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Four Ways to Provide Effective Customer Service for B2B Customers

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By David Gutierrez.

Providing excellent customer service is essential for all businesses, but B2B customer service is very different from B2C. In general, B2B customers make up a smaller customer base and tend to need more attention, since their issues are typically more complex and their account value is much larger compared to B2C customers.

Effective B2B customer serviceFor the best results, B2B customers should be treated as partners in success, and it’s crucial that your customer service team completely understands the businesses that they are supporting.

Additionally, B2B customers tend to be a part of your customer base for much longer, so it’s important that your business can provide the right solutions to their needs for an extended period, and even grow the relationship through new products and services over time.

Here are four specific ways B2B firms can optimize their approach to customer service.
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The Single Most Important Element for Increasing B2B Lead Gen and Sales

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This post originally appeared on MarketingProfs.

A spate of articles recently have expounded on the “consumerization” of all things business: the consumerization of sales, of IT, and of business-to-business (B2B) marketing most prominently. McKinsey’s David Edelman has referred to the consumerization of B2B marketing and sales as a “massive disruption” on the horizon.

While there’s no question the concept has legs, it may be more powerful from an analytical standpoint to take a step back and ask exactly what “consumerization” means in a business context: what is it precisely about consumer marketing and sales that B2B professionals are seeking to emulate?

Reduce friction to improve B2B sales

Image credit: The Blue Diamond Gallery

Clearly the suggestion isn’t that enterprise software vendors should start taking out print advertisements in Vogue magazine, or that machine tool manufacturers should invest in splashy commercials on The Golf Channel. Upon closer examination, the move toward consumerization seems to boil down to embracing one key concept long pursued by B2C brands: minimizing friction across the promotion and buying process.

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