{"id":1985,"date":"2019-03-20T16:03:00","date_gmt":"2023-10-18T16:03:26","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=1985"},"modified":"2023-10-18T17:35:39","modified_gmt":"2023-10-18T17:35:39","slug":"what-b2c-b2b-customer-service-learn-from-each-other","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/what-b2c-b2b-customer-service-learn-from-each-other\/","title":{"rendered":"What B2C And B2B Customer Service Reps Can Learn From Each Other"},"content":{"rendered":"\n

A woman calls into a car company to complain about the car she purchased because the seats aren\u2019t adjusting properly when installing her childrens\u2019 car seats. At a supply chain firm, meanwhile, the customer support team gets an urgent question via email from the CEO of a mid-sized business that recently signed on as a customer.<\/p>\n

Both the mom and the CEO are, in fact, the same person — but from a customer support standpoint, she has traditionally been approached from either a business-to-consumer (B2C) or business-to-business (B2B) context.<\/p>\n

There are some obvious differences between B2C and B2B firms, of course. One is often the size of the purchase. While consumers may buy something at the mall that costs less than 10 dollars, a B2B firm might place an order worth thousands, even millions. B2B customers also tend to have specific procurement processes they need to work through in order to make a purchase. Consumers, on the other hand, usually only have to pull money or a credit card out of their wallet.<\/p>\n

On of the other hand, the world of B2B<\/a> has been increasingly disrupted by what some experts have dubbed the \u201cconsumerization\u201d of enterprise IT. In other words, consumers who have gotten used to the ease of accessing products and services and interacting via social media are coming to expect the same kind of experience in their professional lives. This has caused all kinds of firms to rethink the way they market, sell and of course provide service to B2B customers.<\/p>\n

B2C firms, on the other hand, have had to think carefully about the way they collect, store and manage all the data about consumers at their disposal, offering the kind of transparency and governance that an enterprise customer might expect.<\/p>\n

Though these worlds sometimes seem very far apart, it behooves those running customer support operations in either environment to make sure they look for inspiration and best practices from their counterparts. The following list may help get you started: <\/p>\n

B2B lesson: \u2018customer\u2019 may include more than one person<\/h2>\n

When you work in an enterprise, it\u2019s rare that a single individual will be able to sign off on buying an expensive software application, IT equipment or even a large order of office furniture. Instead, they tend to work within a procurement team or buying committee, all of whom will weigh in with questions and articulate what they feel is important about the quality of the product and the kind of service they expect.<\/p>\n

Consumers, on the other hand, may look more like solo buyers, but don\u2019t be fooled. Buying something as simple as a TV set can involve input from multiple family members, for example. A purchase like a house will almost always involve multiple people. Sometimes even extended family members are weighing in behind the scenes, especially if they\u2019re lending money to help with a big-ticket item.<\/p>\n

This should all be factored into the customer support experience being offered. It means you need to collect as much data up front about needs, preferences and other details when the purchase is made, and use it effectively to provide the best help possible. If you\u2019re providing customer service to a younger customer, for instance, what additional information might they need to provide their parent or guardian afterwards? When you consider the \u201cbuying team\u201d at home, you\u2019ll have a better chance of getting more business from the customer, just as you would in a B2B context. <\/p>\n

B2C lesson: the power of \u2018customers like you . . .\u2019<\/h2>\n

Let\u2019s suppose a consumer has just had someone at a company successfully help them troubleshoot their new BBQ. This is a moment where a smart B2C agent might suggest some complimentary items that they might want to buy next, whether it\u2019s a cover to protect the BBQ in bad weather, or even the latest set of grill tongs.<\/p>\n

In B2B, upselling and cross-selling<\/a> may be more likely to happen the next time the sales team gets some face-time with the buyer or purchasing team, but in some cases those meetings can be few and far between.<\/p>\n

Don\u2019t forget that, much like consumers are occasionally worried about \u201ckeeping up with the Jonses,\u201d B2B customers want to stay competitive with what their peers are doing. Use this information in a way that\u2019s truly helpful, rather than exploitative, and you\u2019re more likely to increase the value of each B2B customer account. <\/p>\n

B2B lesson: customers want to feel like smart decision-makers<\/h2>\n

When you\u2019re selling to a CIO, CMO or even a CEO<\/a>, what you\u2019re ultimately selling is career success. In fact, making the wrong B2B purchase can lead to terrible consequences in some jobs. When B2B firms offer service and support, therefore, they make sure that the customer not only feels satisfied and happy, but that they\u2019re going to look like they have demonstrated solid judgment to their boss and the rest of the organization.<\/p>\n

Consumers aren\u2019t really all that different. No one wants to be told they should have known better before buying the wrong model of a particular product, or that they overlooked obvious steps in setting up a product within their home. They want to look good in front of their family and friends in making the purchase, so everything you do — whether it\u2019s guiding them directly or offering self-service tools to empower them — should reflect that. <\/p>\n

B2C lesson: every customer wants to feel like a real, unique person<\/h2>\n

Vendors may sell into other companies, but when service issues arise, they don\u2019t want to be greeted as though they were simply a faceless representative of XYZ Corp. They want to feel the way they do when they\u2019re a consumer taking something back to a store<\/a> or reaching out in some other way: that they are recognized, appreciated and treated as an individual.<\/p>\n

This kind of personalization shouldn\u2019t just happen when B2B firms contact a vendor by phone. They should have the same options to reach out the way consumers do today — by email, text message or even a social media post.<\/p>\n

Fortunately, the means to provide top-notch customer service are largely the same in either a B2C or B2B environment: with well-trained staff, strong use of data and a responsive, thorough approach to getting them back on track with the products and services they\u2019ve bought. <\/p>\n

<\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"

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