Skip to main content

The technology-enabled assist

Enhancing customer service with digital tools.

In the building supply business, success comes from helping your customers be the hero. 

When customers are empowered and informed, they can support their customers more effectively, which, in return, makes them more loyal to you. LBM dealers who integrate technology while maintaining a personal touch can enhance the customer experience and drive business growth. It's not just about delivering products—it's about offering exceptional service and tools that help customers succeed, which builds long-term loyalty and drives sustainable growth.

Using technology to enhance customer interactions

A common misconception in the industry is that incorporating ecommerce or online solutions might dilute personal relationships with customers. However, smart dealers understand that technology can complement—not replace—those connections. What dealers need is “the assist”—or a way to use digital tools to enhance their customer interactions while maintaining the high-touch service that their customers value.

Here are three ways LBM dealers can leverage technology to strengthen their customer experience:

1. Make a great first impression with a welcoming online presence.

In today's market, having an online presence is a necessity. But for dealers, it’s not just about selling products online; it’s about giving customers a way to easily research inventory, pricing and availability before they step foot in your store or pick up the phone.

According to Schneider Research, 74 percent of B2B or commercial buyers prefer to research online before making a purchase decision. This underscores the importance of your ecommerce site as an essential first point of contact. A well-organized site that clearly lists product categories and brands not only helps customers quickly assess your offerings but also sets the stage for a meaningful connection once they reach out.

2. Complement traditional sales with digital tools.

Digital tools are an extension of your sales team. By offering online account dashboards with real-time inventory data, pricing, order tracking and payment options, you enable customers to handle time-consuming tasks—like tracking an order or checking product availability—quickly and easily. This streamlines their experience and frees up your sales team to focus on the human touch by offering personalized recommendations, troubleshooting and creating lasting relationships.

These digital tools don't replace your sales team; they enhance the customer experience by removing friction and speeding up the process. For customers, being able to quickly access this information can make their day easier and improve their ability to serve their own clients—transforming them into heroes in their own right.

Male warehouse worker wearing uniform working with labtop computer in wooden warehouse storage; Shutterstock ID 2355623905
Technology should enhance (not replace) the human touch.

3. Streamline processes to save time and reduce errors.

In the hardware and building supply world, time is money. 

Implementing integrated systems that connect inventory management, purchasing and quoting functionalities reduces the manual work and potential for errors that can come with traditional methods. These streamlined processes make tasks simpler for both your team and your customers.

When your processes are efficient, you can focus on adding value where it matters most—whether that’s offering cost-saving alternatives, delivering quicker service or finding the perfect product for a customer’s project. An error-free, streamlined process shows customers that you respect their time and value their business.

For example, a cloud-based, online account management module can provide customers with a digital dashboard for payment options from anywhere, resulting in seamless, consistent and timely payments.

Empowering customers for long-term success

The ultimate goal of blending technology with personal service is simple: help your customers succeed, and they will reward you with their loyalty. By giving your customers the tools they need to be more effective in their work, you elevate their status, making them the hero in the eyes of their own clients. And when they succeed, they’ll turn to you again and again to help them win.

Here are two ways you can empower your customers and build long-term loyalty:

  • Provide instant access to information.

In a fast-paced LBM industry, contractors, builders and project managers need access to real-time information—whether that’s a quote, delivery schedule or inventory check. By offering an easy-to-use digital platform, you give your customers instant access to the data they need to make quick, informed decisions.

This level of empowerment strengthens your customers’ trust in you as a reliable partner. They know they can count on you for accurate information when it matters most.

  • Strengthen relationships with exceptional service.

Technology gives you back valuable time that can be reinvested in building stronger, more personalized relationships with your customers. The more you know about your customers, the better you can tailor your offerings, recommendations and follow-ups to meet their specific needs. Consistent communication and attention to detail show that you are invested in their success, not just the sale.

Building these relationships takes time, but with the support of technology, you can ensure every interaction counts. Over time, these efforts will help you create long-term, loyal customers who view your business as an essential partner in their success.

Conclusion

Dealers that prioritize customer experience by balancing technology with personalized service will come out on top. By providing customers with the tools and support they need to succeed, you make them the hero in their own story. And when your customers win, so do you. Investing in technology to streamline processes and empower customers isn’t just good business—it’s the path to long-term growth.

Chris Fisher is VP of global ecommerce and VP of partnership at ECI Software Solutions. He’s responsible for overseeing the software operations for building materials industries across multiple geographies, leveraging his proven track record in developing and managing B2B SaaS solutions.

More Blog Posts In This Series

X
This ad will auto-close in 10 seconds