In today’s fast-paced digital world, B2B companies face a common challenge: delivering an efficient, customer-centric experience that meets the unique demands of their diverse customer base. I recently had the opportunity to sit down with Allen Rigby, Product Owner for Digital Customer Experience and Lead-to-Order at NHP Electrical Engineering Products, who shared insights into NHP’s digital transformation journey and how they have navigated the complexities of their business model to better serve their customers.

A Complex Business Model: Adapting to Diverse Customer Needs

NHP Electrical Engineering is no ordinary company. Founded in 1968, it operates as both a manufacturer and distributor, offering a broad range of products—from simple on-off switches to complex factory automation solutions. This dual role creates a unique set of challenges, particularly in managing varied customer needs across segments like automation, contractors, and systems integrators.

“We have to be a lot of things to a lot of people, but we pride ourselves on that,” says Rigby. NHP’s customer base is as diverse as its product range, and meeting their distinct requirements is no small feat. Whether it’s a contractor looking for a single item or an automation customer with complex needs, NHP’s goal is to deliver a seamless experience tailored to each customer segment.

Building a Customer-Centric Digital Platform

NHP’s digital transformation has been a long journey, and like many companies, they initially made assumptions about what customers wanted. Over time, however, they fine-tuned their approach by creating tighter feedback loops and involving users—both internal and external—in the design process.

One key takeaway for NHP has been the importance of listening closely to customers, even when they may not fully know what they need. “If you listen for long enough, you’ll pull out those little bits of useful information,” explains Rigby. This iterative process has helped NHP build a platform that not only meets current needs but is agile enough to evolve as customer demands change.

Product Selectors and Recommended Accessories: Enhancing the Pre-Sales Experience

A significant portion of NHP’s online traffic comes from customers seeking pre-sales product selection assistance. To meet this demand, NHP has made substantial investments in expanding its suite of product selectors. These tools simplify the process of finding the right product to meet specific technical requirements, providing customers with intuitive, user-friendly options to make informed choices.

“We’ve upgraded our Product Details Pages to include related accessories,” Rigby notes. NHP’s Product Managers have worked to build connections between products and their compatible accessories. This is presented through a visual carousel showcasing the most popular accessories, as well as a detailed list of all accessories available for a given item. This not only enhances the user experience but also provides an opportunity to drive additional sales through cross-selling relevant products.

Streamlining the Checkout Experience: Simplicity Over Complexity

One area where NHP has made significant strides is in simplifying the checkout process. While it may not seem like a “showstopper” project, Rigby emphasizes that small efficiencies, like reducing the number of clicks required to complete a purchase, can make a big difference in customer satisfaction.

“Our goal was to remove as many roadblocks as possible,” says Rigby. By focusing on making the basic functions of their eCommerce site as efficient and enjoyable as possible, NHP ensures that customers can move through the purchasing process quickly and focus on more valuable tasks within their own businesses.

Driving New Business Through Digital Channels

Interestingly, NHP’s digital platform is not just about transitioning existing customers from offline to online; it’s also a powerful tool for driving new business. “Our eCommerce revenue has increased by about 24% in the last financial year,” Rigby shares, adding that the platform is attracting new customers, not just existing ones. This growth reflects a broader trend in B2B eCommerce, where offering customers the flexibility to choose how they interact with a company—whether through traditional channels or digital platforms—can open doors to new opportunities.

Bridging the Gap Between Sales and Digital Teams

One of the more challenging aspects of NHP’s digital journey has been integrating the digital team’s work with the traditional salesforce. “The relationship is constantly evolving,” says Rigby, acknowledging that some sales team members were initially resistant to the digital shift. However, by demonstrating how digital tools can help reduce noise and free up salespeople to focus on more valuable tasks—like solving customer problems rather than chasing backorders—NHP has gradually brought the sales team on board.

Real-Time Status Information: Enhancing Transparency for Customers

Another notable feature that NHP recently introduced is real-time status information for made-to-order items. This feature allows customers to track the status of their orders directly on the platform, reducing the number of questions sales teams have to answer and providing customers with the transparency they need.

“This is especially important for our wholesaler channel,” Rigby notes, as it allows different parties in the supply chain to access up-to-date information without having to make calls or send emails.

Looking Ahead: The Future of Digital at NHP

As NHP continues to evolve its digital platform, Rigby emphasizes the importance of remaining agile and customer-focused. “The insights and feedback from customers are everything,” he says. Having spent time in various roles within NHP—including sales, marketing, and engineering—Rigby brings a unique perspective to his role as a product owner. His key takeaway? “It’s all about making the customer’s job faster and easier.”

With their migration to a more flexible, cloud-based platform well underway, and enabling personalization to show customers products and content based on their industry and personal needs, NHP is well-positioned to continue its digital transformation. As Rigby puts it, “We’re not planning to become digital-first anytime soon, but for certain customers, that’s exactly what they want—and we’re making sure we can offer that.”