Business-to-business catalogers have failed to integrate their fulfillment and customer service operations with their online marketing efforts.
That’s the conclusion of Curt Barry, president of F. Curtis Barry & Co., based on the results of an online customer service survey conducted by his firm. In the study of customer service at 12 B-to-B catalog companies, Barry found most failed to give product availability or provide an order confirmation. On the other hand, they tend to ship more quickly than their consumer counterparts.
Leading the pack in overall customer service was MicroWarehouse, with a total weighted score of 57%. The lowest were Viking Office Products and Seton Identification, with 35%. The second highest rating, 53%, was for Computer Discount Warehouse, followed by Ben Meadows at 49%. Though celebrated for its marketing, New Pig scored only 39%.
MicroWarehouse scored highly by giving item availability and volume discount pricing online, and by suggesting alternate products and upselling. The firm also accommodates purchase orders and house credit accounts online, and observes many other standard fulfillment procedures.
In contrast, Viking fails to upsell, put discount pricing online, and provide item availability or suggest alternate products. However, Viking and Reliable Office Products were the only two sites to show list price vs. their price for products. Only 33% of the B-to-B sites noted product availability.
“This is really low,” Barry said. “When I hit the enter key, I’d like to see if the item is in stock or not.The order receipt levels show that these companies have good stock levels. They should trumpet it.”
Barry cautioned that the scores, based on a variety of criteria, do not necessarily indicate one company’s fulfillment is better than another’s. He also said not all criteria fit every catalog studied. All catalogs scored over 30%, the dividing line between a decent and dismal showing. The average score for more traditional telemarketing-based sales is 75% to 80%. Results were presented during the recent Acxiom/Direct Media B-to-B Co-Op in White Plains, NY, and had been commissioned for the event.
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