Unlocking Success: 3 Key Takeaways on Building Effective Customer Portals

September 18, 2023

To dive into this topic, we gathered three panelists. Ben Jones, Vice President of Sales and Marketing at Spectrum Furniture; Jeff Radichel, President of the Next Step; and Richard Milliron, Program Manager for TE Connectivity, to discuss building effective customer portals.

In the ever-evolving landscape of B2B relationships and technical implementations, the role of dealer portals has become increasingly crucial. These digital gateways facilitate the exchange of vital information between businesses, empowering them to navigate the complexity of commerce with ease.

Our panelists each bring a unique perspective and experience to the table. Here are three key takeaways from the webinar.

Purpose-Driven Portals: Aligning Goals for Success

Before diving into the details of portal development, it’s essential to define your purpose clearly. As Ben Jones pointed out, understanding what you want to achieve with your portal is the first step. He shared his experience of transitioning from selling directly to education entities to working with resellers. During this shift, they realized the need for a portal to communicate specific information to their dealers efficiently.

Takeaway 1: Define Your Portal’s Purpose And Goals Clearly.

Whether you’re aiming to improve customer service, streamline processes, or enhance the user experience, a well-defined purpose will guide your portal development and set the stage for success.

The Power of Data: Enhancing Efficiency and Personalization

Data is the lifeblood of effective portals. Richard Milliron emphasized the importance of capturing and utilizing data to its full potential. He highlighted how data can drive product curation, bundle products, and even lead to joint advertising and promotional programs with dealers. In addition, Jeff Radichel stressed the value of data for journey mapping, personalization, and understanding user behavior.

Takeaway 2: Leverage Data To Enhance Efficiency And Personalize User Experiences.

By harnessing the power of data, your portal can provide customers with tailored product recommendations, streamline their purchasing journey, and ultimately lead to increased sales and customer satisfaction.

ROI Beyond Cost Reduction: Generating Value and Efficiency

When evaluating the ROI of a portal, it’s essential to look beyond cost reduction. Jeff Radichel challenged the conventional notion of ROI, suggesting that businesses should focus on value generation first. He argued that the value generated by a well-implemented portal can often surpass cost savings. Ben Jones added that ROI calculations should consider the time saved by internal teams due to portal-driven efficiencies.

Takeaway 3: Consider Both Value Generation And Cost Reduction In Your ROI Analysis.

ROI should not be solely about cutting costs but also about expanding value, improving customer retention, and maximizing the efficiency of your operations. As Richard Milliron pointed out, portals have become table stakes in today’s business landscape. To remain competitive and meet customer expectations, companies need to invest wisely in their portal strategies.

Building an effective portal is more than just a technological endeavor—it’s a strategic move that can transform your business. These key takeaways from our recent webinar highlight the importance of purpose, data utilization, and ROI considerations in the portal development process. To unlock the full potential of portals and gain a competitive edge, it’s crucial to align your goals, harness the power of data, and view ROI as a combination of value generation and cost reduction. The future of successful business operations lies in creating seamless, data-driven, and purposeful portals that cater to the evolving needs of customers and partners. To explore these concepts further and learn from our panel of experts, fill out the form to access the full webinar today.

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