(credit image/Pixabay/Gerd Altmann)One of the fundamental challenges of business, is the fact that data is often held in disparate databases and platforms. To resolve this issue MetaCX, has launched MetaCX Integration Hub. The hub is first iteration of a multiphase integration roadmap to enable B2B digital transformation in enterprises and SaaS companies.

The company has structured a three-part plan to unify digital touchpoints to support B2B customer experience. The roadmap will link data exchange and value creation between suppliers and customers as part of a B2B business network. The vision will be fulfilled in three phases, “Integrate,” “Consolidate” and “Converge” with the launch of this first iteration.

(Image credit/LinkedIn/Scott McCorkle)“We’ve seen scarcely little digital transformation happening in B2B,” said Scott McCorkle, co-founder and CEO of MetaCX. “This project represents the fulfilment of our founding vision to digitally transform B2B supplier and buyer relationships. This will be achieved by aligning companies around the outcomes they expect to achieve. Together with live performance data in a shared digital space that keeps everyone informed and on track.”

Integrate: MetaCX Integration Hub

The MetaCX Integration Hub will provide access to over 200 SaaS tools and data sources. The hub is expected to enrich the collaborative experience with customers across the lifecycle, with over 30 integrations available now. This includes CRM platforms like Salesforce, HubSpot and Microsoft Dynamics. In addition to customer success management platforms like Gainsight; product analytics tools like Pendo and Mixpanel. CDPs like Segment; and data warehouses like Snowflake and Google BigQuery.

Integrating with data sources makes it effective for suppliers and their customers to create and monitor performance metrics aligned. This will be essential to ensured achievement in a shared success plan.

Consolidate: Composable experiences

Many B2B companies deliver cumbersome customer experiences due to siloed and disconnected teams, tools and touchpoints. Analysts have suggested this is a barrier a unified experience. Phase 2 of MetaCX’s initiative will provide a way to compose functionality from a variety of tools. This will ensure one connected experience for customers. For example, support tickets, contracts and agreements, project details, and status can be unified in one digital space. Such a space would be centered around the target outcomes of the relationship. This shared success plan is expected to becomes a coherent customer experience that consolidates all digital interactions as one.

Converge: Embedded success plans

For B2B, digital transformation can be defined as the blurring of distinction between a digital product and the customer experience. Phase 3 of the initiative allows unified experience created in the “Consolidate” phase embedded directly into a company’s software applications. MetaCX says this will create digitally transformed experience, adding value to and driving engagement with core digital products.

Gartner defines the future of sales as “the permanent transformation of organisations’ sales strategies, processes and allocation of resources. Moving from a seller-centric to a buyer-centric orientation and shifting from analog sales processes to hyperautomated, digital-first engagement with customers.” Contributing to this transformation is what Gartner calls “digital sales rooms.” Integrated digital spaces composed from select data sources and applications to unify the buyer and customer experience.

The launch of the MetaCX Data Integration Hub comes after the company’s partnership with Valuzie, a consulting firm. The partnership will create Co.Lab, a venture to help organisations build prototypes of customer experience management applications. These prototypes could then be incorporated into larger corporate digital business transformation initiatives.

Enterprise Times: What this means for business?

The challenge that most businesses face is the lack of processes for consistently managing customer experiences. There may be a team that is tasked with that responsibility, but it is usually made up of customer service representatives and project managers that don’t often directly engage customers unless an issue has arisen. By that time, the customer is usually well on their way to being unhappy. MetaCX transforms how suppliers and buyers collaborate and win together with shared success plans backed by live performance data.

The MetaCX Integration Hub is the first step toward full unification of the B2B customer experience. Subsequent phases of this strategy will be delivered and announced in the coming months. Could MetaCX be on the road for developing a unified data model? For enterprises to get a 360 degree understanding of customers, having access to comprehensive data is essential. Enterprise Times will just have to keep a close eye on MetaCX. To see if the company fulfils the outstanding iterations of its vision – “Consolidate” and “Converge.”


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