More and more B2B companies are exploring the possibilities and benefits of client portals. For these portals to be valued and frequently used by customers, there are some crucial aspects to consider.
Creating a user-friendly client portal requires thoughtful planning, as some elements can be difficult to modify later on. In this article, we share five tips on how to create a user-friendly and efficient client portal.
What is a B2B customer portal?
A customer portal is a digital platform where customers can log in to view current prices, manage orders, search for information, and contact customer service or sales representatives. The login provides access to relevant information, such as negotiated discounts, specific delivery options, and contract management details.
For customers, this means 24/7 access to a support channel, allowing them to manage most of their interactions with your company on their own. For businesses, it results in greater customer satisfaction while reducing administrative workload.
Ultimately, a B2B client portal is a strategic investment that enhances customer satisfaction and loyalty, while freeing up your employees to focus on value-adding activities.
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The foundation of a user-friendly customer portal
A user-friendly client portal should be designed with users in mind – specifically, your customers. It's essential to think carefully about what should be included on the platform:
- What integrations to other systems are required?
- What functions will customers need access to?
- How should the information be structured and presented?
Below are five tips and ideas to help you create a truly user-friendly client portal.
1. Focus on security and flexible access
Customers want to feel secure when sharing their information. To achieve this, build robust security features such as two-factor authentication and secure data transfer from the beginning.
Many customers may also want multiple users to access different sections of the platform. Therefore, it's vital to offer the option to create individual login profiles, allowing customers to decide the access rights for each user.
For example, some users may need access to the reference library, while only certain individuals can place orders. This creates a secure and flexible environment, ensuring that customers feel comfortable using the client portal.
2. Provide customers with tailored information
One of the main benefits of a B2B client portal is its ability to offer customer-specific information. Different customers may have varying discounts, special delivery options, or specific contract terms. In some cases, recurring or automated orders for certain products may also be desirable.
All of this can be easily achieved by integrating your client portal with your ERP and CRM systems. This integration creates a personalized experience, displaying only relevant information for each customer.
3. Simplify order management in the client portal
Order management should be straightforward for customers. For example, they should be able to repeat previous orders, create quick orders through a simplified process, or auto-fill forms. By making the ordering process as easy as possible, customers are more likely to use the portal regularly.
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4. Make it easy to find information
When a customer encounters a problem or has a question, they should be able to find answers quickly. The best way to achieve this is by collecting user manuals, FAQs, troubleshooting guides, and customer service contact information in a reference library.
This library must be searchable so customers can easily find what they're looking for. Remember that users may have different preferences for locating information, so provide multiple ways to access the same content. Here are some practical ideas:
- Clearly label the reference library in the menu.
- Link to relevant documents from each product page.
- Provide a button to contact customer service on both the login and order pages.
- Include a functional search feature that allows customers to find answers from anywhere within the portal.
5. Make the client portal responsive and visually attractive
It may seem obvious, but the client portal must be accessible from desktops, tablets, and mobile devices without compromising functionality. Ensure that the portal is responsive, adapting to different screen sizes seamlessly.
The visual aspect is equally important. Users may be reluctant to engage if the portal appears outdated or visually unappealing.
Aim for a modern, user-friendly interface that reflects your brand. Invest time and effort in creating a visually appealing and intuitive portal. Ultimately, you want to create a platform that people will genuinely want to use.
Summary
Following these tips increases the chances of developing an effective client portal that customers will want to use. Continuously seek feedback from your customers, as they may provide valuable insights for improvements.
Technology evolves rapidly, and what works today may become outdated quickly. That's why viewing your client portal as a living feature that grows alongside your company and your customers is crucial.
Do you need help creating an attractive, efficient, and user-friendly client portal? Contact us at Litium. We specialize in enhancing digital customer interactions.