Introduction
The contemporary world has shifted to technology development as a necessity for achieving competitive advantage. For example, Fintech technologies have changed the banking sector by empowering customers, reducing operational costs, and enhancing efficiency. Digitization is how business organizations use digital technologies to create new interaction and service delivery avenues. Thus, digitization plays a major role in promoting customer satisfaction, which increases business-to-business sales volumes (Zouari & Abdelhedi, 2021). Digitization has changed consumer behavior as business organizations shift from brick-and-mortar digital innovations to online markets (Verhoef et al., 2019). This paper analyzes the impact of digitization in supporting customer satisfaction, B2B relationships, and sales levels.
How can digitization improve customer satisfaction?
Customer satisfaction in the contemporary world is influenced by product and service quality. Digitization allows a business organization to improve the quality of products and services that are important to customer needs. Because of digitization, customers enjoying better quality services and products develop a new perception and relationship with that business entity (Zouari & Abdelhedi, 2021). The current global health pandemic has generated complexities for business organizations operating, and digital technologies have solved some challenges. For example, the need for online retail markers has increased after the covid-19 pandemic, increasing customer satisfaction (Zouari & Abdelhedi, 2021). Therefore, business entities in the global market have adopted digital technologies as part of their strategies to develop competitive advantages.
Consumer knowledge and innovation are important factors that create suitable B2B relationships and development strategies. Increased adoption of digital technologies has resulted in disruption in the global market that impacts the purchase process because of new product and service quality preferences (Gilpatrick, 2019). Consequently, competitiveness in the global market has shifted to how business entities relate with their customers through sales and marketing activities (Sigh, 2021). Thus, mastering digital capabilities is critical to customer satisfaction by creating a new dimension of experience and efficiency.
Studies have shown that customer satisfaction is a factor that is linked to e-service quality in most business organizations. The level of customer satisfaction in a particular customer segment follows a detailed multidimensional process. This requires business organizations to understand the customer needs that define the quality and services provided (Zouari & Abdelhedi, 2021). Compliance with digital technologies is an important part of supporting customer satisfaction, and organizations that use technologies regulated by the governments increase the level of customer satisfaction. As organizations increase their digital strategies, online services, electronic payments, and social media marketing have increased customer satisfaction. Digital technologies have changed the decision-making process as many customers can access a wider market using mobile technologies (Zouari & Abdelhedi, 2021). Thus, digital technologies have increased the level of customer satisfaction because it is possible for business entities to address customer needs.
How can digitization improve B2B relationships?
Business entities that have implemented digital technologies have experienced an increase in their B2B relationships (Angevine et al., 2018). Grewal et al. (2015) have noted that digitization directly impacts the B2B purchase experience determined by the customer. The efficiency of digitization focuses on the customer experience in using digital technologies that address needs. New customer relationships have advanced because digital technologies increase satisfaction (Singh, 2021). The creation of a digital B2B relationship is stronger because of the digital technologies, providing an opportunity to develop new innovations. The level of innovations created by digital technologies provides products and services that strengthen B2B relationships (Singh, 2021).
Relationships from a digital technology point of view work effectively because the needs and experiences are improved. In a global market, digital technologies create a new frontier of the buying process for business organizations that positively impact the customer journey (Steward, 2019). For example, Big Data is a new form of digital technology that provides a basis for assessing the customer journey. In a B2B environment, buying is done in the online infrastructure because most business organizations have developed digital technologies where customers can make orders and monitor the buying process (Gerard, 2014). Buying behavior has been shaped by digital technologies and has created a new frontier of customer experience. The level of integration between customers and digital platforms created by the business entities focuses on promoting the level of satisfaction.
Success in the global market requires business organizations to differentiate themselves by adding service value to their operations (Hoar, 2015). Digital technologies do not entirely support the B2B purchase, but interpersonal connections influence it. Considering a customer’s perspective, digitization has changed the preferences and intentions of B2B customers, leading to new buying decisions. Peer reviews form an important part of success in a B2B infrastructure. Matias (2018) has argued that 84% of buyers in a B2B infrastructure rely on peer recommendations to make purchase decisions. However, digital technologies face a limitation by the level of trustworthiness of the digital platforms that determine the purchase decision and process.
Many processes and people involved create the B2B buying process’s complexity. Thus, there is an important need to develop strong relationships within digital platforms so that it can build relationships, which is supported by digitization (Arli et al., 2017). The risk of data security and negative perceptions about digital technologies reduces the level of B2B relationships (Rodriguez, 2020). However, technological development has created new opportunities for sharing information and engagement effectively (Steward, 2019). Therefore, digitization is critical in developing a strong B2B relationship through increased information sharing and engagement through digital platforms.
How can digitization improve sales levels?
Digitization is an important approach that business entities can use to increase their sales revenues in the B2B context (Rodriguez, 2020). Digital technologies allow for the identification of customers, developing sales proposals, and a medium for undertaking follow-up services. In the B2B context, digitization provides a framework for classifying the sales processes, which supports identifying customers and developing relationships. According to Rodriguez (2020), digitization allows the sales team to plan their marketing functions effectively and achieve more sales.
Digitization has increased the level of developing customer relationships that form part of increased sales (Rodriguez, 2020). Incorporating digital technologies increases the performance of business organizations because of new business models developed from digital transformations. Thus, digitization is critical in improving an organization’s sales because it creates new models, customer satisfaction, and business processes that increase purchase decisions by buyers (Guenzi & Habel, 2020).
Digital technologies like artificial intelligence provide a basis for developing competencies that support the value proposition of business entities (Singh et al., 2019). It is possible to improve the work processes and create values using digital platforms. For instance, customer interaction plays a critical role in enhancing the efficiency of organizational activities. Interactive technologies like social media play a vital role in ensuring many customers are reached globally and sales are boosted. Many organizations have automated their sales activities because of digital technologies, which have improved sales by 40% (Valdivieso de Uster, 2020). Automating the selling process ensures that customers and the salesperson have a better relationship because of the level of engagement that translates to increased sales.
Mahlamaki et al. (2020) have found that automation of sales activities using digital technologies provides consumers with an opportunity to select products and services that best satisfy their needs. Digital technologies allow business organizations to influence and interact with their customers, creating a wider market segment (Thaichon et al., 2018). Business entities use digital platforms to create value in their products and services that satisfy customer needs and increase sales volume. Thus, digital platforms are important in ensuring that sales are improved through customer value creation, engagement, and interactions.
Conclusion
Digitization is a competitive advantage for business organization because they transform the level of interactions. This is important in sales and marketing because digital technologies provide a basis for obtaining information and improving the quality of products and services. Business entities can use digital platforms to pull new customers and engage positively. This improves the customer experience, B2B relationships, and sales volumes.
References
Angevine C., Lun, C. & Stanley J. (2018). The human touch is the secret to making it in the digital sales world. Mckinsey.
Arli D., BaueR C., Palmatier R. (2018). Relational selling: past, present, and future. Industrial Marketing Management.
Gerard, M. (2014). The buyer’s journey is demystified. Curata Blog.
Gillpatrick, T. (2019). The Digital Transformation of Marketing: Impact on Marketing Practice & Markets. Economics, 7(2); 1.
Grewal R., Lilien G. L., Bharadwaj S., Jindal P., Kayande, U., Lusch R. (2015). Business-to-Business Buying: Challenges and Opportunities. Springer Science.
Guenzi, P. & Johannes, H. (2020). Mastering the Digital Transformation of Sales. California Management Review, 62 (4):57–85.
Hoar, A. (2015). Death of a (B2B) salesman. Forbes. https://www.salesforce.com/quotable/articles/biggest-sales-trends/.
Rathmann, F., Mathew, C., Ko, de R. & Tory, H. (2017). When Plentiful Platforms Pay Off: Assessment Orientation Moderates the Effect of Assortment Size on Choice Engagement and Product Valuation. Journal of Retailing, 93 (2):212–27.
Matias R. (2018). The B2B buying process has changed: Here’s how not to get left behind. Callboxinc.
Rodri|guez R., Svensson G. & Mehl E. J. (2020). Digitalization process of complex B2B sales processes – Enablers and obstacles. Technology in Society, 2020.
Singh U.S., Singh N., Gulati K., Bhasin N.K., Kumar H., Sreejith P. (2021). A study on the revolution of consumer relationships as a combination of human interactions and digital transformations. Materials Today: Proceedings.
Singh, J. et al. (2019). Sales Profession and Professionals in the Age of Digitization and Artificial Intelligence Technologies: Concepts, Priorities, and Questions. Journal of Personal Selling & Sales Management 39 (1):2–22.
Steward M. D., Narusb J. A., Roehma M. L., Ritz W. (2019). From transactions to journeys and beyond: The evolution of B2B buying process modeling. Industrial Marketing Management.
Thaichon, P., Jiraporn, S., Sara, Q., Scott, W. & Robert, W. (2018). Hybrid Sales Structures in the Age of E-Commerce. Journal of Personal Selling & Sales Management 38 (3):277– 302.
Valdivieso de Uster, M. (2020). The 7 Biggest Trends Upending Sales Today. Salesforce.
Verhoefa P.C., Broekhuizena T., Bartb T., Bhattacharyaa A., QI Donga J., Fabiana N. & Haenleinc M. (2019). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research.
Zouari, G. & Abdelhedi, M. (2021). Customer satisfaction in the digital era: evidence from Islamic banking. J Innov Entrep., 10(9).
write