Maufacturig White Paper Adoptig e-commerce: A Overview for Idustrial Maufacturers
About the Authors Avai Vadodaria Assistat Cosultat Avai has over ie years of experiece i fuctioal ad techical developmet of supply chai eterprise-based applicatios, ad customer experiece (CX) projects i the automotive ad idustrial sectors. She is curretly focused o specializatio i commerce, persoalizatio, merchadisig, itegratio with ivetory, ad order maagemet. Avai also brigs hads-o kowledge of Oracle Commerce withi the maufacturig idustry solutios uit of Tata Cosultacy Services (TCS). Saurabh Aggarwal Associate Cosultat Saurabh has over 11 years of cosultig ad implemetatio experiece i CX ad customer relatioship maagemet (CRM) across idustry verticals, icludig the automotive ad idustrial maufacturig sectors. e has worked o Oracle Siebel, CRM o Demad, Oracle Commerce ad Eterprise Itegratio Implemetatios with focus o Collaborated Sales ad Marketig, Itegrated Cotact Ceter ad ed-to-ed service fuctios. Rahul Siha Cosultat Rahul has over 16 years of experiece, reflectig a strog techical ad fuctioal kowledge of CRM packages, icludig cloud framework, spaig maufacturig, automotive, retail, logistics, fiace, commuicatios, bakig, ad isurace domais. Curretly he is egaged i the itegratio of e-commerce ad Iteret-of-Thigs (IoT) platforms with CRM fuctios i the Iovatio ad Trasformatio Group (ITG) of TCS' maufacturig uit.
Abstract Idustrial maufacturig compaies (IMCs) are aimig to trasform their busiess-tobusiess (B2B) e-commerce models. Movig away from the traditioal reliace o distributors ad sales represetatives, they are adoptig semi-moder e-commerce platforms while seekig to covert the etire system ito a more robust, advaced package. To eable this trasformatio, compaies are focusig o streamliig complex product cofiguratios, pricig budles ad supply chai iefficiecies. owever, their efforts are still beig udermied by uforesee challeges like customers' expectatios for a busiess-tocosumer (B2C) experiece i B2B trasactios through persoalized ad itegrated chaels, ad a growig coflict amog etwork parters. These challeges ca be overcome by adoptig a structured approach to devisig the best fit solutio. This whitepaper explores how maufacturig compaies ca develop a focused uderstadig of the chagig busiess models ad digital customer experiece. This ca form the backboe of the idustry's attempt to put i place a well-crafted, moder e-commerce system.
Cotets 1. Itroductio 5 2. Key Objectives for e-commerce Adoptio 5 3. Curret State ad Challeges of B2B e-commerce 7 4. The Road Ahead for e-commerce 9 5. Coclusio 16
Itroductio Traditioally, most maufacturers have relied o distributor ad parter relatios for a major part of their sales. While this has helped build a customer base ad create brad awareess, it has also resulted i a lack of direct egagemet with customers. B2B customers today icreasigly act like ed cosumers, desirig self-service tools ad istat access to order ad product diaspora through their mobile devices. Most busiess buyers also prefer researchig products o the web to fast track the decisio makig process. Customer uderstadig is thus key to buildig loyalty ad beig able to offer value added services across the B2B trasactio lifecycle. While maufacturers ackowledge this ad wat to be able to idetify ad egage with their customers, they eed to first build cocesus withi the distributor etwork that ew chaels like e-commerce ca co-exist with traditioal chaels as log as reveues cotiue to grow. This makes it importat for maufacturig compaies to develop a e-commerce visio that is aliged with their busiess objectives ad ca embrace emergig treds. The right e-commerce strategy, which is customer cetric, adapts to busiess model shifts, ad is ready to take a techological leap, is key to realizig this visio. Key Objectives for Adoptio of e-commerce i the Maufacturig Idustry Maufacturers look at e-commerce chaels to achieve more tha reveue growth. I cosiderig e-commerce adoptio, they should prioritize orgaizatioal objectives ad alig them with customer expectatios ad beefits. Based o our experiece, we have established a correlatio betwee maufacturer-drive ad customer-drive objectives for e-commerce adoptio (Figure 1). 5
IMC Drive Customer Drive Icreased Brad Awareess Discouts ad Loyalty Beefits Improved Supply Chai Efficiecy Web Research-Based Decisio Makig Icrease Parts ad Service Sales Ease ad Trasparecy Direct Customer Coect B2C-like Digital Experiece e-commerce Objectives Figure 1: Objectives ad drivers for e-commerce adoptio IMC Drive Objectives Coect directly with existig customers ad icrease geographic reach Icrease sales of parts ad services Drive overall efficiecy, visibility of supply chai; automate order capture Improve brad awareess Iovate through alterative busiess models Customer Drive Objectives Deliver ease, trasparecy, ad real time iformatio to customers Eable web research for decisio makig Deliver a uified digital experiece Reduce cycle time of orderig ad goods delivery Eable discouts ad loyalty beefits 6
Curret State ad Challeges of B2B e-commerce The mai differece betwee the e-commerce of IMCs ad that of the cosumer goods idustry lies i the complexity of products ad services sold. This triggers complicatios i itegratig operatios of egieerig, desig, ad maufacturig with logistics ad fulfillmet uits. While IMCs have adopted e-commerce to brig i greater customer focus, the adoptio is still ascet. Most iitiatives begi with a focus o services ad merchadisig, sice a sigificat portio of profits are derived from the after-sales busiess. Maufacturers are also makig their offerigs more attractive by budlig services with products or providig exteded warraty cotracts upfrot. I most cases, the curret e-commerce busiess model of IMCs ivolves them hostig the catalog ad cotet, ad providig basic search ad avigatio capabilities i pricig. Order creatio occurs at dealer sites, ad fulfillmet through dealers or third party logistics. This has to evetually chage to a uified view of a early real-time catalog. Such a catalog should provide pricig ad availability details, guidig the busiess customer through product ad service cofiguratio optios that are available for sale. It should coclude with a mobile traceable order fulfillmet process, icorporatig complete itegratio betwee the frot ad back-ed processes. To improve customer relatioships, maufacturers eed to stregthe the brad ad persoalizatio experiece provided, alog with offerig moder loyalty programs. This will also eable faster coversio of customers who are already olie, acceleratig acquisitio i a traditioally slow movig idustry. Maufacturers are also aware of other critical factors for retaiig customers olie. These ivolve icreasig parter collaboratio, reducig chael coflicts arisig out of chagig busiess models, ad icetivizig parters ad dealers to grow customer ad product coverage, thus icludig them i the digitizatio of the idustry. This will also ecessitate havig a alterate supply chai for olie-oly products ad merchadise, icreasig services categories, ad brigig together self-service ad customer service portals for ehaced olie activity. Focus o all these aspects is ecessary to icrease visibility i supply chai, drive overall efficiecy, capture orders directly from customers, ad fulfill them through automated chais, alog with providig a excellet digital experiece to customers. The desired state of B2B e-commerce adoptio thus requires implemetatio of meticulous workflows ad scale across the supply chai, icludig complex idustrial product desig, cofiguratio, pricig ad promotios, order maagemet, ad service delivery. Doig this challeges traditioal busiess ad parter models ad raises questios for the idustry. Also, the dyamics betwee key segmets of IMC e-commerce commodity merchadise, products, services, ad service parts differ, ad eed to be recociled. Each segmet is at a differet stage of growth with respect to meetig the key challeges of adoptig e-commerce. Table 1 presets a holistic overview of the potetial impact of e-commerce o all segmets ad the curret adoptio treds. 7
Key segmet Merchadise Key challeges to overcome Service ad Cotracts Products Service Parts PI CA PI CA PI CA PI CA Brad Awareess ad Advocacy Goig strog Limited to catalog Yet to start M Limited to catalog o IMC site ad orders o dealer sites Chael or Parter Collaboratio L Established Territories to be defied for pricig stadardizatio ad customer coverage Established Semi-itegrated for catalog, price; disjoited for order fulfillmet Complex Order Maagemet M Goig strog Yet to be established i iteratioalizatio Startig to capture istalled base iformatio Yet to be established i iteratioalizatio Complex (product) Cofiguratio L Limited to make-tostock Evolvig i built-toorder through guided sellig Limited to budlig of products through stadard cotract packages (make-tostock) M Yet to be fully itegrated for Service Bill of Materials (SBOM) derivatio SCM Iefficiecy M Limited to dealer sites ad customer service Limited to dealer sites ad customer service M Established Limited to dealer sites ad customer service Olie Traffic Maagemet Established through persoalizatio ad seamless CX Beig established by applyig loyalty, pricig uiformity, ad digitizatio Beig established by leveragig social media ad mobility for loyalty Beig established by leveragig social media ad mobility for loyalty Ed-to-Ed Fuctios or Systems Itegratio M Established i catalog, pricig ad availability; yet to be completed i fulfillmet Yet to be established for Bill of Material (BOM), master data maagemet (MDM) ad fulfillmet M Established Yet to be established for BOM, MDM ad fulfillmet PI - Potetial Impact; CA - Curret Adoptio; - igh; M - Medium; L - Low Table 1 : IMC e-commerce: Maturity of growth over challeges 8
The Road Ahead for e-commerce e-commerce has evolved from the traditioal busiess model ad maufacturers are still usig covetioal ecommerce models. These methods may have served well i the past, but have ot helped busiesses achieve the potetial beefits of digitizatio or cater to growig customer expectatios. We foresee the followig practices leadig maufacturers to the ext stage of e-commerce adoptio (also depicted i Figure 2): 1. Digital assets: Presetig customers with how-to videos, mauals, ad a complete service bill of materials (SBOM) 2. Guided avigatio: Deliverig buyer assistace through ituitive avigatio across the trasactio stages 3. Persoalizatio: Customer profilig ad jourey mappig, with suggested buyig optios ad promotios usig order history, demographics, ad browsig history 4. New supply chai models: Distributed warehousig, droe-based logistics, ad orchestrated order maagemet 5. Budled complex product sales: Presetig customers with ituitive optios to budle products; allowig product cofiguratio ad top-up with service warraties 6. Mobility: Eablig real-time browsig ad order placemets through mobile apps 7. Dyamic pricig: Volume-based, tiered, geography-based ad loyalty based pricig; creatig specific stock keepig uits (SKUs) oly for olie products 8. Loyalty programs: Devisig a workig loyalty program strategy, with rewards for parters ad customers 9. Self service ad e-commerce cogruece: Streamliig ad itegratig both, the self service ad ecommerce fuctios, eablig commuicatio betwee them. For example, based o service history, selfservice tools should offer promotios to buy back product ivetory purchased through e-commerce orders; complaits should sychroize with the self-service eabled asset maagemet ad service request maagemet processes 9
Curret State Next State Simple Asset Maagemet Digital Asset Maagemet Ordiary Browsig Experiece Rich Guided Navigatio Experiece Trasactio Based Persoal Based Traditioal Supply Chai Models Iovative Supply Chai Models Parts Sales Budled Complex Products Sales Workstatios Mobile Eabled Fixed Pricig Dyamic Pricig No Loyalty Beefits Customer ad Parter Loyalty Programs Isolated from Customer Self Service Cogruet with Customer Self Service Figure 2 : Trasitio of treds i e-commerce To facilitate their trasitio to a future-ready e-commerce busiess, maufacturers should adopt iovative models that alig customer eeds ad expectatios with their operatioal strategies to create a wi-wi situatio. Leveragig the Best-Fit e-commerce Approach e-commerce is always a eticig veture, ad its success is drive by may factors. owever, the cetral idea should be customer focus ad empowerig them with the iformatio they eed. They should be able to make a decisive foray ito the e-commerce site, avigatig through the product catalog, pricig offers ad promotios, without the aid of a call ceter aget. 10
Geerally, olie customers look out for features like easy to fid products (properly categorized or easy to search), optios for customizatio, diverse views o the product, loyalty programs, o-the-go shoppig capabilities, flexible pricig models, ad coveiet shippig optios. owever, i the case of B2B e-commerce, the mechaics of a purchase are differet. Maufacturers eed to reach out to customers log before they commit to a purchase. This is because customers make decisios before they arrive at the store or the home page. A maufacturer should thus ask the followig questios: ow may potetial customers could be surfig the iteret for iformatio about their (ad the competitio's) products, at this very momet? What would they fid? Ad how may of the existig customers would ot come back because they foud a better, more persoalized way to research ad buy what they eed? Maufacturers should alig the orgaizatio iterally for a shift to the olie sales chael. They should frame use cases for olie sales i co-ordiatio with the CRM, supply chai, ad logistics processes. They should formalize a strategy for the cotet holdig platform, the order maagemet system, ivetory cosideratios, ad CRM process itegratios. Fially, they should idetify the key stakeholders affected by this shift, ad get their buy-i before goig ahead with e-commerce adoptio. Table 2 describes resolutio strategies for e-commerce challeges metioed earlier i the paper: Key elemets Key challeges to overcome Resolutio Strategy Details Brad Awareess ad Advocacy Next ge CX, chael collaboratio, persoalizatio Uique bradig is a experiece drive by the e-commerce website ad its features. Maufacturers, suppliers, ad distributors ca advocate ad complemet each other's brads to avoid coflict. Chael or Parter Collaboratio Sales Support ad Parter Promotio E-commerce will complemet direct sales, ad the e-commerce platform ca promote distributors ad parters. Complex Order Maagemet Itegrated eterprise, uified CRM ad e-commerce Order maagemet master will be the egieer of the complexity of the order, but eeds to be eatly coupled with the e-commerce platform to maage complex orders. Complex (product) Cofiguratio Itegrated eterprise, uified CRM ad e-commerce Product cofiguratio egie ca be ERP or CRM, where the complex rules reside. The e-commerce platform will facilitate its olie rederig with the same rules. Fulfillmet ad Retur or SCM Iefficiecy Itegrated eterprise Tightly wove e-commerce, CRM, ad ERP systems will elimiate gaps i the visibility of the order. Ay delay or pitfalls i the process will immediately be reflected i the e-commerce platform. Drivig or Leveragig Olie Traffic Guided sellig, persoalizatio, Advaced practices i the sellig fuctio will help close the trasactios ext ge CX easily ad quickly, which evetually will regulate olie traffic. Ed-to-Ed Fuctios or Systems Itegratio Itegrated eterprise E-commerce, CRM, ERP, ad Cotact Ceter will act as oe cohesive uit. Service, sales, marketig, olie sales will make the customer sovereig. Table 2 : Roadmap for overcomig key e-commerce challeges 11
I settig up a suitable e-commerce platform, IMCs eed to cosider: Olie sophisticatio: Although there are differeces betwee B2C ad B2B commerce, the olie buyer still expects a similar olie experiece. Therefore, maufacturers, while desigig a B2B commerce platform, eed to ivest i user experiece avigatio flows ad scree schematics with depth ad user ituitiveess. Two major cosideratios are: While the buyer is lookig for a product, let the platform fid the buyer. The olie buyer iteds to fid the product they are searchig for quickly, easily, ad with the least umber of clicks. The itelligece behid the e-commerce platform should prompt, guide, ad take the buyer to the ed poit. Search optimizatio, faceted avigatio, guided search, careful cross sell or up sell are some of the capabilities that work i this directio. With the customer profile ad behavior patter as iformatio, a platform with itelliget aalytics ad segmetatio should preset the relevat product details ad wish lists with ease. Assortmet, categorizatio, ad sortig o various parameters improve the timeframe for fial selectio. Frequet buyers or customers should be able to save their paymet profiles i a secure mode. I the checkout phase, they should be able choose a expressway where all paymet terms, shippig address, billig address, ad other details are pre-populated. This makes the buyer's olie jourey hassle free ad swift. Figure 3 depicts the major aspects of olie e-commerce sophisticatio. Search Egie Optimizatio Faceted Navigatio Uified Sales ad Service Olie Sophisticatio Persoalizatio Expeditious Checkout Cross Sell or Up Sell Figure 3 : Major aspects of e-commerce sophisticatio 12
Chael coflicts: A olie sellig chael raises the fear of caibalizatio i two groups. While the sales represetatives may view the olie chael as affectig their direct sales icetives, distributors ad retailers may aticipate competitio with maufacturers directly sellig their products olie. Maufacturers eed to maage these fears by providig a better uderstadig of the impacts of e-commerce. As the olie chael flourishes, customer egagemet with the traditioal sales chaels also icreases. At the same time, e-commerce tools ca empower sales represetatives ad parters to deal with icreasig sales equiries. The olie chael fuels the direct sales chael, ad maufacturers eed to esure that a strog, coheret CRM system is i place for the e-commerce ad sales force automatio to fuctio efficietly. A e-commerce tool ca erich the sales represetatives with more iformatio, such as customer iterests, buyig behavior, complex product cofiguratio, ad previous sales equiries. This ca help the executive better actualize a sales opportuity. Chael parters or distributers ad suppliers ca also beefit from greater exposure ad promotio through ecommerce. The maufacturer, while sellig its products i icely budled catalogs, ca also choose to promote its chael parter brads o the e-commerce website; for example, there ca be a widget to fid the earest supplier, distributor, or store, or parters ca be give a promotioal space. Immediate sales may be eticig, but collaborative busiess itelligece will keep the sales egie acceleratig towards higher sales i the log ru. Mobile e-commerce: Mobile techology is o loger a privilege. With the rapid spread of mobile ad etworkig iovatios, users expect roud-the-clock coectivity, o matter where they are. They wat to be eabled for coductig busiess o the go. For IMCs, we ca classify m-commerce usage accordig to customers. New customers would maily use it to browse ad compare product features ad prices, ad read reviews o discussio forums, which aids them i makig the right choice. Existig customers would use it to order products ad restock their ivetory from the shop floor. Eablig mobile support for B2B e-commerce is thus importat to capitalize o these ew ad repeat busiess opportuities. The eterprise itegratio coudrum: The e-commerce platform's idispesable goal is to eable sales though a olie chael ad emacipate the customer from limited cotrol over trasactios. To eable the completio of a trasactio olie, there eeds to be seamless commuicatio betwee the e-commerce platform ad umerous other eterprise applicatios. Maufacturers eed to evaluate whether the cotet required for olie trasactios will reside iside or outside the e-commerce system, based o the cotet usage for busiess applicatios across the eterprise. Similarly, the order maagemet process should cotiue to remai harmoized post e-commerce adoptio. The pricig egie ca reside outside the e-commerce platform. Furthermore, the paymet mechaisms will eed itegratio with a exteral gateway, or, there could be a purchase order ivocatio. Details of customers who are profiled i the e-commerce egie, might also come from a customer master database residig outside the ecommerce egie. 13
It seems impossible for a e-commerce platform to dispese with to-ad-fro commuicatio with other eterprise applicatios. A detailed study to sythesize this commuicatio holds the key to e-commerce success. We recommed shiftig the sovereigty of the trasactio to the customers. They should track their order status ad the expected time of delivery o the e-commerce website. For further iformatio, at ay time,they ca raise a service request or call the Cotact Ceter. A uified view of their trasactio ad behavior should be provided by the CRM, ERP, or SCM system., Ay missig lik i the chai would amout to a bad customer experiece, ad a idicatio of losig them. Figure 4 shows the eterprise value chai for e-commerce. e-commerce CRM SCM Coectig the eterprise value chais Logistics & Fulfillmet CMS Figure 4 : The eterprise value chai i e-commerce May itegratio desig patters are available today. A eterprise has to first itegrate busiess processes ad avoid duplicatio. For istace, a order maagemet process should ot be replicated i multiple systems. This is as essetial as avoidig data duplicatio. Oce processes are streamlied, the data ca be exchaged based o applicatios ad the services exposed out of the box by the these applicatios. The more the existig applicatios framework is preserved, the more iexpesive is the itegratio. 14
Uified customer experiece Self S Uified CX e -Commerce ervice Portal Cotact Ceter Figure 5 : Uifyig CX Self service, e-commerce, CRM, ad Cotact Ceter platforms e-commerce is oe of the spokes i the wheel of the customer experiece paradigm. A olie buyig chael offers ease to the buyer. With a good e-commerce solutio, the sales process beefits. owever, the customer's jourey soo eters ito the sphere of service. Ay e-commerce trasactio may call for further iformatio o its curret state, chages, or cacellatio. These processes will predomiatly be served by the core CRM, Cotact Ceter, ad self-service applicatios. The uderlyig customer details ad trasactioal data should spa across all these busiess areas. The orgaizatio collects volumious customer demographics from these iteractios ad may wat to market or promote various products to differet cosumer segmets. Thus, a digital marketig egie will also eed support from the e-commerce, CRM, ad self-service applicatios. A cosolidated ad symphoized applicatio suite, as depicted i Figure 5, gives rise to a sophisticated customer experiece (CX) platform, which is a aswer to real customer problems, compared with eterprise applicatios which are idividually rich but have limited collective beefit. 15
Big Data i e-commerce: The major advatage of Big Data for a e-commerce system is the volumious iformatio it provides related to customers ad their behavior. Persoalizatio is oe fuctio which is facilitated by this iformatio. Based o the affiity of the customer, the website ca dyamically project products of relevace to the customer. This coverts customers ito loyal advocates of the brad, ad ehaces retetio rates after their first purchase. Big Data helps uderstad customers' preferred chaels of service, which could be the phoe, e-mail or web. This helps build customer satisfactio, with the orgaizatio followig a lea data maagemet approach, istead of burdeig itself with extra iformatio beig propagated through several chaels. The impact of social media: Social media chaels allow free expressio to customers. Extractig ad aalyzig social media data reveals their iterests, prefereces, ad service satisfactio levels. Social media ca also be utilized to get customer iputs i product desig ad pricig budles, which works as effective pre sales activity ad esures aligmet of offerigs with customer prefereces. Maufacturers should create commuities ad evets liked to the e-commerce site to eable customers to iteract amogst themselves, advise each other, ad egage i self service. They should ecourage customers to review products ad post these o social forums for trasparecy. Customers tur ito advocates whe they feel eabled to express their views o products, services, ad the olie experiece. Their views, whe correctly aalyzed, help to evolve a e-commerce platform based o the demads ad otios that prevail i the direct buyer commuity. Coclusio Today's busiesses must strive to create the ext iovative solutio, as customers seek products ad services that are better, faster, ad cheaper. With advaces i techology, e-commerce is vital to the success of maufacturers, who must utilize it to their maximum advatage. The possibilities with this techology are edless ad idustrial maufacturers ca use it to icrease profitability, ehace offerigs ad improve customer cetricity. E-commerce is ot just about iformatio techology, but a busiess udertakig i itself. The successful compaies of the future will be those that take e-commerce i their stride. Although it is a frot-edig medium that supports the B2B supply chai ad direct iteractio with customers, the success of e-commerce depeds o the movig parts of the supply chai workig efficietly ad i harmoy. A rich user experiece through ecommerce ca help raise customer expectatios. owever, busiesses must esure that the dowstream supply chai fulfils these to avoid egative results. I coclusio, a well defied e-commerce strategy acts as a busiess tactic to icrease sales, create leadership over competitio, ad build brad loyalty. 16
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