Although in a B2B world, users are regarded collectively through the prism of a single organization, their convenience and satisfaction are your top business priority. After all, all business interactions happen between people, and it’s still people who make business decisions and buy products behind the technological curtain. By prioritizing user management, you’re killing two birds with one stone: while improving your current interactions with customers, you are also working on retaining your relationships.
Before diving into user management in B2B, let’s reiterate a few key points from our last article on personalization.
In B2C, an account typically belongs to a single individual user who makes decisions independently and thinks of a shopping experience as entertainment. In B2B, on the contrary, the account structure is complex and involves multiple business units and individuals; decision making is systematic, and shopping is someone’s job.
We’ve highlighted the above points because a good user experience and management involve accommodating the user’s decision-making process. Bearing that in mind, in this article, we’ll look into such B2B user management components as user registration, approval workflows, access levels, and permission.