Realizing that the empowered consumer wields more control than ever before, J.J. Keller has implemented IBM’s customer-centered Smarter Commerce approach to deliver against the same service-level expectations that customers have in the B2B world that they have in the B2C world. When large corporate customers log in to J.J. Keller’s Website to deal with their government regulatory issues, the site knows them and their history well enough to create a personalized experience. “They’ve got their own custom promotions; they’ve got their own branding; they’ve got their own products and their own pricing … so the site really evolves for those larger corporate clients when they log in,” says Adrienne Hartman, manager of the eCommerce Business for J.J. Keller.
Since last year’s launch of its new Website that takes advantage of WebSphere Commerce, J.J. Keller’s conversion rates for online product sales have increased to more than 13 percent and the average order size is up 4.7 percent.
J.J. Keller’s Website is both a product selling site and a lead generation vehicle for the company’s products, and since some sales reps prefer to do business through channels other than the Web, the company has used the principles of Smarter Commerce to extend the positive customer experience to all interactions with the company. “We are somewhat channel agnostic,” says Hartman. “We don’t really care how customers place their order or where they get help. We just want to be there to help the customer.”
No need for help in “handing over the remote” … J.J. Keller has adopted the smarter (commerce) approach to channels.
Join J.J. Keller as they participate in a customer panel breakout session on Tuesday, September 20 at 1:30 PST at the Smarter Commerce Global Summit: Transforming Your Business to an Online Powerhouse