Why merchants who offer bad customer experiences can be hurt in the information age

Technology has created a number of opportunities for merchants to improve their operations and offer better service. However, it has also increased customer expectations, which many merchants are having a difficult time managing. This blog has touched on this idea in the past, but it's important for merchants to understand because, in an increasingly digital society, offering an adequate level of customer service is more important than ever before. 

Procurement specialists are behaving like consumers in more ways than just their buying habits. Many prefer to buy online the way they do when they're off the clock, but that's just one example of technology bridging the gap between businesses and consumers. The advancement of social media and other innovative communication techniques give them the ability to network with colleagues and share detailed information about their experiences in real-time.

So, if a procurement specialist has a bad online shopping experience with your company, chances are they will vent their frustration with your service to colleagues. Thanks to the advancements of the information age, that message can now reach a large number of people in a short amount of time. As a result, merchants are adjusting their selling strategies accordingly. Intershop's 2013 eCommerce report says that 73 percent of B2B merchants are using the fact that business buyers are engaging with their peers through new online mediums as a driver of change at their organization.

Offering a poor shopping experience could be detrimental to an organization, so making smart investments to improve this experience is crucial. Working with a B2B payments consultant can help your business obtain the tools needed to facilitate transactions in a way that benefits both consumers and merchants. 

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