The new customer portal provides personalized product selections, individually negotiated prices and streamlined reordering (vital in B2B where repeat orders are frequent). Customers can now get real-time order/delivery updates, plus easy access to contract details, invoices and supporting documents. They can also access a full product catalogue, including integrated quality and regulatory information — especially important in the highly regulated nutritional products industry.
With so much functionality available through the portal, customers can manage more of their purchasing themselves. That means faster and more convenient buying online, and an experience that aligns with today’s higher expectations of what a digital service should be. Indeed, the early feedback from customers has been overwhelmingly positive.
With the new Portal, customers can get services instantaneously and at any time of day and week, which greatly improves the service quality. At the same time, DSM’s customer care agents have to handle far less routine administrative requests from customers, enabling them to focus on providing a specialized “white glove” service to DSM’s most valuable customers.
What’s more, thanks to the project’s ongoing feedback loop, the organization’s culture has become more customer-centric. Its ways of working are driven less by static technical requirements and more by a dynamic understanding of customer needs. And it can now combine analytics and continuous feedback from relevant touchpoints across the whole customer journey. That insight is vital, enabling DSM to keep innovating and improving the user experience. It also opens up new opportunities for growth, such as enabling single one-off payments for smaller customers who don’t have a pre-existing account with the business.
Of course, customer experience is never complete. It must continue to evolve with customer expectations and business requirements. That's why DSM's new data-driven and customer-centric commerce platform is so important to its growth strategy, now and in the future.