Because so much attention is given to CX in B2C (business-to-customer) settings, it can be easy to overlook its critical importance in B2B success. B2B relationships are more complex, typically involve multiple stakeholders and last longer. For companies that sell B2B products and services, the stakes are high when you consider that one transaction can equal multiple B2C sales. Lose one B2B sale, and revenue can take a major blow.
As much as organizations are driven to acquire new customers, building and maintaining relationships with the existing customer base is the key to B2B success. They not only generate most of the revenue for B2B companies but also cost less to retain and are more likely to provide valuable referrals.
- 72% of revenue comes from existing customers — more than 2X the amount coming from new pipeline.
- Attracting a new customer is 7X more expensive than retaining an existing relationship.
- Current customers can generate up to 95% more revenue.
This is why delivering excellent customer service is so important.
From transactions to trusted partnerships
Providing exceptional B2B customer service is important for customer retention and building deep, value-driven relationships, but how can it be done effectively? The answer lies in customer centricity — putting your customers at the center of everything you do.
B2B partnerships should be seen as long-term collaborations rather than one-time transactions. To create a standout B2B customer service experience, take the time to understand your partners’ needs, pain points and business goals.
5 strategies to enhance the B2B customer service experience
1. Build a framework for growing your CX teams
A strong B2B customer experience starts with a well-structured, knowledgeable team. To achieve this, your brand should invest in developing your employees’ skills. Offering training in both technical and interpersonal skills should be an ongoing part of your company’s routine. Additionally, specialized training in B2B customer service can help your team deliver solutions that drive business success.
2. Omnichannel is a must-have for B2B
As B2B buyers continue to embrace digital solutions, the need for a seamless omnichannel experience is a must-have. A recent McKinsey survey reveals that over 50% of decision-makers demand a fluid, interconnected journey across all touchpoints. With an average of 10 channels used throughout the buying process, companies must provide an integrated approach where customers can transition effortlessly between self-service digital options and human interactions. Failing to deliver this could result in lost opportunities to competitors.
3. Regularly collect and act on feedback
Brands that actively listen to their customers and act on the feedback create better customer service experiences. So don’t wait for issues to arise. Proactively gather feedback from customers so you can identify areas where your contact center may be falling short. Consider sending out customer satisfaction surveys or feedback forms after each interaction. This information can help you identify trends or common issues. Collecting feedback should be a regular practice to continuously improve your B2B customer service approach.
4. Build strong relationships and offer rewards
Loyalty isn’t just for B2C customers. Rewarding loyal B2B customers is one of the best ways to show appreciation. Consider offering discounts, exclusive deals or other incentives to strengthen relationships and encourage repeat business. A thoughtful B2B customer service approach that acknowledges and appreciates clients will build trust and long-term commitment.
5. Create an emotional connection
Humanizing B2B customer service can help establish a caring and supportive relationship with your customers. Understand their unique challenges and offer tailored solutions. Whether B2B or B2C, developing soft skills within your team will result in better customer interactions and deepen relationships.
Elevate your B2B customer service for lasting success
By focusing on these strategies, your company can elevate its B2B customer service approach and build long-lasting, successful business relationships. Remember, great service is about more than just meeting expectations — it’s about exceeding them to create experiences that drive loyalty and long-term growth.
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