CPQ solutions need a structured approach for choosing and implementing the right platform. The foundations include the technical requirements like connectivity with existing systems.
Yet based on the current landscape, there is an additional factor to keep in mind: the user experience of a configure, price, and quote (CPQ) platform.
Ultimately, it is the user experience that drives the desire for greater business value. It aids the sales process and caters to sets of consumers and even individual consumers through personalization.
On the other hand, a poor user experience is going to have the effect of slowing down sales activities as well as software. And ultimately, a poor user experience is no longer going to be accepted by digital users.
With this in mind, what takes precedence when it comes to developing and implementing a CPQ solution?
Based on ArganoUV’s experience with plenty of clients, there are a handful of keys to success which can help to guide the implementation process in the desired direction.
A core part of the application of CPQ software is to be used by the end customer – either on its own or together with a salesperson. This is particularly the case in B2Bs, with common examples being car configurators that are seen on websites of all of the large car manufacturers.
Two critical factors for CPQ UX success are the ease of use and the individual user journey.
Ease of use
When it comes to the ease of use, there are plenty of complex product configurations. When you build out CPQ software, it’s often a temptation to attempt to mirror the complexity. Yet the reason for a strong CPQ solution is to eliminate as much as possible this complexity.
In terms of B2Cs, a configurator is a key tool for the sales funnel and as such it has to appeal to the users that are thinking about buying a specific product.
Individual user journey
Again, the complexity that is inherent in many products that are sold in CPQ solutions means that there are large differences ad varying levels when it comes to the expertise that potential customers have.
As a consequence, a strong CPQ solution has to enable – at the very least – two unique digital journeys for different types of customers. Have one journey for customers with limited knowledge with easily understandable information and a more comprehensive and complex journey for customers with greater experience and understanding.
What about when a salesperson is the main user of a CPQ platform?
Salespeople often are the main people that are scouring the internet for solutions – this is particularly true in certain industries such as industrial goods, which tend to be tailored to individual customers.
Fundamentally, the needs of a salesperson are different from those of a B2C customer and as such the factors that go into the UX are different.
The two factors to keep in consideration are efficient usability and tactical user journeys.
In terms of efficient usability, the UX for a salesperson is more about a quick and efficient experience, rather than an easy and understandable interface.
That’s because salespeople already have expert knowledge of the product as well as strong experience with CPQ tools, which means an explanatory UX is not as relevant. Instead, sales staff need to navigate the CPQ tool fast and with granular levels of detail.
Instead, the number one objective is to support sales meetings and facilitate sales meetings of staff with potential customers.
In terms of tactical user journeys, salespeople need to be able to access all of the potential information that is required at all levels of detail as well as tailor journeys to the stage at which the sales process is currently in.
With our deep background in CPQ implementations, ArganoUV supports your organization’s ambitions from the strategy phase through to implementation and continuous services.
Simply get in touch with us about your CPQ ideals.