Three B2B Customer Experience Technology Trends Dominating in 2023
Those of you following this article series closely will have read our previous piece on how the B2B buying and selling space is evolving to have more in common with B2C ecommerce than with traditional methods of supply.
However, what we didn’t touch on in in that article is how a slew of technological solutions are helping B2B organizations better connect with these audiences and provide them with those experiences in a manner which meets them where they are and leverages the technology they already possess – i.e., doesn’t require significant investment from the buying side to leverage its benefits.
Read on then dear subscriber as we present some of the top B2B ecommerce experience technology trends which will continue to dominate the industry as we make our way through the first quarter of 2023 and beyond.
Digital Support Channels
The technology behind ChatGPT is taking AI powered chatbots into a new generation of human imitating sophistication. And, while the technology’s accuracy is far from perfect – especially when asked to perform creative tasks based on sourcing factual information – it is putting digital support channels back into the B2B conversation.
Customers today want to be able to get their queries and support issues resolved quickly and with as little interruption to their day as possible. B2B sellers looking to succeed in this environment need to provide their customers with as many ways of getting in touch as possible. 67% of customers regularly use three or more channels to engage with a single company.
We are increasingly seeing people turn to services such as live chat for customer services and it is not only more convenient than having to make a phone call, but can also be carried out in the background while they get on with other tasks.
Mobile Apps
According to McKinsey, B2B mobile app ordering has increased 250% since before the global COVID-19 crisis and this trend does not seem to be reversing now the worst days of the pandemic are behind us.
With BYOD policies now rife among B2B buyers, having your bespoke app on their personal device can give your business a significant advantage when it comes to marketing directly to the pockets of the people who most need to see your ads and removing barriers between them seeing such marketing and making a purchase.
If your B2B selling business doesn’t have a proprietary smartphone app yet, 2023 should be the year you seriously consider investing in one. Not only will it streamline the buying experience for your customers, but features such as push notifications can help inspire more engagement than would otherwise be possible.
Augmented reality and 3D Modelling
With B2B buying and selling increasingly taking place in digital spaces, there is a sympathetic increase in the need for technology which allows products to be displayed and viewed beyond simple 2D photographs.
This is where we are seeing augmented reality technology and 3D modelling increasingly used in the B2B buying process to allow customers to experience potential purchases in a manner which allows for a greater sense of detail than with traditional methods. These technologies can allow customers to superimpose products into existing spaces and rotate and manipulate them for a much truer sensation of their real dimensions.
"This is an especially powerful trend to jump on as brands continue to find it difficult to provide samples amid supply-chain issues,” says Outside.com. "Reps and retailers can use AR technology to interact with a product and get as close to the real thing as possible. Inside of your B2B, augmented reality and digital 3D models can enhance your showroom and buying experiences, creating new ways to merchandise directly on store shelves and improving education for retailers.”
With the future of B2B business being an online endeavor, these technologies can blend the best of in-person shopping with ecommerce for all the advantages of both.
Final Thoughts
There you have three of the hottest B2B technology trends which will be dominating the business in 2023. Of course, there are also technologies which allow for the gathering and analysis of big data and create personalized experiences for your customers, but we wanted to step a little further outside of the box with this one.
Brands which want to leverage the very best advantages from B2B buying and selling in 2023 would do well to consider investing in some or all of the above technologies. B2B buyers are increasingly drawn to sellers which can offer these kinds of features and experiences.
B2B experiential technology is sure to be a hot topic at B2B Online Chicago 2023, being held in May at the Marriott Chicago Downtown, IL.
Download the agenda today for more information and insights.