well-designed platform can support both B2C and B2B business models, with features such as fast reorders, contract pricing and custom catalogs on the B2B side. Many offer industry-specific modules and an ecosystem of partner apps for customization. They can provide personalization of B2B purchases, for example by displaying negotiated, account-specific pricing and terms.
  2. Tax calculation and exemption management solutions: An effective tax technology solution should provide rates and rules as needed across thousands of jurisdictions to ensure tax compliance regardless of the complexity of the transaction. Key features to look for include 24/7 self-service access; tax compliance and audit help; and consulting, implementation and managed services support. Pre-integration with a broad range of ERP, e-commerce and financial tools is an important functionality.
  3. Change enablement solutions: Highly effective sellers don’t just enable their customers to simplify the purchasing decision – they proactively help them improve their internal purchasing processes. This may involve, for example, providing customers with a vision for change, outlining key challenges, and helping them prioritize actions.

The B2B customer experience may continue to lag behind B2C for a while, but deploying these types of approaches can quickly bridge the performance gap.

Please remember that the Tax Matters provides information for educational purposes, not specific tax or legal advice. Always consult a qualified tax or legal advisor before taking any action based on this information. The views and opinions expressed in Tax Matters are those of the authors and do not necessarily reflect the official policy, position, or opinion of Vertex Inc.

Blog Author

Erin Kissling

Erin Kissling

Partner Manager, Technology Partnerships

See All Resources by Erin

Erin Kissling is a Partner Manager for technology partnerships at Vertex, responsible for leading the global partnership with Salesforce to drive new business, product and channel opportunities. Prior to this position, Erin served as a Partner Marketing Manager, supporting several e-commerce relationships including Magento, BigCommerce and Salesforce, as well as system integrators. She received her undergraduate degree from Kutztown University and is currently pursuing her MBA at Villanova School of Business.

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