Earlier you were able to read our two-part blog series about the customer journey of B2B webshops. We described that eCommerce is not just a sales channel: it is a strategy with a clearly defined objective. To shape this strategy you really need an eCommerce team of people with different disciplines. In this blog we describe how to put together your eCommerce dream team. This is how you make your webshop a success.
The customer journey is the global customer journey that a customer takes when he or she buys a product. Below you can see the course of the different phases.
In each phase, different roles in your eCommerce team are important.
At the beginning of the customer journey, a potential customer focuses on products and companies that can meet their needs. You want to draw attention to your product and make your content findable in the search engines.
In this phase, a potential customer has made the choice to buy your product.
In this phase, your eCommerce team does everything it can to offer a flawless shopping experience.
In this phase you want to provide the right service to customers who have completed their purchase.
In the final phase, your team focuses on creating loyal customer (relationships).
Two roles in your eCommerce team are indispensable throughout the entire customer journey: the eCommerce Manager and the IT specialist. The eCommerce Manager must monitor the strategy, translate it into practical solutions and coordinate the entire eCommerce process. The IT specialist is responsible for the integration of product and price data (ERP), customer information and (cyber) security. With these two roles in your eCommerce company you have a strong foundation for your dream team!
You do not have to fill in every role internally, but Sales and the Product and Category Manager are essential to have in-house. It is possible to outsource IT, but an in-house IT specialist certainly has advantages. After all, he knows your company's IT landscape better than an outsider. Marketing and Logistics are easier to outsource, because they require less substantive expertise from your company.
Do you really want to go sky-high? Then complete your team with a Data Analyst and a Front-end Developer. A Data Analyst follows all trends and changes in the behavior of your customers and knows how to respond to this. A Front-end Developer develops the storefront of a webshop and is very important in a headless implementation. If you get these roles in-house, you really take the next step towards more eCommerce success. The eCommerce team of your dreams is then complete.