Before building a successful digital strategy, companies must understand what customers expect from the new technology, say Robert Kelley and Dean Mueller, partners at Real Results Marketing, in The ROI Case for B2B E-Commerce.

“Companies often decide on technology by selecting a platform and integrating with ERP,” Kelley and Mueller say. But this lack of customer-focused strategy can lead to a poor match.

Knowing what features and functionality customers need and expect provides the foundation to a digital road map and selection of the right e-commerce platform.

A digital strategy focused on customer needs also helps increase return on investment by reducing the cost to serve (by making transactions easier and less prone to error) and generating additional revenue (by increasing customer retention and purchases).Being able to meet customer expectations and needs can keep your customers loyal, which leads to increased business.

Read more about the importance of creating a customer-focused digital strategy in The ROI Case for B2B E-Commerce.