The background
B2B organisations must offer the same convenience, transparency, and responsiveness expected in B2C experiences. Without a dedicated B2B portal, businesses often struggle with inefficiencies impacting their internal teams and customer satisfaction.
Manual order processing, reliance on email or phone for support, and a lack of real-time access to account and order information can lead to delays, miscommunication, and operational bottlenecks. Sales teams become overwhelmed with administrative tasks, while customers are left frustrated by limited self-service options and slower response times. Over time, these issues erode trust, reduce sales performance, and limit a company’s ability to scale effectively.
The challenge
Looking to lead in a fast-moving and increasingly online industry, the digital infrastructure underpinning this goal was not keeping pace with the expectations of modern buyers and B2B partners. The business faced several pressing issues:
- Limited online ordering capability: Customers could not intuitively create quotes or place orders via the online portal, leading to delays, incorrect information, and lost sales opportunities
- Manual internal processes: Sales teams were tied up with manual quote conversion and order processing, reducing their ability to engage in value-adding selling
- Limited customer self-service: Account information was not easily accessible online, forcing customers to rely on phone and email for essential support
These limitations compounded, impacting productivity and overall customer experience, ultimately affecting Cequent’s ability to scale efficiently.
The solution
NOW Digital partnered with Cequent to design and develop a digital sales portal powered by Umbraco. With a customer-first mindset, we aimed to deliver a seamless, end-to-end experience that empowered customers and freed their salespeople for higher-value work.
The impact of this project was both immediate and long-lasting:
Online quote and order optimisation
Cequent enabled an online portal for stockists and installers to create or retrieve quotes and produce orders online in real-time, creating a more frictionless and responsive buying experience. Significantly reducing order processing times has helped capture sales previously lost due to delays or manual errors.
Improved sales productivity
Sales teams were freed from repetitive manual tasks, allowing them to focus on relationship-building, upselling, and strategic initiatives. This shift has contributed to higher-value sales conversations and stronger customer relationships, directly supporting revenue growth and long-term business development.
Enhanced customer experience
The new portal gives customers real-time access to account information, order tracking, and faster support responses. This has elevated the level of service, improved customer satisfaction and loyalty, reduced support team workload, and positioned Cequent as a more responsive and customer-centric partner in a competitive B2B environment.
This project marked a foundational step in Cequent’s broader digital transformation journey. With a future-ready platform, the business can explore opportunities to expand its digital capabilities — including predictive inventory management, deeper CRM integration, and data-driven insights to personalise the customer journey.