Customer Portals

Our work with customer portals and the digitalization of commercial interactions is always based on clear digital communication and, where relevant, the execution of key business processes. This requires a deep understanding of your organization, your customers, and the processes between you, as well as how these translate into real business value.

Sales Portals for B2B, B2C, and B2B2C

It is also essential for us to ensure seamless integration with your existing system landscape. This often involves introducing technology platforms that complement and extend your digital commerce capabilities.

We most often see customer portals used in B2B organizations, but B2C companies with long-term, recurring customer relationships can also benefit from them.

In recent years, there has been growing interest in so-called B2B2C models, where businesses want to sell directly to customers while also gaining insight into the end consumers, even when their direct customers are retailers or distributors.

Customer Portals for Upselling

For strong brands in particular, there is significant value in enriching the sales chain. Not only do resellers hold information about end customers, but manufacturers and brands can also gain insight through brand stores, brand sites, direct-to-consumer sales, and other digital brand touchpoints such as social media.

By creating transparency around customer segmentation, trends, and preferences across geographic and other segments, manufacturers can strengthen brand satisfaction among resellers. This, in turn, leads to higher conversion rates in real sales situations where guidance and advisory play a key role.

When implementing customer portals, we often see solutions built on platforms such as DynamicWeb, Salesforce, and Sitecore. Customer ERP systems are also frequently tightly integrated with the portal, ensuring the digitalization of business collaboration is as efficient as possible.

As an added benefit of this digital transformation, customer portals provide a consistent approach to managing all types of content and materials. This is why we often integrate PIM or DAM systems as well. There is also a strong focus on capturing digital signals, enabling sales consultants and the digital customer portal to work together.

This becomes possible when sales consultants have insight into customer behavior within the portal, both as lead-generating activity and as sales support in cases such as abandoned transactions, use of advisory tools, and product configurators.

Here, deep integration with the customer’s CRM system is essential, giving sales teams the information they need directly in their daily tools.