Chris Fisher, Vice President of Operations in EMEA at of ECI Software Solutions, explains how empowering customers can help merchants to expand their business.
Understanding and meeting customer needs is not just a professional obligation — it’s the foundation of success in the timber and building materials industry. Merchants who prioritise the customer experience can build trust and long-lasting relationships, driving growth for themselves and their customers.
This is particularly crucial for independent merchants in competitive markets, where customer loyalty can be the difference between sustainable growth and stagnation.
“One common misconception is that introducing online purchasing and payment options could weaken authentic connections with customers. The reality is that technology can enhance — rather than replace — personal customer service.”
Make interactions more meaningful
One common misconception is that introducing online purchasing and payment options could weaken authentic connections with customers. The reality is that technology, including AI and ecommerce solutions, can enhance — rather than replace — personal customer service.
There are three ways merchants can effectively integrate technology into their customer experience strategy:
1. Make a Good First Impression: Ecommerce isn’t just about making a sale online; it’s about providing a research platform for existing and new customers to find business and identify a competitive advantage. B2B or commercial buyers tend to prefer researching inventory and availability online before making a purchase in-branch (or over the phone).
At the very least, having an ecommerce site that lists product catalogues (and potentially the brands you carry) helps a customer determine if they want to pick up the phone or pop in branch to start a quote.
**Tip**: For merchants who don’t wish to upload their entire inventory at once, starting small and scaling gradually is a perfectly viable solution and has proven ROI.
2. Complement Traditional Sales with Digital Tools: Technology complements and improves the customer experience. Create a compelling experience with online account dashboards that provide real-time inventory data, pricing, order tracking and payment options.
This enables customers to self-serve on tasks that might be more time-consuming, enabling sales teams to offer faster, more informed service when it counts.
**Tip**: Train your sales team to leverage these tools during customer interactions. For example, after a customer builds a quote online, your sales staff can research other upsell products and make a very strategic call to the customer with a meaningful sales pitch.
3. Streamline Processes to Save Time and Reduce Errors: Implement integrated systems that connect inventory management, purchasing and quoting functionalities. This reduces the time and paperwork associated with traditional methods, enabling teams to focus on higher-value activities, such as offering personalised recommendations or exploring cost-saving alternatives for customers.
**Tip**: Use ecommerce platforms to help customers generate initial quotes and place orders online with real-time visibility into stock levels and delivery schedules. Ensure these platforms are user-friendly and accessible from any device.
For instance, you can provide a step-by-step guide on how to place an order or how to track the delivery status on your ecommerce platform.
Make each customer a hero
The goal of integrating technology with personal service is to help customers provide the best service to their own clients. And if you make them the hero, they will be inclined to stay loyal to you. Here are two ways to achieve that:
1. Empower Customers with Information: Give customers the tools to make informed decisions quickly, from anywhere. Whether it’s a tradesperson needing a detailed quote on the spot or a project manager checking delivery schedules, your digital platform should provide instant access to critical information.
**Tip**: Offer account management access for your customers to utilise quoting tools or price comparisons directly within your ecommerce platform.
2. Build Long-Term Loyalty Through Exceptional Service: Use the efficiencies gained through technology to invest more time in building and maintaining meaningful customer relationships. Specific follow-ups for personalised recommendations, and consistent communication will reinforce your commitment to their success.
**Tip**: Develop a customer loyalty programme that rewards repeat business and referrals. Use data from your integrated software systems to tailor offers and incentives that align with each customer’s needs and purchasing patterns.
By strategically using technology to enhance customer interactions, building material suppliers can ensure that their customers remember them and return for repeat business. This approach transforms customers into heroes in their own right, driving success for both the customer and the merchant in an increasingly digital world.
To succeed, merchants must balance leveraging technology and maintaining the personalised service that customers value most. This reassures customers that, despite the digital advancements, personal touch remains a priority.
ECI Software Solutions is a global provider of cloud-based business management & ecommerce software and services. Click here for more information.
The images are from ECI customer Branch Bros. Click here to find out more about the partnership between the merchant and the software specialist.
