You offer high-end software programs customised according to your client’s needs, you speak at and attend industry events, and you products are well-worth their prices. You probably have a huge customer base because of these. These customers, however, will not remain loyal to you for long, unless you are meeting their service expectations.
Customer experience has been a major focus for all B2C companies. Delivering excellent customer service ensures customer loyalty and retention and this is something that most B2B companies fail to understand.
However, the mindset of such companies has begun to change. They have come to realise that nothing can replace a wonderful customer experience, regardless of whether that customer is an individual or a company.
Business-to-business companies that are putting more effort on customer service are experiencing better revenues, and this scenario is not likely to change in the near future.
What you as a B2B company owner need to understand, is the fact that even during a B2B transaction, an individual is involved. That individual is a representative of the entire company but is just like any other customer.
Let’s expand along these lines and see why excellent B2B customer service has become more important than ever:
Because B2C Customer Experience is Improving Day by Day
B2C customer service has proven to be way better than B2B customer service. It has been proven by many surveys that most B2B customers are dissatisfied and unhappy with interactions they had with the companies.
Customers no longer distinguish between B2B and B2C companies, though they work differently. B2C companies have already set a high standard when it comes to customer service and the same is expected from B2B companies as well.
In fact, B2C companies know that customer service is one area on which they can easily gain a competitive edge. Customers prefer to deal with companies that are available 24×7, reply promptly, and ready with resolutions for their problems. Most B2C companies make use of latest customer service software programs and have a customer service team to ensure their customers get the best. And these things are not very common in the B2B scenario.
However, today’s customers settle for nothing but the best and will most likely replace you, unless you deliver top-notch customer service. Whether it is a software program that is used in an office or you sell workplace essentials, it is important for you to have their back, when your product goes wrong. Ensure you always have someone to answer their queries and address their complaints.
Because It Helps Improve Customer Relationships
Delivering great customer experiences is no longer a choice. It is true that B2B customers won’t most likely choose a competitor or abandon you due to poor customer services. However, the impact of customer service on long-term relationships is on the rise.
This means that if you want your customers to keep coming back to you to make new purchases, you will have to offer them good experiences. In a recent survey, it has been proved that 86% of the customers come back to the same store to make new purchases where they receive great customer service. In the same study, it was also shown that satisfied and engaged customers made more purchases annually.
One thing that you need to understand is that delivering excellent customer service is just not because you have to keep up with your competitors. It also has a positive influence on the brand and on the performance of the company as well. B2B companies with improved customer service will most likely experience an increase in revenue, higher client satisfaction, and even a reduction in the operational costs.
However, in order to enjoy these benefits, it is imperative to develop an effective customer service strategy. And this strategy will depend on the industry you are in and the types of clients you have. It also depends on your budget.
Now that you know the importance of excellent B2B customer service, take a look at how you can offer the same.
Tips to Deliver Excellent B2B Customer Service
In order to offer the best customer service to your customers, there are a few things that you need to do and they are:
- Invest in Latest Technology: Technology is ever-changing and everything is becoming digitalised. Make the best use of technology and tailor it to meet your customer needs. Have a customer service software program that can solve your customers’ problems on the go or at least be available 24×7.
- Customisation is the Key: While customer service software programs are helpful to a certain extent, it cannot replace human touch. Offer personalised customer service for the best results. There are times when customers would want to interact with a person directly. Also, machines cannot solve all problems. Make sure to invest in a competent customer service team.
There is a lot that you need to do to deliver excellent B2B customer service. And regardless of whether you run a B2B or a B2C company, remember, customer service has a very important role to play. It is always easier to retain customers than look for new ones.