Let’s talk about customer support. The basic goal of a customer support representative is to provide resolutions to a customer’s query without lowering the productivity and compromising on the quality. The process of providing assistance to a customer remains the same for every industry and business model. However, if we compare businesses operating on a B2B level vs B2C level, the process of providing assistance will differ.
For example; a customer purchasing a single product on a weekly/monthly basis and making a significant payment vs a business placing a bulk order and making the payment. While a customer may never reach out if the product is fine, or in other cases reach out if a product issue arises, that will be a one time query from his end. This is not the case with a B2B customers as they require frequent assistance, especially after purchase.
In this case, the support agent has to provide a resolution that not only works for the person who has raised a query but also works for the entire brand as the POC (point of contact) might not always be the decision maker.
Another factor that should be considered here is a number of people that are involved in the communication, directly and/or indirectly. So, the provided solution has to work for everyone and the business as a whole.
When there are multiple points of contact, the agent has to keep every contact organized and prepare to engage with all of them.
A conversation goes a lot smoother when the agent is familiarized with all the job roles as it helps agents to provide information relevant to the customers roles.
Usually, when a B2B customer reaches out to the support agent, they expect instant resolution so they can fulfil the requirement of their buyers instantly.
Why in B2B segment, it is crucial to have real-time communication with the customers:
Source: convinceandconvert
While it is important to serve all the customers regardless of the industry, it is crucial to identify the platforms your customers are using to communicate with you.
B2B buyers’ frequent mode of communication:
Source: convinceandconvert
Understanding what works best for your buyers and responding to them on their preferred platform can be a hassle as not every business functions the same way. This is where Kapture’s B2B interaction management platform comes in handy.
With Kapture’s seamless integration capabilities, every interaction can be viewed on a unified dashboard and the query can be addressed directly from there.
When the agents are familiar with the preferences of the B2B buyers and have conversation history in place, agents can leverage this to understand the consumers and offer them new business insights and custom solutions.
While a B2C segment might never require this, B2B buyers engage with a service 5X more when they are offered new and useful information. This becomes possible with Kapture’s simple and intelligent SaaS platform that keeps every contact organized and gives a bird’s eye view of all interactions. This ensures that your agents are equipped with relevant information and offer contextual resolutions instantly.
Another thing that should be considered here is the number of customers. The B2B segment usually has a lesser number of customers compared to B2C. However, each B2B customer spends more than an average B2C customer which indicates that B2B consumers have a much higher LTV (LifeTime Value). This also indicates that losing a B2B customer can create a deep impact on any business compared to B2C.
Because B2B buyers also look for an LTV (LifeTime Value), they also expect a personalized support which can add value to their business.
70% of business buyers say it’s absolutely critical to or very important for the companies to provide a personalized experience for their company.
In fact,
65% of business buyers are likely to switch brands if a company doesn’t make an effort to personalize communications to their business.
Source: convinceandconvert
When decision making for a product purchase is in process for B2C, factors like price and quality are considered. While these are also the major factors for a B2B segment, personalized customer support also plays a crucial role in this process. This clearly indicates that a top-notch customer support is expected from both segments, however, this is the most highlighted factor for the B2B segment especially when we are talking about the interaction management.
Conclusion
Managing a vast amount of customer interactions, especially in a B2B segment where point of contacts can be many, can be a little difficult. However, a robust platform in place that can:
a) bring distributors, vendors, partners and other teams to a single platform
b) organizes all point of contacts with job titles
c) gives a detailed look at the previous conversation history
d) thorough information of the orders and customers preferences
6) offers insightful and contextual resolutions
This can certainly help businesses build stronger and delightful customer relationships. Kapture’s seamless B2B interaction management offers just that which not only adds value to the businesses but also builds LTV.
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