There are clear differences in the B2B vs B2C buying process. But whether your customer is an individual or an organization, people are people with a complex set of emotions and goals.
And like consumers, B2B buyers have choices when selecting B2B partners. That’s why any B2B business must understand the importance of personalizing B2B customer care and delivering a customized and memorable buyer experience. But what’s the most effective way to personalize B2B customer service? Here’s what you need to know.
Understanding Customer Needs
Big data is a major component in every industry. But in B2B, it’s essential. You need the facts to understand a B2B buyer’s needs, goals or capabilities. That requires data that is not just extensively collected, but also aggregated and put into a usable form for customer service. A skilled customer service representative with this data at their fingertips can more effectively guide each interaction to:
- Build trust
- Offer proactive support
- Solve problems quickly
- Deliver exceptional service
- Predict future needs
- Increase AOV and CLV through a consultative approach
B2B data collection is complex. You’re often dealing with multiple touchpoints, communication channels, and decision-makers within the organization. But with the right technology and people in place, you can turn data into a highly customized experience.
Integrated CRM Systems
Customer Relationship Management (CRM) software helps you gather information all in one place and make it available to relevant teams and representatives.
A CRM system allows B2B-specialized customer service representatives to work with the same information and seamlessly continue that personalized customer experience.
Delivering Omnichannel Support
Omnichannel experiences require building a consistent, branded experiences across communication channels including the following:
- Website chat
- Social media
When you personalize the B2B customer experience, you recognize the needs of your B2B buyers. In order for B2B businesses to stay competitive, they must offer communications options to B2B buyers. But they also need the systems and people in place to effectively manage omnichannel communication. A fully-integrated CRM with well-trained B2B Brand Specialists delivers this result.
Employing Metrics to Build and Maintain Business Partnerships
While personalizing B2B seems abstract, it can be measured in metrics and clearly defined objectives and goals. It’s important that you’re setting goals and capturing data that measures the B2B Customer service experience. In addition to traditional B2B call center metrics like call time and average response time (ART), some metrics you’ll want to measure include:
- Customer satisfaction scores (CSAT)
- Online reviews
- Number of saved accounts / Reduced churn
- Average account value
- Average ticket severity (ATS)
A low ATS specifically indicates that you’re delivering proactive and responsive customer support.
How Partnering with Global Response Enhances the B2B Customer Experience
Global Response takes an integrative, personalized approach to B2B customer support services. We offer our B2B partners fully-integrated CRM technology that we customize to meet your unique business needs, along with skilled Brand Specialists trained precisely on the complexities of the B2B dynamic. Our Brand Specialists understand how B2B works, including how to retain accounts, increase account values, strengthen B2B partnerships and provide the highest level of customer support.
Global Response offers the omnichannel support that today’s B2B buyers need. If you’re looking to enhance your B2B support capabilities and deliver proven, industry-leading service, contact us to learn more.