3 Ways Artificial Intelligence Boosts B2B Online Sales

Keeping up with competitors is like being in a race – but B2B businesses who embrace artificial intelligence have a better chance of winning. Some of the most successful B2B brands use platforms capable of delivering a hybrid solution – one that bridges the gap between human knowledge and interactions and automated processes.

The fact is that, sometimes, the machine can do things better than people. In an environment where the user experience is everything, AI is playing an increasingly important role. That doesn’t mean machines are in charge, though. Here, ecommerce expert Dani Attard, of Comgem, explains why and outlines the top three ways artificial intelligence is making an impact on online sales.

Product management and content

Touchpoints in the customer journey are important. Dani says: “Having an ecommerce platform that organises products and data so that they offer buyers individual experiences that respond to their likely needs is crucial. Everyone talks about seamless customer experiences, but it is often very hard to deliver without the aid of AI. For example, being able to automatically manage products in online catalogues so that they are geared to the interests and buying habits of a customer could not be achieved without it.

“In addition to driving up sales, technology delivers a consistent approach to products – no matter the channel or location of the buyer. Omnichannel ecommerce is powerful because it takes content management, particularly in relation to products, to the next level. And it ensures the user experience really is seamless. It is especially important in B2B, where initial engagement is likely to be on a mobile device, but the sale made on a different channel.”

Class-leading customer service

The best customer service is leaning towards a mix of artificial intelligence and personal interaction. A hybrid approach to customer relationship management accepts that not all questions can be answered by a machine. Dani says: “It is generally accepted that there is less human interaction between brands and customers today than there was even two or three years ago. While it is widely acknowledged this trend will continue, the B2B brand can use the time saved to strengthen relationships with buyers and make personal interactions more valuable.

“The machine is on duty 24 hours a day, responding to every-day buyer needs. This is good for the customer experience, but it doesn’t mean there is no need for the personal touch. Complex questions will still require the input of a human – not just for specific answers but to aid customer retention. And, at the end of the day, who would want to trust the future of their business 100 per cent on technology?”

Buyer-centric automation

Automation isn’t just about reducing manual tasks, Dani points out. “Automating processes is as much about improving the customer experience as it is about saving time and money. It improves the customer journey by making it faster and more convenient. Nearly all B2B buyers find automated processes really easy to navigate and time saving.

“This is where artificial intelligence has made huge strides.”

Artificial intelligence and the future

The takeaways from this feature are that while AI is helping B2B brands meets their goals it is also greatly enhancing the customer experience. It is further delivering consistency on a scale that would be impossible without it.