Customer service & CRM: Reloaded


Customer service (CS) in the B2B environment is often not a visible area of the company, and frequently overshadowed by the trendier ‘customer experience’ and ‘customer success’ teams. However, when there is a product/service issue, CS is the ‘glue’ that maintains the customer’s good perception of your business and helps ensure long-term growth with that customer. 

An organisation’s growth is significantly linked to its ability to deliver frontline services, of which customer service is a key component. However, good and differentiated customer service is now considered ‘table stakes’ as customer expectations continue to rise. partly due to the acceleration of digital capabilities resulting from the pandemic of 1-2 years ago, as well as influenced by the services they receive as consumers (in the B2C marketplace).

In a survey of B2B corporate buyers, 82% expect the same experience regardless of whether they are buying as a B2C or B2B customer, yet only 27% feel that companies provide excellent overall B2B experience. As a result, we will take a look at the latest trends in the B2B customer service space and the underlying technology, with a focus on Customer Relationship Management (CRM) platforms. We will also identify best practices for those companies that desire to truly differentiate themselves in the marketplace using customer service as one of their levers.

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