Creating B2C experiences in a B2B world

How to implement live chat on an SAP B2B eCommerce site

All B2B customers are also B2C consumers. They expect an experience like Amazon delivers.  The bar has been raised…and B2B companies must deliver.

For several years now, our client Drive Medical has had a very B2C-like eCommerce site for its business-to-business customers.  The site was built on the Magento eCommerce platform and features real-time SAP integration (thanks to Drive’s partnership with Corevist!)

So, when Drive Medical asked us to help integrate the same type of live chat that customers are used to seeing on B2C sites, we were more than happy to help. (See our CEO’s blog post for our enthusiastic embrace of this kind of consumerization of B2B sites.)

Here’s what we did….

The value of live chat in a B2B world

Customers who chat are 3x more likely to buy.

Can live chat be as powerful on a B2B site as it is on a B2C site?  You bet.  Any feature that enhances the customer experience and helps them make informed buying decisions is good a tool to have.

In fact, when it comes to creating a B2C experience for B2B customers, our friend and client Dustin Holmstrom at tng worldwide put it best when he said, “…our customers are not purchasing agents, that means our site should feel more like Amazon than SAP.”

Live chat is definitely part of the spectrum of B2C-like experiences that people have come to expect from all websites.  And, in this case, what’s good for the customer is also good for the B2B merchant.  Why? Because:

How we helped Drive Medical implement live chat

Our role in this was actually quite simple.  We helped connect Drive’s site to the third-party vendor of their choice, Live Chat, Inc.

It was a quick update and took us less than a day to implement.  So, this is not a story about how smart we are or how hard we worked to make this happen.  It’s a story about our philosophy.  We don’t ever want to be the bottleneck.   And we’re vendor agnostic.

So, when Drive Medical, or any other client, makes a business decision to extend and leverage their investment in their SAP-integrated eCommerce website, we want to help make that happen as quickly as possible.

Our integration of live chat into Drive’s website is just one example of our rapid response, vendor agnostic approach.   For another example, read the story of how we helped tng worldwide reduce shipping errors by integrating with SmartyStreets address validation services.

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