When it comes interacting with e-commerce businesses, a lot of the interaction from a more traditional credit department involves reaching out and responding to a buyer of the client, particularly as these newer firms move to automated accounts payable systems.
A buyer might be the quickest way to interact with a human customer when problems arise, say, with payment charge backs or deductions. And according to a recent article in Chief/Marketer, these business-to-business (B2B) buyers expect a vendor to know a lot about them from the beginning. Chief/Marketer cites a study by the marketing publication The Drum that shows 90% of B2B and consumer audiences in a survey said brand experiences that deliver stronger personal interactions are more compelling.
Further, B2B buyers are getting younger and more digitally savvy—the 18- to 34-year-old demographic of B2B buyer grew 70% from 2012 to 2014, the publication said. These buyers expect more of a digitally friendly experience with their vendors, from searching out questions about your firm and its workings online, to being able to interact with your website on mobile devices.
– Nicholas Stern, managing editor