Globys Research A strategic perspective on CSP B2B portals

Integration beyond navigation: Upping the value of your business portal experience

Topics: B2B Portal, Customer Experience

Are you providing your business customers with an integrated portal experience? Or are you providing a portal with integrated navigation?

If you’re unsure of how to answer the question above, here’s your task. Log in to your business customer portal and complete these five tasks:

  1. Review, allocate and pay three invoices.
  2. Run a report to identify data overages and increase the data plans for the associated subscribers.
  3. Identify devices that are due for an upgrade and complete the purchase of a new device.
  4. Raise an inquiry based on an unexpected charge on the invoice.
  5. Create a report that includes detailed usage and costs for all devices, products, employees, and cost centers.

So, how many times did you leave the task at hand to click into another area of the portal (or another portal entirely) in order to complete the task? How many times did you right click to copy information? Or jot down information to manually enter elsewhere? If you lost count, you’re not alone.

Today’s CSP business portals are lacking a key concept that completely changes the way your customers engage with you – an integrated experience.

This goes beyond SSO and a consistent look and feel across navigational tabs. This is integrating the user tasks and workflows across the entire digital experience of buying, managing, and paying for services and devices.

This starts with having deep knowledge of your business customers – not just who they are but what they do. It’s understanding their day-to-day operations and how your portal experience aligns to a company’s processes and policies. It’s knowing the most common tasks, associated workflows, and actions they need to take and when. And it’s understanding how those behaviors vary based on segment, role, consumption levels, etc.

Imagine if your customers could seamlessly complete the five tasks above with zero interruption.

They’re guided to the next step of the process, while staying in the context of the task at hand. No more swivel chairs between separate buy, manage and pay processes or portals. Just one, integrated portal experience that allows them to complete the required tasks in a fragment of the time.

This is how you deliver an experience that adds value for your business customers. And in turn, adds value for your company.