The biggest difference between the B2C and B2B customer journey is that, in B2B, new customer acquisition assumes a long-term relationship with each account. Once a contract is in place, it’s much harder to switch vendors in B2B (though churn is always a risk).
B2C, on the other hand, has to win customers over again after every purchase in most verticals, which is why their customer engagement solutions focus primarily on marketing, rather than post-purchase service.
Because of this difference, the primary interaction that B2B buyers have with their vendors is regular purchasing through the online commerce site. The biggest opportunity to improve — or damage — their experience exists during those moments of purchase. This is where the convergence of portal, commerce and CMS becomes truly critical.
To understand this better, let’s take a closer look at the most important capabilities that CMS, portals, and digital commerce platforms contribute to the B2B customer journey.