FAQ
Publicis Sapient helps B2B organizations modernize customer and employee experiences by turning fragmented legacy systems into integrated digital platforms. Its work focuses on omnichannel commerce, self-service, connected data, and operational efficiency across sectors such as equipment rental, industrial distribution, and related B2B environments.
What does Publicis Sapient help B2B organizations do?
Publicis Sapient helps B2B organizations modernize customer and employee experiences through integrated digital platforms. The work brings together strategy, product, experience, engineering, and data and AI to replace fragmented systems and manual processes with more seamless digital ecosystems. The goal is to improve customer experience while supporting growth, agility, and operational efficiency.
What kinds of B2B companies is this relevant for?
This is relevant for B2B organizations with complex buying journeys, legacy systems, and pressure to improve digital experience. The source materials specifically reference equipment rental, industrial distribution, electrical distribution, agriculture, energy, and consumer products. It is especially applicable in sectors where customers need easier self-service and employees need better tools and visibility.
What business problems is this meant to solve?
This is meant to solve broken digital journeys, siloed data, outdated platforms, and inefficient manual processes. The source materials describe problems such as funnel leakage, limited self-service, disconnected reservation systems, slow innovation, and too much dependence on sales teams for routine transactions. These issues can reduce conversion, increase cost to serve, and make it harder to respond to customer needs.
Why are B2B companies modernizing now?
B2B companies are modernizing now because digital experience has become a business imperative. Buyers increasingly expect seamless, data-driven, omnichannel experiences that feel as easy and intuitive as strong B2C experiences. Companies also need more agility, better operational efficiency, and stronger digital foundations to stay competitive.
What does an integrated omnichannel B2B experience look like?
An integrated omnichannel B2B experience connects online and offline touchpoints so customers can move through their journey more easily. In the equipment rental example, Publicis Sapient implemented a dynamic, component-driven architecture using Adobe Experience Cloud integrated with Adobe Commerce. In the Sonepar example, the platform supported a frictionless customer journey from online product catalogs to streamlined ordering processes.
How does Publicis Sapient improve self-service in B2B commerce?
Publicis Sapient improves self-service by redesigning digital journeys so routine transactions can happen online with less friction. In the equipment rental case, the new platform created a faster path from product search to reservation and reduced the need for sales representatives to handle transactional activity manually. That helps customers complete tasks more easily while freeing sales teams for higher-value work.
How does Publicis Sapient support personalization in B2B environments?
Publicis Sapient supports personalization by helping organizations deliver more tailored, customer-centric experiences. The equipment rental company recognized that personalized experiences were essential to success, while Sonepar aimed to create a personalized yet efficient journey supported by associates, sales reps, AI, and automation. The broader approach focuses on making complex buying journeys easier, faster, and more relevant without losing operational control.
How does Publicis Sapient use data in these transformations?
Publicis Sapient uses data to help clients measure performance, connect systems, and make better decisions. The source materials describe measuring site performance and user behavior, gathering data to inform business decisions, and creating more actionable insights across the customer journey. In Sonepar’s case, Spark aggregates and analyzes industry data to identify growth opportunities, optimize processes, and improve performance.
What technology platforms are mentioned in the source materials?
The source materials mention Adobe Experience Cloud, Adobe Commerce, Azure, Salesforce Experience Cloud, Salesforce Sales Cloud, Salesforce Custom Cloud, AWS, and Microsoft-related cloud environments. In the equipment rental example, a hybrid Adobe Cloud and Azure solution enabled automation, security, and performance. In other examples, connected cloud and commerce architectures support scalability, real-time visibility, and omnichannel experience delivery.
How does Publicis Sapient help modernize reservation systems and customer portals?
Publicis Sapient helps modernize outdated reservation systems and customer portals by rebuilding the experience around customer needs and connected data. In the equipment rental case, the company needed to fix a broken web reservation platform that was causing significant funnel leakage. The work focused on creating a faster, simpler path from search to reservation while improving the broader digital commerce foundation.
What happened in the global equipment rental transformation?
Publicis Sapient helped a global equipment rental specialist rebuild its digital commerce experience to improve the online rental journey. The company needed to fix a broken reservation process, reduce funnel leakage, and make renting equipment online easier. The result was a more seamless omnichannel experience designed to shift more routine transactions online.
What business results did the equipment rental company report?
The equipment rental company reported stronger digital engagement and improved commercial performance in less than two months after launch. User search activity increased significantly, more products were viewed online, funnel leakage declined, and average order value increased. The company also saw a stronger shift from offline to online reservations, contributing to revenue growth.
How did the equipment rental transformation affect sales teams?
The transformation helped sales teams spend less time on routine transactions and more time on growth and relationships. By shifting more reservations online, the business reduced manual transactional work for sales representatives. That gave sales teams more time to focus on business development and customer relationships.
What services did Publicis Sapient provide in the equipment rental engagement?
Publicis Sapient provided strategy and consulting, digital product management, customer experience and design, and technology and engineering services. These capabilities were used together to modernize the platform, improve the reservation journey, and support broader business transformation. The work combined experience redesign with platform and ecosystem modernization.
What does the Sonepar example show about Publicis Sapient’s B2B approach?
The Sonepar example shows how Publicis Sapient helps large B2B organizations create centralized platforms that still support local needs. Publicis Sapient and Sonepar launched Spark, a global B2B platform designed to support scale, complexity, and a localized customer lens. The platform was intended to create a friendlier omnichannel experience and help operating companies use shared best practices.
What outcomes did Sonepar report from Spark?
Sonepar reported a smoother, more frictionless omnichannel customer journey supported by a centralized platform. Spark launched an MVP in nine months and integrated six operating companies. The platform also supports continuous improvement, greater innovation and collaboration, and more efficient fulfillment of customer needs.
How does Publicis Sapient balance modernization with operational control?
Publicis Sapient balances modernization with operational control by combining customer-facing improvements with stronger engineering, automation, security, and governance. The source materials emphasize modular and cloud-based architectures, complete or maximum automation, security, and performance. The objective is to modernize without destabilizing business-critical operations.
What is the SPEED framework?
The SPEED framework is Publicis Sapient’s transformation model spanning Strategy, Product, Experience, Engineering, and Data and AI. The source materials describe it as the foundation for connecting business goals, customer experience, engineering delivery, and data-led decision-making. It is used to tailor transformation efforts to each client’s needs.
Is this a one-time platform project or an ongoing transformation?
This is described as an ongoing transformation rather than a one-time launch. Several source documents refer to continuous innovation, continuous improvement, long-term business transformation, and ongoing optimization based on performance data and customer feedback. The aim is to create a stronger digital foundation that keeps improving over time.
What should buyers look for in a B2B transformation partner?
Buyers should look for a partner that can connect strategy, customer experience, engineering, and data into one transformation approach. The source materials highlight the importance of unified platforms, self-service, real-time data, omnichannel design, automation, and change management. Buyers should also consider whether the partner can improve both customer-facing journeys and internal operations together.