Breaking down business silos for better B2B customer experience

As the “experience economy” continues to permeate businesses and organizations, B2B customers increasingly want the same level of shopping experiences they encounter in their non-professional lives. A Salesforce study suggests 70% of business buyers expect an “Amazon-like” buying experience from their vendors, and 74% of business buyers expect vendors to provide personalized experiences.

These end-users are no longer content with a fixed menu of options-they want more customization, more personalization and better control over their own purchasing journey.

To meet these demands in today’s marketplace, B2B brands need to build credibility and loyalty directly with both their customers and prospects rather than putting the onus solely on distributors. How do they do this? By breaking down the silos of marketing, commerce, sales and service, integrating those functions to align strategy and data, ultimately powering a far superior end-to-end customer experience.

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As Digital Customer Experience Sector Lead at Capgemini, Rich Minns oversees architecture, development, infrastructure, and helps customers envision solutions for engaging, experience-driven commerce websites for clients. He brings over 20 years of executive experience at Top 500 eCommerce Retail companies and has led hundreds of successful commerce launches on numerous different technology platforms.

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Rich Minns

Expert in Digital Transformation, Retail

Digital Customer Sector Leader for CPRD
The best way to explore strategic sources of growth for consumer-product companies is to build and foster better customer relationships, and to have the consumer as the focal point of any long-term strategy.
At Capgemini, I am responsible for driving our Digital Customer Experience initiative within the consumer product, retail, and distribution sectors. My focus is on helping our clients solve challenges in better connecting with their customers and supporting executives with their marketing strategies for consumer engagement, helping them explore new growth opportunities through a number of solutions.
I have managed several large projects across a range of industries, including automotive, life sciences, healthcare, and travel. Apart from digital customer solutions, I also have expertise in managing and delivering projects in order management, warehouse management, transportation, and ERP implementation.
Some of my recent work includes:
Creating and delivering a microservices architecture platform to move a retailer away from outdated technologies, for greater control and a more cost-effective and agile approach. This also improved its conversion and immediately lifted revenue by 4%.
Implementing a direct to consumer (D2C) business model for a manufacturer with $17 billion in revenue. This involved a D2C site, middleware implementation, supply-chain improvements, and third-party logistics recommendations. The result of this D2C site was $350 million in revenue in its first year.
Prior to Capgemini, I held the role of Vice President of IT at my previous company, where I was charged with technology enablement across commerce and supply chain for a $1-billion business.
I live in Long Island, NY, with my wife and two daughters. You might see me there running on local streets and trails in my spare time with my daughters, or training for an ultra-marathon or obstacle-course race.