Business-to-business (B2B) companies have a different set of dynamics with their customers. As such, they require a customer service strategy that aligns with the unique needs of their customers.

B2B customers value a good customer experience (CX). Around 80% of B2B purchases are influenced by customer experience, while 20% are influenced by price or product.

B2B companies are becoming increasingly aware of the power of customer experience in maximizing revenue. In Adobe’s 2023 State of Digital Customer Experience, 84% of B2B executives said CX is a top priority in their company.

What should you consider when developing a B2B customer service strategy? We outline seven best practices for B2B customer service.

How B2B Customer Service Differs From B2C Customers

B2B customer service focuses on long-term, relationship-driven interactions with commercial businesses. B2B customers have longer sales cycles. You may have fewer customer interactions along that cycle but a higher value per interaction. In other words, a single client with a long-term contract may generate substantial revenue.

B2B service can be complex, requiring in-depth knowledge of the client’s needs and involving multiple stakeholders. Dedicated account managers are typically assigned to provide personalized support to clients.

In contrast, B2C service is individual and focused on quick and efficient resolution. With B2C service, you may experience a high volume of interactions with a one-time low-value customer. Building long-term loyalty takes longer. B2C companies must ensure their customer service is exceptional to draw customers back.

What B2B Customers Want in Customer Experience

B2B customers value efficiency, reliability, and partnership in their customer experience. They want personalized support tailored to their unique business needs and consistent follow-through on commitments.

B2B customers expect customer service to include the following:

• Expertise: In-depth knowledge of their industry, business processes and challenges.

• Proactive customer care: Anticipating their needs, providing situational updates and implementing solutions before problems arise.

• Efficiency and convenience: Quick response times, seamless processes and easy access to customer support.

• Reliability and accountability: A dependable service, adherence to service level agreements, and transparency when things go wrong.

• Value-driven relationships: Delivering customer service that supports and enhances their business outcomes. B2B customers want a partnership mindset where they feel there’s a shared investment in their success.

7 Best Practices for B2B Customer Service

Your B2B buyers are also under pressure to make their customers happy. If anything goes wrong in their supply chain, it can mean losing customers and revenue. That’s why providing a reliable and frictionless customer experience is so important.

Here are seven best practices to ensure outstanding B2B customer service.

1. Have Service Level Agreements in Place

A service level agreement (SLA) is a contract between you and your B2B customers. It defines the level of service you commit to providing the customer and the service thresholds you will meet.

An SLA outlines the performance metrics, response times, and guarantees the customer can expect. It also stipulates the penalties for not meeting agreed-upon standards.

In B2B customer service, adhering to your SLAs can increase customer satisfaction, leading to higher customer retention rates.

2. Leverage Technology

The right technology can greatly improve the quality of your customer service. Here are a few to consider:

• AI automation 

The rise of automation and artificial intelligence (AI) has streamlined workflows and tremendously improved efficiencies. For example, a customer service desk ticketing system can automatically sort and route incoming queries to the relevant agents or departments. This can resolve queries much faster.

AI chatbots can be a valuable tool in B2B customer service, providing immediate answers to basic queries.

Chatbots can also act as virtual sales assistants, providing product specifications, pricing, and discounts. Linking a chatbot to a CRM system will give the bot access to a customer’s order history and purchase preferences so that it can provide customized recommendations.

• Account management software

Unlike B2C management, where you liaise with one person, B2B customers typically involve multiple stakeholders. Account management software can help you effectively manage B2B clients with more than one contact person.

It also facilitates collaboration among sales, accounting, and support teams by allowing various business departments access to customer profiles.

• Customer relationship management (CRM) software

B2B customer relationship management software is designed to manage longer, more complex sales cycles with multiple stakeholders.

CRM software can help you avoid sales bottlenecks and prompt you when contracts are ending so you can start renewal negotiations well ahead of time. A B2B CRM system can increase customer retention.

• Self-service technology

According to McKinsey & Company, 70% of B2B decision-makers are willing to make purchases worth more than $50,000 via self-service or online channels, and 27% would use them to make purchases up to $500,000.

Self-service options include an online store, live chat, and a client portal. With a client portal, your customers can place orders, make payments, access information, and request tech support, all in one place.

3. Train Customer Service Agents

All customer service agents should have a deep understanding of your B2B clients’ industries, regulations, and compliance requirements. This will enable them to provide personalized support to customers.

Having an insight into the environment your B2B customers operate in can help you gain an edge over your competitors.

4. Optimize Your Website, Making It B2B-friendly

A well-optimized website can be a powerful tool for generating leads and boosting conversions. Most customers look at a business’s website when searching for a product or service. Depending on the impression it makes, they may decide to buy or look elsewhere.

Research shows that first impressions of websites are 94% design-related. It may be worthwhile to redesign your website to attract more conversions.

Here’s how to optimize a B2B website:

• Have an uncluttered home page that clearly indicates what you do and how it benefits the customer with a clear call-to-action.

• Make it user-friendly. Keep site navigation simple, provide a robust search feature, and make it easy for visitors to find your contact details.

• Demonstrate social proof by listing brands you’ve worked with and include customer reviews and testimonials.

• Allow customers to request and compare quotes.

• Include a client portal where customers can manage their accounts.

5. Provide Fast and Efficient Post-sales Support

Once you’ve acquired a customer, it may be on a long-term contract. During that period, the customer support they receive can influence their decision to renew their contract or take their business elsewhere.

B2B customer service should:

• Be accessible via multiple channels, such as phone, email, text, website, and live chat.

• Be fast. Your B2B customers can’t afford downtime in their businesses. Should a problem arise, they’ll want it fixed quickly.

• Be educational with tutorials, guides, and other resources to help customers use your products correctly and to their full capacity.

• Offer self-service abilities where customers can update their details, change orders, or request information without having to contact an agent.

6. Be Proactive and Anticipate Your Customers’ Needs

B2B customers value a proactive approach where you anticipate their needs. Some examples of this include:

• Prompting them to reorder before they run out of supplies.

• Informing them of new products or industry trends that may benefit their business.

• Notifying them of upcoming contract renewals.

7. Collect and Analyze Customer Feedback

To improve customer service, it’s always important to measure your performance. Many customer service software systems collect a vast amount of data that, when analyzed, can help you identify strengths and weaknesses in your customer service.

Additionally, you can ask for feedback from your customers. If you’ve maintained an open and communicative relationship with your B2B customers, they’ll feel comfortable providing honest feedback.

In Conclusion

Exceptional B2B customer service goes beyond simply resolving support issues. It’s about building long-term strategic partnerships that help customers succeed in their businesses. Implementing these seven practices can elevate your customer service to the point that B2B customers view you as an integral part of their success.