B2B and B2C businesses may differ in their types of customers, transactions and strategies, but some things are synonymous across both segments. Both need the flexibility to innovate. Both must evolve as the market changes. Most of all, no matter what type of customer, both must provide compelling user experiences.
Today, the user experience is under some scrutiny, as customers realize that they don’t have to settle for products or services that aren’t ideal. If you can’t find what you are looking for, there are thousands of other providers that have what you need, or you just go straight to Amazon and call it a day. This holds true for the everyday consumer to the business customer. Both want a service or product that will make their lives easier, but it must be customized, do exactly what they want and be delivered quickly.
Digital service providers, in particular, are in an industry with a unique position to cater to both consumer and enterprise customers through customer-first, digital experiences. Real-time capabilities, online self-care and customization are important to the corporate manager, the college student and the stay-at-home mom, even if they use these features in different ways. So, how exactly are these types of customers the same when it comes to being digital-first? How are they different? And, can one digital platform successfully cover all their needs?
What Do Consumers Want?
Consumers today want personalized features, control and value. For digital services, the one-size-fits-all plans that once dominated the marketplace have gone by the wayside as more and more users become digitally-savvy. In this competitive landscape, digital service providers are designing plans to grab the attention of the consumer and entice existing customers to stay. Delivering offerings such as pick-and-choose plans, instant top-ups, microservices, data pooling, gifting and rewards are just some of the ways providers are offering these modern, digital experiences.
What Do Enterprises Want?
Businesses also want services, digital or otherwise, that are not only simple for the user but will improve the bottom line. The features they need usually consist of streamlining business procedures, managing teams and growing revenue. Having more control over real-time spend, more management of departments, eliminating labor-intensive functions, quickly addressing customer complaints and reducing human error are just some of the digital features that can benefit enterprises.
More in Common Than You Think
Consumers and enterprises have much in common. They both want real-time capabilities, online self-care, more control and simplicity. Furthermore, for both consumers and businesses, IoT connectivity and 5G are presenting new and innovative opportunities that will further bridge the gap between their needs. It is becoming more and more an always-connected, always-on world. Users are just people, after all, and whether they are at home or work, they want the same digital experience.
Can One Platform Deliver for B2C and B2B?
No matter what the scope, size, intricacy, speed or value of services may be, it is imperative that the right technology is in place to deliver these digital experiences. But, can one system perform what is needed for both enterprise and consumer?
The answer is yes, and the fastest route to deliver these sought-after experiences is with a new digital BSS stack. Older existing infrastructure was built for the pre-5G age, before customers expected on-demand gratification. Unlike piecing together components, a new BSS digital stack removes the barriers between the customer engagement layer, the commerce layer and the network. As a result, operators are able to offer modern digital experiences in a short time-frame and a low cost, important factors for both consumer and enterprise.
A Success for Enterprise and Consumer
For example, Vodafone New Zealand created a new digital experience for both consumers and their enterprise customers by utilizing the same platform. Vodafone has over 2.4 million customers across consumer, enterprise and government segments, providing mobile, broadband, fixed line and TV services. The company is known as being first to market with LTE and HD Voice service and providing some of the fastest network speeds found anywhere in the world.
While the company had to meet some of the unique needs for both types of customers, they aimed to provide real-time management, transparency and control overall. Vodafone leadership was aware that delivering this was realistically not going to happen on legacy IT systems, and that they needed re-tool with digital-grade technology. They chose MATRIXX Digital Commerce, which resulted in gaining new customers in both the enterprise and consumer segments, reducing deployments times for services and new plans and being first to market with enterprise data sharing.
Unlocking New Opportunities for Every Customer
Consumers and enterprises are not so different after all. Whether it is consumer asset swapping or employee payroll adjustments, they both want, and expect, the same thing — an excellent digital experience from their providers. Placing a proven, scalable, digital infrastructure at the heart of your digital transformation is the way to deliver.