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1、Enhancing Operations and Customer Engagement with B2B Workflow AutomationHow Advanced Workflow Management Systems Are Transforming the B2B Landscape2Table of ContentsExecutive SummaryThis report is based on a survey of B2B leaders about the status of their workflow automation strategies.The report r

2、eveals the important role of advanced workflow management systems in enhancing operational efficiencies and improving B2B customer interactions.A significant 84%of respondents emphasize the importance of having better tools for data analysis and reporting,indicating a clear demand for deeper insight

3、s into operations for more informed decision-making.Additionally,B2B leaders express a need for systems that support streamlined account management,customer hierarchies,and improved user interfaces,with a substantial preference for software specifically designed for B2B operations.This underscores a

4、 broader industry trend toward leveraging technology to cultivate more engaged,personalized,and efficient customer experiences and operational practices.84%of respondents emphasize the importance of having better tools for data analysis and reporting.2 Executive Summary3 About the Respondents5 Key I

5、nsights6 B2B Brands Are Automating Critical Workflows but Struggle with System Integration10 Customer-Facing Workflows Prove Challenging to Automate Despite Customization Capabilities12 B2B Workflow Systems Need Powerful Analytics,Account Management,and User Interface Capabilities14 Conclusion:Enhan

6、cing the B2B Customer Experience with Automated Workflows15 Key Suggestions16 About the Authors3 3What type of company do you represent?What is your companys annual revenue?43%Manufacturer 37%Distributor 20%Both manufacturer and distributor 14%$100 million to$500 million 18%$500 million to$1 billion

7、 38%$1 billion to$10 billion 30%More than$10 billionAbout the RespondentsThe WBR Insights research team surveyed 100 leaders from B2B companies to generate the results featured in this report.The respondents represent B2B manufacturers(43%),B2B distributors(37%),and companies that operate as both ma

8、nufacturers and distributors(20%).At 68%,most of the companies represented in the study make more than$1 billion in annual revenue.43%of respondents represent B2B manufacturers.4 4What is your role?What is your seniority?The respondents occupy roles in sales(18%),operations(14%),IT(13%),and strategy

9、(12%),among others.Most of the respondents are directors(59%).The remaining respondents are vice presidents(25%),C-suite executives(10%),and department heads(6%).18%Sales 14%Operations 13%IT 12%Strategy 10%Marketing 10%Leadership 9%Digital 8%eCommerce 6%Financial Planning&Analysis 10%C-Suite 25%Vice

10、 President 6%Head 59%Director59%of respondents are directors.5Key Insights5Most can customize the following customer-facing workflows with their current workflow management system:Inventory management and tracking(81%)Customer data collection and management(73%)Order submission processes(64%)Payment

11、 processing methods(57%)Customer communication and notifications(51%)Among the respondents:61%say their request for quote automations and 55%say their business development automations are very effective.66%have fully automated their business development workflows,including CRM and customer acquisiti

12、on,while 61%have fully automated their request for quote or configure price quote workflows.Most say integration between different systems and tools requires the most improvement among aspects of the following workflows:Request for quote(60%)Inventory management and forecasting(54%)Business developm

13、ent(53%)Product data management(53%)75%say they specifically look for solutions designed for“B2B”companies when buying software.84%say better analytics and reporting capabilities would be a very important additional feature of their workflow management system.53%say real-time data accuracy and trans

14、parency require the most improvement among aspects for customer communication and data capture.6 6B2B Brands Are Automating Critical Workflows but Struggle with System IntegrationThe study revealed crucial insights regarding the integration of different systems and tools across various operational d

15、omains,specifically in the automation of B2B workflows.The findings highlight a significant demand for improved connectivity and data fluidity in areas such as quote requests,inventory management,business development,and product data management,emphasizing the potential of automation to deliver enha

16、nced operational efficiency and market competitiveness.About two-thirds of the companies in the study(66%)have fully automated their business development processes,such as managing customer relationships and finding new clients.Similarly,more than half of the companies have fully automated dealing w

17、ith requests for quotes or setting prices through computerized systems.In this context,automation not only streamlines operations,making them more efficient and error-free,but it also allows businesses to allocate human resources to more strategic tasks.This move towards automation can lead to signi

18、ficant competitive advantages,such as faster response times to customer inquiries,ultimately contributing to improved customer satisfaction and higher sales.66%of respondents have fully automated their business development processesPlease rate the level of automation you employ in your day-to-day pr

19、ocesses for each of the following common workflows.Business Development(CRM/customer acquisition)Customer Price Management (price book/price lists)Requests for Quote/Configure Price QuoteNew Customer Onboarding&UnderwritingProduct Data ManagementOrder Entry(Checkout)Inventory Management&ForecastingA

20、ccounts Receivable(invoicing,payments)Customer Communication&Data CaptureShipping&Fulfillment Fully automatedautomated online,with no human intervention required Mostly automatedautomated online,with a manual review at the end Somewhat automateda mix of manual and automated online Not automatedmostl

21、y manual and offline66%23%21%61%37%16%13%18%28%35%25%55%47%26%59%39%18%38%68%55%7%22%32%12%3%43%56%42%4%10%2%1%1%2%2%7Most B2B companies are using technology to at least mostly automate many of their other daily workflows.Currently,68%have automated their inventory management and forecasting but sti

22、ll require a manual review.Similarly,59%rely on software to automate product data management,which helps organize information about what and how much they sell.Over half,55%,have also used automation to improve how they communicate with and learn from their customers.The same percentage have mostly

23、automated their customer price management processes.In both cases,the respondents still need to do a manual review at the end of the automation process to guarantee effectiveness.The widespread adoption of automation in these critical areas shows that B2B companies are keen on using technology to ma

24、ke time-consuming processes more efficient,so they can focus on more important tasks and avoid errors that could lead to lost revenue.Automating inventory management,for example,helps businesses avoid overstocking or running out of products,which can save money and keep customers satisfied.By managi

25、ng product data efficiently,companies ensure that all relevant teams have accurate and up-to-date information,which is crucial for making informed decisions.Similarly,automating customer communication and data capture enables more personalized and responsive customer service,strengthening client rel

26、ationships.Lastly,automating customer price management can lead to more competitive pricing strategies and quicker responses to market changes.For B2B companies aiming to improve their workflows,these findings underscore the importance of investing in technology that addresses key operational areas

27、to drive efficiency,accuracy,and growth.68%of respondents have automated their inventory management and forecasting but still require manual reviews.861%of respondents believe their systems for automating quotes are very effective.Nonetheless,the effectiveness of workflow automation depends on both

28、the technology that supports it and users ability to use it.Not every B2B leader is happy with their current solutions in key areas.Out of those surveyed,61%believe their systems for automating quotes,and 55%think their business development automation tools,are very effective.This shows that a major

29、ity of businesses find value in automating these critical functions with their current solutions.However,the fact that these numbers are not higher suggests room for improvement.Furthermore,close to half of the respondents say their order entry or checkout automation(47%)and their shipping and fulfi

30、llment automation(54%)are not very effective.These businesses must evaluate and upgrade these technology solutions so they can better serve their B2B eCommerce customers.Like consumers,B2B customers expect companies to offer them a streamlined checkout process and fast shipping options.How would you

31、 rate your satisfaction with the automation and effectiveness of these same common workflows?Requests for Quote/Configure Price QuoteCustomer Communication&Data CaptureBusiness Development(CRM/customer acquisition)Accounts Receivable(invoicing,payments)Inventory Management&ForecastingOrder Entry(Che

32、ckout)Product Data ManagementNew Customer Onboarding&UnderwritingCustomer Price Management(price book/price lists)Shipping&Fulfillment Very effective Not very effective Somewhat effective Not effective at all61%26%25%55%32%22%12%22%39%29%29%65%34%41%61%30%21%45%54%49%9%9%40%1%2%7%47%13%54%33%7%22%1%

33、1%960%of respondents believe that making systems work better together is the most needed improvement for handling quote requests.The respondents have also identified specific aspects of each of their workflows that require improvement.For example,60%of them believe that making systems work better to

34、gether is the most needed improvement for handling quote requests.Similarly,54%think inventory management and forecasting need better integration.Business development and managing product data are also areas where over half of the respondents,53%each,see a need for systems to connect more seamlessly

35、.Next,53%say real-time data accuracy and transparency require the most improvement within areas like customer communication and data capture.B2B companies looking to enhance their workflows should prioritize improving the integration of not only their customer-facing systems but also their internal

36、data analysis systems.The high demand for better connectivity across different business operationssuch as quote requests,inventory management,business development,and product data managementsuggests there is an opportunity to better coordinate these systems so that workflow automations can span seam

37、lessly across the business,leveraging data from multiple sources.By focusing on creating more unified and efficient systems,B2B organizations can not only streamline their operations but also potentially gain a competitive edge by responding more quickly and accurately to client needs and market dem

38、ands.For each of these common workflows,which one aspect requires the most improvement?Requests for Quote/Configure Price QuoteAccounts Receivable(invoicing,payments)Inventory Management&ForecastingCustomer Price Management(price book/price lists)Product Data ManagementOrder Entry(Checkout)Business

39、Development(CRM/customer acquisition)New Customer Onboarding&UnderwritingCustomer Communication&Data CaptureShipping&Fulfillment Data entry and processing speed Integration between different systems and tools Real-time data accuracy and transparency User interface and ease of use Security and compli

40、ance feature12%12%10%12%20%15%12%17%14%18%60%27%26%54%53%18%17%19%53%16%20%45%7%9%41%19%4%31%3%23%4%23%22%14%35%41%21%2%26%5%2%53%10%3%5%3%40%4%10Which of the following customer-facing workflows can you customize with your current workflow management system or workflow engine?81%Inventory management

41、 and tracking 73%Customer data collection and management 64%Order submission processes 57%Payment processing methods 51%Customer communication and notifications 24%The checkout experienceMost of the companies surveyed can customize certain parts of their customer interactions within their existing w

42、orkflow systems.Specifically,81%can customize how they manage and track inventory,and about 73%can customize how they collect and manage information about their customers.Furthermore,64%of the respondents say they can customize the steps customers must take to place orders,while a little over half c

43、an modify how they handle payments(57%)and communicate with customers(51%).Enhanced customization is now critical for B2B companies looking to enhance their workflow efficiencies and leverage automation to better service customers.The high customization rate for inventory management and customer dat

44、a implies most businesses are ready to scale in these areas,as each can be easily adjusted based on shifts in demand or new customer acquisitions.However,some companies face difficulty in areas like modifying payment processing methods and customizing customer communications.Only 24%of the responden

45、ts say they can customize the customer checkout experience.For B2B companies,focusing on improving flexibility in these less adaptable areas could significantly enhance customer satisfaction and deliver an eCommerce experience similar to those found in B2C sales,setting them apart in highly competit

46、ive markets.Just like consumers,B2B customers depend on messaging to track purchased products and manage their accounts.Companies that can customize these communications for individual customers will stand out,as they can deliver more transparency.Customer-Facing Workflows Prove Challenging to Autom

47、ate Despite Customization Capabilities81%of respondents can customize how they manage and track inventory1171%of respondents cite the difficulty in handling and automating complex workflows as a major challenge.To provide B2B customers with the same ease and transparency they expect from B2C eCommer

48、ce brands,B2B companies will need to overcome some specific challenges.The study finds that a majority of these companies face significant hurdles in managing customer-facing workflows.Specifically,71%of respondents cite the difficulty in handling and automating complex workflows as a major challeng

49、e.Most of the respondents(67%)also struggle with keeping data accurate and consistent across all platforms.Integrating new processes and technologies poses a problem for 59%of the respondents.For B2B companies aiming to improve their workflows,the focus needs to be on simplification,automation,and i

50、ntegration.Simplifying complex workflows can be challenging.However,with the right workflow engine,companies can configure sequences and rules that make building out new workflows faster,more efficient,and easier to achieve,even for users who dont have robust technology skills.Ensuring data accuracy

51、 and consistency across platforms is crucial for maintaining trust and enabling seamless customer interactions.Achieving this will require strict data governance,but also strong systems integration and a single source of truth from which various aspects of the business can draw data.Finally,successf

52、ul technology and process integration can be the key to staying competitive and meeting evolving customer expectations.Companies that struggle with this aspect should consider working with vendors or third-party technology experts to seamlessly integrate new solutions without disrupting operations.A

53、ddressing these challenges is not just about overcoming obstacles;its about seizing opportunities to enhance operational efficiency and build stronger customer relationships.How significant are the following challenges in your efforts to manage customer-facing workflows?Managing and automating compl

54、ex workflowsDelivering personalized experiences for customers through automationMaintaining data accuracy and consistency across all platformsMeeting increasing customer expectations for speed and efficiencyIntegrating new processes and technologiesIntegrating customer-facing systems with back-offic

55、e processes Very significant Not significant Somewhat significant71%40%67%39%59%28%28%59%31%57%41%70%1%1%2%4%0%2%12B2B Workflow Systems Need Powerful Analytics,Account Management,and User Interface Capabilities84%of respondents believe that having better tools to analyze and report data would be ver

56、y important additional features in their workflow systems their workflow systems.Researchers sought to uncover the key features that B2B leaders need to significantly enhance their workflow management systems.The findings indicate a strong desire for tools that provide greater insight into operation

57、s,streamline account management,and offer user-friendly interfaces.Most of the respondents(84%)believe that having better tools to analyze and report data would be very important additional features in their workflow systems their workflow systems.This suggests that the majority see the value in und

58、erstanding their work processes in more detail and believe that better insights could lead to improved decision-making.For B2B companies looking to enhance their workflows,investing in systems that offer detailed insights into operations could not only meet the user demand but also lead to efficienc

59、ies and optimization of processes.Most of the respondents also believe that streamlined account management and customer hierarchies(66%),as well as improved user interfaces(60%),would be very important functionalities to include in their workflow management systems.How important would the following

60、additional features and functionalities be if they could be included in your workflow management system or workflow engine?Very significant Not significant Somewhat significantBetter analytics and reporting capabilitiesCollaboration and task management tools for team workflowsStreamlined account man

61、agement and customer hierarchiesIntegration with third-party software and toolsEasier methods for designing and creating automated workflowsImproved user interface and ease of useGreater flexibility in customization options84%52%66%31%52%60%29%14%44%33%46%47%37%70%2%4%1%23%1%3%1%13When buying softwa

62、re for your business,do you specifically look for software designed for“B2B”companies?Companies should also consider using software and other solutions specifically designed for their area of business.Three-fourths of the respondents say they specifically look for software designed for B2B companies

63、 when they are ready to buy software for the business.B2B sales often involve multiple stakeholders,long-term contracts,and complex pricing structures.Therefore,using a workflow management system that is designed to support these aspects of the sales cycle could greatly improve efficiency and accura

64、cy in managing these processes.75%Yes 25%No75%of respondents consider using software and other solutions specifically designed for their area of business.Customer hierarchies are especially important for B2B companies,as they often have relationships with individuals at different tiers of the busine

65、ss.Most B2B companies need a system that can easily manage and track there interactions.Furthermore,systems that are intuitive and user-friendly,and that have no-code or low-code options for building workflows,can lead to increased adoption rates and better utilization by employees.1414Conclusion:En

66、hancing the B2B Customer Experience with Automated WorkflowsResearchers sought to understand how B2B organizations plan to enhance the customer experience using automated workflows over the next 12 months,so they asked the respondents about their strategies.The respondents place a significant emphas

67、is on employing automated technologies to personalize customer interactions and streamline marketing campaigns.Organizations plan to leverage AI-driven automation for complex customer service tasks,develop automated and personalized email campaigns,and use automation to select advertising platforms

68、aligning with their preferred customer touchpoints.This approach highlights the trend towards using technology to create more engaged and tailored customer experiences.Furthermore,respondents indicate a commitment to using automation for operational efficiency improvements that directly benefit cust

69、omer-facing activities.This includes enhancing chatbots with automation and generative AI,employing automated workflows for instant support and problem resolution,and using automation to analyze customer feedback for actionable insights.The respondents also see the integration of automated workflows

70、 in customer communications and the personalization of marketing campaigns as crucial steps towards improving the quality of customer interactions and managing and anticipating customer needs more effectively.Collectively,the respondents demonstrate a focused strategy on harnessing automation to dri

71、ve customer satisfaction and loyalty through more personal,efficient,and responsive service delivery.15Key Suggestions152.Ensure your workflow management system supports complex B2B customer relationships.A system that manages customer hierarchies effectively is crucial for maintaining and strengthe

72、ning B2B relationships.1.Invest in systems that offer detailed insights into your operations and workflows.Understanding the intricacies,successes,and challenges of your workflows enables better decision-making and process optimization.4.Prioritize workflow systems that are user-friendly and easy to

73、 integrate.Systems that are intuitive,with no-code or low-code options for building workflows,can lead to better adoption rates and utilization by employees.3.Adopt AI-driven automation for personalizing customer interactions.Leveraging technology in this way can significantly enhance the customer e

74、xperience,making services more tailored and responsive.1616About the AuthorsOroCommerceOroCommerce is a B2B-focused commerce platform that enables complex sales processes for manufacturers,wholesalers,and distributors.OroCommerce is a complete solution that includes CRM and marketplace solutions wit

75、h online storefronts optimized for the needs of B2B sellers including RFQ(request for quote)and CPQ(configure price quote).OroCommerce has many unique capabilities including a low-code workflow automation tool,and is a market-leading platform recognized by industry analysts and trade associations.Or

76、oCommerces founders are eCommerce industry veterans Yoav Kutner,CEO;Dima Soroka,CTO;and Roy Rubin,Director of Oros Advisory Board.For more information on OroCommerce visit .WBR Insights WBR Insights is the custom research division of Worldwide Business Research(WBR),the world leader in industry-driv

77、en thought-leadership conferences.Our mission is to help inform and educate key stakeholders with research-based whitepapers,webinars,digital summits,and other thought-leadership assets while achieving our clients strategic goals.For more information,please visit .B2B OnlineB2B Online is where the t

78、op manufacturers and distributors meet,collaborate,and learn about the newest innovative strategies to bring your customers the best online experience.Designed to build your business and your profit,we cut out the fluff and provide you with content from the companies who have and are reshaping their digital marketing strategy.For more information,please visit .