In our digital economy, the thought of going to a broker for your home or car insurance seems quaint. Instead you search a price comparison site to find the best deal, or just buy direct.

Whether it’s Google or Go Compare, there is still an intermediate involved, just a digital one. And while this kind of digital disintermediation has happened in many consumer markets, it’s less prevalent in B2B markets.

Many of those sectors still use brokers, dealers and resellers to bring together end-users and the companies that manufacture or deliver products and services.

The danger for those intermediates is that they will increasingly lose out as former partners and suppliers leapfrog them to go direct, or new digital platforms do to them what price comparison sites did to Independent Financial Advisors.

Why customer relationships are more important than ever

Digital technologies enable customers to interact with companies in new ways which are faster, richer in information and more convenient. What’s more, customers used to instant interactions via social media and mobile apps now expect that sort of service from every company.

In the digital world, the company that makes it easiest for a customer to find a great deal and complete a purchase is more likely to win the business. And the company that provides great service and proactively adds value will keep that business – even if they are more expensive.

Owning more of the customer relationship

In many B2B sectors, a given product or service can be delivered by a chain of suppliers. Each company involved in the delivery of the product or service has a different relationship with the end-user and may be required to intervene at different times.

If you’re a broker or other intermediary, your relationship with customers usually begins and ends with the sales process and may only pick up again a few years later at contract renewal time.

To remain relevant and add value, intermediaries must have much closer, more direct relationships with their customers. They must also lower barriers to purchasing by making it easier, more convenient, or cheaper for customers to use an intermediary than go direct.

Make it easier to buy

Assuming they can get the attention of prospects, intermediates face two problems in completing sales:

  • Getting the right information to customers so they can make an informed decision.
  • Ensuring the purchase or onboarding process is smooth so that the sale goes through.

In the consumer world, price comparison websites have demonstrated that not only is it possible to take lots of information from different suppliers and display it in a coherent way that makes sense and allows direct comparisons to be made, but that suppliers will get on board and provide that information when it’s shown to be in their best interests to do so.

For an intermediary, having access to price and product information from more suppliers enables it to give more accurate, more useful, and of course faster quotes. The next step is to make this tool available for customers to use across multiple channels rather than keeping it for your own staff to use to produce quotes behind the scenes.

Adding value all the way

Once a customer decides to make a purchase, the process of gathering the information needed to finalise the contract and onboard the customer is left in the hands of the chosen supplier. This leaves one of the most important steps in the customer relationship in the hands of a third party.

Taking control of that process by implementing your own contract management system enables you to maximise the conversion rate of your potential customers, deepens the relationship with customers, and gives you more data on customers’ needs to craft the best solution for them.

Off-the-shelf CRM and case management software solutions can be purposed to track and manage customer applications from start to finish. Getting them to make API calls to suppliers’ systems to send or request information and get prices is routine these days.

The same CRM system could also be used to provide customer service throughout the term of the contract. Again, it only requires light integration via APIs with suppliers’ systems to get data on customers’ usage patterns, billing cycles, service issues, and so on.

The crucial point is to make everything as convenient and efficient as possible for the customer. Ideally, they would need to do almost nothing at all.

Infinity Efficiency

Infinity Efficency is a suite of tools that combine to empower businesses and teams to design, optimise and run all types of business processes using their existing technology. 

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Infinity Efficiency

Infinity Efficiency

Infinity Efficency is a suite of tools that combine to empower businesses and teams to design, optimise and run all types of business processes using their existing technology. 

EXPLORE INFINITY EFFICIENCY

Infinity Efficiency

Infinity Response

Trusted by one of the largest and busiest emergency response agencies in the United States. Infinity Response supports emergency services agencies’ ability to rapidly and accurately process calls for police, fire and medical emergency assistance.

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Infinity Reach enables healthcare organisations and hospitals to deliver the best patient experiences, convert enquirers into loyal patients, comply with quality targets, and meet strict budget requirements.

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Workflow

Infinity Workflow gives you the ability to create workflows that guide agents through transactions quickly. Like a satnav, the best route will be calculated based on agent input and customer response.

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Infinity Workflow

Unified Agent Desktop

Equipping agents to successfully serve customers. Infinity’s Unified Agent Desktop solution brings existing data and systems into a single desktop. This removes the need for agents to navigate different systems to find information and provides them with the tools needed to service the customer within one application.

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Unified Agent Desktop

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Discover your data, improve business processes and spot opportunities. Infinity Analytics makes connections between multiple data points to tease out business insights and trends that might otherwise remain hidden. The ability to take raw data, crunch it and churn out richer, summarised, cross-referenced data is extremely valuable, enabling people to turn it into insight and opportunity.

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Outbound Performance Management

A proven, cost-effective call centre solution that uses Artificial Intelligence Techniques (AI) to automate outbound dialling. Save your contact centre time and money when making a significant number of outbound calls. Non-productive tasks, like manual dialling, are automated, leaving users to concentrate on talking to customers.

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Messaging

Consumers have long since gone digital, and now expect to be able to contact any organisation via whatever channel they like. Using our smartphones to discover products, place orders, make payments, and access customer service is just second nature now. Companies that don’t facilitate this run the risk of seeing their customers defect to competitors that do.

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Messaging

Self Service

AI helps to make products and services better for customers and more profitable for sellers and providers. Self-service solutions are generally either voice or text-based, however both use similar Natural Language Processing technologies behind the scenes, including speech/text recognition, text-to-speech, and speech-to-text.

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Callmedia

Leverage multiple outbound channels. Create seamless, cross-channel conversations to increase customer satisfaction and eliminate repetition.

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Callmedia

Business Process Outsourcing (BPO)

Infinity CCS offers a customised and efficient business processing service to ensure that your clients receive the best customer experience they deserve. Keeping in line with your brand and your business ethos, Infinity invests time in getting to know your business and your client products, ensuring that the right scope of requirement for your project is captured.

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Business Process Outsourcing (BPO)

Business Process Outsourcing (BPO)

Infinity’s innovative approach built on real customer service challenges and improving the user’s abilities to deliver on customer experience has meant that Infinity has been chosen by five of the largest BPOs in the world.

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Business Process Outsourcing (BPO)

Emergency services

A persistent pain point for emergency services is that they cannot write workflows or introduce changes to enhance and optimise response for incoming emergency calls. Infinity has reinvented emergency response by bringing the expertise of the world’s largest and most successful contact centres to emergency services.

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Emergency services

Hospitals

At Infinity, our mission is to empower hospitals and healthcare providers to improve quality of care via telephone and other channels by providing workflow and scripting software that clients can completely customise, without enlisting the IT department.

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Hospitals

Insurance

Boost sales and retention by putting customer experience at the heart of your processes. Infinity has worked with Union Insurance, Post Office Life, Sainsbury’s Bank and AIG. Infinity’s end-to-end solution allows brokers to quote, facilitate, manage and deliver a more transparent service to customers from one end of the lifecycle to the other.

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Insurance

Utilities

In the energy industry, the product cannot be differentiated, and customer loyalty is essentially non-existent due to the masses of competitors. Customers are enticed by price and kept by service. Infinity’s solutions help energy brokers empower customers with proactive and personalised care.

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Utilities

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Learn more about what we do at Infinity, leading provider of software solutions that optimise efficiencies and outcomes for key organisations that require effective dialogue with their constituencies, be they clients or the general public.

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