{"id":42178,"date":"2025-04-04T00:00:00","date_gmt":"2025-04-04T07:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/b2b-customer-service\/"},"modified":"2026-03-19T14:26:00","modified_gmt":"2026-03-19T21:26:00","slug":"b2b-customer-service","status":"publish","type":"post","link":"\/us\/en\/blog\/b2b-customer-service\/","title":{"rendered":"What is B2B customer service? Explanation, tips, and examples"},"content":{"rendered":"<p><span style=\"font-weight: 400\">There\u2019s no doubt about it: investing in B2B customer service is one of the smartest moves a business-facing company can make.<\/span><\/p>\n<p><span style=\"font-weight: 400\">If you\u2019re happy to take our word for it without explanation or elaboration, you can skip to the tips and start working on it right away.<\/span><\/p>\n<p><span style=\"font-weight: 400\">But maybe you need some convincing first. And given the title of this post, there\u2019s a solid chance you\u2019re looking for some information. If so, you\u2019re in the right place.<\/span><\/p>\n<p><span style=\"font-weight: 400\">In this guide, we\u2019ll cover the basics of B2B customer service, get to those tips for nailing it, then list some companies that have really made it work for them.<\/span><\/p>\n<hr \/>\n<p class=\"p1\">\u2b50\ufe0f\u2b50\ufe0f\u2b50\ufe0f\u2b50\ufe0f\u2b50\ufe0f<b>\u00a0<\/b>Ready to offer 5-star customer service?<b>\u00a0<\/b>Get strategies for every stage of the customer journey with this <b>free eBook<\/b>.<\/p>\n<p class=\"p1\">\n<div class=\"download-form-widget standart-download-form\" data-url=\"https:\/\/assets.ringcentral.com\/us\/ebook\/long-live-customer-service.pdf\" data-id=\"69d0639e13892\" id=\"69d0639e13892\">\n\t\t<button tabindex=\"on\"  on=\"tap:69d0639e13892.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">\ud83d\udcd9 Get the eBook<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">\ud83d\udc40Get this free eBook to learn how to win in customer service.<\/div>\n<form class=\"download-form SMB\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\" data-dl-element=\"button\" data-no-auto-dl=\"true\" data-dl-additional-info=\"download form\" data-dl-name=\"Get it now\">Get it now<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:69d0639e13892.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\">Enjoy!<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p>\n<hr \/>\n<p><a name=\"The difference between B2C customer service and B2B customer service\"><\/a><\/p>\n<h2 id=\"what\" class=\"heading h2\"><span style=\"font-weight: 400\">What is B2B customer service?<\/span><\/h2>\n<p><span style=\"font-weight: 400\">B2B customer service works to keep business clients and increase their lifetime value by efficiently resolving their issues and answering their queries. Handled well, it leads to strong working relationships, lucrative upsells, and even business referrals.<\/span><\/p>\n<p><span style=\"font-weight: 400\">A B2B customer service team will look similar to a B2C customer service team, consisting of trained support agents monitoring all provided support channels, but there are some major differences that we\u2019ll cover next.<\/span><\/p>\n<h2 id=\"how\" class=\"heading h2\"><span style=\"font-weight: 400\">How is B2B customer service different from B2C customer service?<\/span><\/h2>\n<p><span style=\"font-weight: 400\">To understand the difference between these two categories of customer service, we must first recap the B2C and B2B customer service meanings:\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">B2B (business to business) covers selling to companies, while B2C (business to consumer) covers selling to individuals. The biggest practical difference is scale, with B2B sales typically being much larger and involving long-term commitments while most B2C sales are small isolated purchases.<\/span><\/p>\n<p><span style=\"font-weight: 400\">All the retail products you\u2019re used to (breakfast cereals, concert tickets, iPhones, etc.) are B2C products, marketed and sold to everyday consumers in modest quantities.<\/span><\/p>\n<p><span style=\"font-weight: 400\">And then there are B2C services, such as car servicing or hairstyling. These tend to be quick and transactional. Find what you need, pay for it, and you\u2019re done.<\/span><\/p>\n<p><span style=\"font-weight: 400\">B2C buyers don\u2019t tend to have much brand loyalty. To varying degrees, they simply want quality, features, and low prices. They\u2019ll have go-to buys, but be easily swayed by catchy ads (e.g., \u201cI\u2019m lovin\u2019 it\u201d) or the sheer novelty of new brands on the shelves.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The B2B world is very different. B2B buyers tend to operate with strict requirements uniquely shaped by the businesses they represent. They care about price to some extent, but they care more about reliably meeting their business needs well into the future, and will generally pay more for the privilege.<\/span><\/p>\n<p><span style=\"font-weight: 400\">And while a B2C sale can take 30 seconds, a typical B2B sale can require legal teams, complicated contracts, and the negotiation of service-level agreements (SLAs).<\/span><\/p>\n<p><span style=\"font-weight: 400\">Given all that, here are the key customer service differences:<\/span><\/p>\n<h2 class=\"heading h2\">\n<div class=\"rc-subscribe\" id=\"new-rc-subscribe\"  style=\"background-image:url('\/us\/en\/blog\/wp-content\/themes\/ringcentral\/assets\/images\/temp\/subscribe.png')\">\n\t\t<button class=\"close js-popup-close\"><svg class=\"icon_close_mobile\" width=\"20\" height=\"20\"><use xlink:href=\"#icon_close_mobile\"><\/use><\/svg><\/button><\/p>\n<div class=\"rc-subscribe__wrapper\">\n<div class=\"rc-subscribe__wrapper_text\">\n<h3 class=\"rc-subscribe__title h2\">Stay informed with RingCentral<\/h3>\n<div class=\"rc-subscribe__subtitle\">Subscribe to our emails for the latest blogs, events, and exclusive content on AI-powered communication solutions. Stay ahead with insights and tips from the leader in trusted AI communications.<\/p>\n<p>\t\t\t\t\t<a href=\"https:\/\/www.ringcentral.com\/legal\/privacy-notice.html\" target=\"_blank\" data-dl-name=\"Privacy Notic\" data-dl-element=\"link\" data-dl-additional-info=\"social\" rel=\"noreferrer noopener\">Privacy Notice<\/a>\n\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"rc-subscribe__wrapper_form\">\n<form class=\"\" data-event-init=\"true\" novalidate data-js-form>\n<div class=\"rc-subscribe__row\">\n\t\t\t\t\t\t<input\n\t\t\t\t\t\t\t\tname=\"email\"\n\t\t\t\t\t\t\t\tplaceholder=\"Email address *\"\n\t\t\t\t\t\t\t\ttitle=\"Must be valid email. example@yourdomain.com\"\n\t\t\t\t\t\t\t\tminlength=\"4\"\n\t\t\t\t\t\t\t\tmaxlength=\"255\"\n\t\t\t\t\t\t\t\ttype=\"email\"\n\t\t\t\t\t\t\t\trequired\n\t\t\t\t\t\t\t\tpattern=\"[a-z0-9._%+\\-]+@[a-z0-9.\\-]+\\.[a-z]{2,}$\"\n\t\t\t\t\t\t\t\tclass=\"field__control\"\n\t\t\t\t\t\t\t\tautocomplete=\"on\"\n\t\t\t\t\t\t\t\taria-required=\"true\"\n\t\t\t\t\t\t\t\tdata-dl-events-hover=\"true\"\n\t\t\t\t\t\t\t\tdata-dl-element=\"email\"\n\t\t\t\t\t\t\t\tdata-dl-additional-info=\"LET'S WORK TOGETHER\"\n\t\t\t\t\t\t\t\taria-label=\"Email address *\"\n\t\t\t\t\t\t\t\taria-errormessage=\"email-subscribe-errors\"\n\t\t\t\t\t\t><br \/>\n\t\t\t\t\t\t<span class=\"field__errors\" id=\"email-subscribe-errors\" data-js-form-field-errors><\/span>\n\t\t\t\t\t<\/div>\n<div class=\"rc-subscribe__row\">\n\t\t\t\t\t\t<select\n\t\t\t\t\t\t\t\tname=\"Country__c\"\n\t\t\t\t\t\t\t\trequired\n\t\t\t\t\t\t\t\tclass=\"field__control\"\n\t\t\t\t\t\t\t\taria-required=\"true\"\n\t\t\t\t\t\t\t\taria-expanded=\"false\"\n\t\t\t\t\t\t\t\taria-label=\"Country *\"\n\t\t\t\t\t\t\t\taria-errormessage=\"country-subscribe-errors\"\n\t\t\t\t\t\t><option value=\"\" disabled=\"disabled\" selected=\"selected\">Country<\/option><option value=\"Canada\">Canada<\/option><option value=\"United_States\">United States<\/option><\/select><\/p>\n<p>\t\t\t\t\t\t<span class=\"field__errors\" id=\"country-subscribe-errors\" data-js-form-field-errors><\/span>\n\t\t\t\t\t<\/div>\n<div class=\"rc-subscribe__row\">\n\t\t\t\t\t\t<button type=\"submit\" data-event-init=\"true\">Subscribe<\/button>\n\t\t\t\t\t<\/div>\n<\/p><\/form>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"confirm-form\" role=\"status\" aria-live=\"polite\" style=\"display: none;\" aria-hidden=\"true\">\n<div class=\"confirm-form__text\">Thank you for your interest in RingCentral<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/h2>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400\">1. B2B customer issues are more complex<\/span><\/h3>\n<p><span style=\"font-weight: 400\">When an individual buyer contacts a B2C brand\u2019s customer service, it\u2019s likely for something simple like requesting a refund for a damaged item or getting an update on the return status of a shipment.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Handling that sort of issue is fairly straightforward and can be done through almost any communication channel (email, live chat, phone, etc.). It also doesn\u2019t usually require the creation of a support ticket.<\/span><\/p>\n<p><span style=\"font-weight: 400\">In the B2B world, though, the customer service process is a little more complicated.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This is because most business-to-business customer service requests tend to be more pressing, more technical, and more important to the companies fielding them.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The scale of B2B purchases means that a problem with one can easily demand immediate attention from an attentive and skilled support agent, and it\u2019s hard to address such an issue through something like live chat. Phone calls are vital (even in an <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/aversion-to-phone-calls-how-younger-generations-are-driving-a-cultural-shift-in-communication\/\"><span style=\"font-weight: 400\">increasingly phone-averse world<\/span><\/a><span style=\"font-weight: 400\">).<\/span><\/p>\n<p><span style=\"font-weight: 400\">A B2C company can afford to disappoint one customer\u2014although, they obviously wouldn\u2019t aim to\u2014as that person\u2019s custom won\u2019t mean that much overall. But a B2B company can\u2019t do that, as a single customer could account for a huge portion of its business.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Overall, this means that the B2B customer service process needs to be much higher quality than its B2C equivalent.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400\">2. B2B support engagements involve more people<\/span><\/h3>\n<p><span style=\"font-weight: 400\">In the B2C domain, a typical support issue involves just two people; the customer service agent and the person seeking assistance (usually the customer).<\/span><\/p>\n<p><span style=\"font-weight: 400\">In a B2B environment, though, it\u2019s common for one call to end up involving numerous people.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Maybe the person asking for help isn\u2019t the person who made the purchase, and the buyer must be consulted to confirm what they asked for. Maybe the call concerns an ongoing issue initially reported by someone from another department and dealt with through the combined efforts of several other support agents.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This hugely raises the importance of <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-service-teamwork\/\"><span style=\"font-weight: 400\">customer service teamwork<\/span><\/a><span style=\"font-weight: 400\">. Agents must work together to thoroughly document calls and ensure customer experience consistency by backing one another and delivering matching messages.<\/span><\/p>\n<p><b>Pro-tip:<\/b><span style=\"font-weight: 400\"> \u00a0Use a contact center solution that connects with other important customer service software in your business (like your CRM or sales apps). This way, you can funnel customer questions coming from every channel (phone, email, and social media) to one place.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400\">3. B2B customer relationships are deeper<\/span><\/h3>\n<p><span style=\"font-weight: 400\">The extended nature of B2B deals requires B2B support staff to speak to the same people over and over again, allowing them to form strong <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-relations\/\"><span style=\"font-weight: 400\">customer relationships<\/span><\/a><span style=\"font-weight: 400\">.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Indeed, while it\u2019s very rare in the B2C world, it\u2019s perfectly normal for a B2B service rep to be on a first-name basis with most of the people they support.<\/span><\/p>\n<p><span style=\"font-weight: 400\">B2C brands like to use first names as well, but mostly through automated personalization in their marketing materials and support messages. It\u2019s highly uncommon for the same B2C support agent to talk to a customer twice.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This results in B2B support teams prioritizing different skills. A good B2B rep will pair their issue-resolution skills with personality and empathy, keeping their customers content by learning how they tick and knowing how to deal with them effectively.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400\">4. B2B teams take longer to resolve customer issues<\/span><\/h3>\n<p><span style=\"font-weight: 400\">And no, it isn\u2019t because B2B support teams drag their feet or just don\u2019t know what they\u2019re doing. It\u2019s because B2B business services encounter tougher issues and it\u2019s really important to ensure they get resolved perfectly.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Firing off a dismissive stock answer might be acceptable when a B2C buyer requests an order update, but something like that could seriously damage a B2B relationship.<\/span><\/p>\n<p><span style=\"font-weight: 400\">B2B agents need time to do their homework, follow protocols, run tests, confirm compliance, and document everything exhaustively. These tasks really add up.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This can prove frustrating for B2B companies when they\u2019re trying to achieve excellent <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/why-first-contact-resolution-rate-is-an-essential-kpi\/\"><span style=\"font-weight: 400\">First Call Resolution (FCR)<\/span><\/a><span style=\"font-weight: 400\">. B2C brands can speed through resolutions, but B2B agents have so much more to do, so their companies must invest in additional <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/better-first-call-resolution-metrics\/\"><span style=\"font-weight: 400\">measures for improving FCR<\/span><\/a><span style=\"font-weight: 400\"> (with the most important being giving agents the resources they need to get things wrapped up effectively and quickly).<\/span><\/p>\n<p><a name=\"5 B2B customer service best practices\"><\/a><\/p>\n<h2 id=\"why\" class=\"heading h2\"><span style=\"font-weight: 400\">Why B2B customer care is so important<\/span><\/h2>\n<p><span style=\"font-weight: 400\">We\u2019ve already touched upon some of this, but here\u2019s a summary:<\/span><\/p>\n<p><span style=\"font-weight: 400\">B2B customer care is vital because B2B customers are costly to replace and can return remarkable long-term value if treated well. Satisfied B2B customers can also deliver lucrative new business through referrals.<\/span><\/p>\n<p><span style=\"font-weight: 400\">B2C customer service is also important, of course, but not in the same way because it only needs to be good on aggregate. Customer experience in B2B needs to be good every single time or risk alienating a huge client.<\/span><\/p>\n<p><span style=\"font-weight: 400\">If you run a business-to-business service, then, you should be paying close attention to the quality of your customer support system.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">If your B2B service management is anything less than superb, you\u2019re subjecting your company\u2019s financial stability to unnecessary risk. Get B2B customer service right and it:<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400\">Boosts revenue<\/span><\/h3>\n<p><span style=\"font-weight: 400\">Happy customers spend more. It\u2019s that simple. When clients trust you, they stick around, renew contracts, and are open to upgrading their services. They want to spend money with you because they know they\u2019ll get value. B2B is built on relationships, and good customer care keeps those relationships strong\u2014and profitable.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400\">Decreases churn<\/span><\/h3>\n<p><span style=\"font-weight: 400\">Losing a B2B customer is a lot like losing a business partner. It hurts. It isn\u2019t just one sale, but years of potential revenue gone. Finding a replacement can be really expensive, too, as well as time-consuming, and stressful. Good customer care keeps your clients happy and makes it way harder for them to even <\/span><i><span style=\"font-weight: 400\">think<\/span><\/i><span style=\"font-weight: 400\"> about leaving.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400\">Improves brand reputation<\/span><\/h3>\n<p><span style=\"font-weight: 400\">People talk, and in B2B, industries or niches can be small. If your service is great, word spreads. If it\u2019s bad? That spreads even faster. A strong reputation for customer care makes you the company people trust\u2014and trust is everything in business.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400\">\u00a0Optimizes customer lifetime value<\/span><\/h3>\n<p><span style=\"font-weight: 400\">The longer a customer stays, the more valuable they are. But here\u2019s the catch: They only stay if they feel valued. Treat them like a number, and they\u2019ll walk. Treat them like a partner, and they\u2019ll stick around for years, increasing their spend and your profits.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400\">\u00a0Provides a competitive edge<\/span><\/h3>\n<p><span style=\"font-weight: 400\">Want to beat your competition? Offer better service. It can be that simple. Products can be copied and prices can be matched. But top-tier customer care? That\u2019s your secret weapon. If your clients know they\u2019ll always be taken care of, they won\u2019t even look at your competitors.<\/span><\/p>\n<h2 id=\"best-practices\" class=\"heading h2\"><span style=\"font-weight: 400\">Best B2B customer service practices<\/span><\/h2>\n<p><span style=\"font-weight: 400\">B2B services are all somewhat different, so B2B support systems must also vary, but that doesn\u2019t mean there aren\u2019t commonalities among excellent examples. The following are some core B2B customer service best practices to keep in mind:<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400\">1. Know your customers inside out<\/span><\/h3>\n<p><span style=\"font-weight: 400\">B2B customer service is relationship-driven. You\u2019re playing the long game here. To really master B2B customer service, you have to build a solid rapport with everyone on your account and use that familiarity to offer personalized solutions.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Unlike in the B2C space, B2B customer service teams are always dealing with professionals or experts from other industries. Remember that your B2B clients are technically savvy, data-obsessed, and have their own customers to cater to.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Build a <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-centric-strategy\/\"><span style=\"font-weight: 400\">customer-centric strategy<\/span><\/a><span style=\"font-weight: 400\"> and support culture that positions you as a partner in your customers\u2019 growth and success. Offer them technically superior, contextual, and long-term solutions that\u2019ll help them achieve their own business goals.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400\">2. Encourage effective support collaborations<\/span><\/h3>\n<p><span style=\"font-weight: 400\">Each B2B customer has a unique set of problems to solve, and this impacts the calls you\u2019ll receive. One day, you might need to help with a housekeeping issue like managing software performance. Another day, you might get a complicated question concerning resource scaling.<\/span><\/p>\n<p><span style=\"font-weight: 400\">To handle the variety, you\u2019ll need to find ways to facilitate and support <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/cross-functional-collaboration\/\"><span style=\"font-weight: 400\">cross-functional collaboration<\/span><\/a><span style=\"font-weight: 400\"> by making it easy for all your subject-matter experts (and all the relevant members of your clients\u2019 teams) to get involved.<\/span><\/p>\n<p><span style=\"font-weight: 400\">For example, you might invest in a collaboration tool for your contact center to automatically sync data from your customer relationship management (CRM) software to your helpdesk app, giving all teams easy access to customer data.<\/span><\/p>\n<p><span style=\"font-weight: 400\">That means no more requiring support agents to email or message one another to find out answers to simple questions like \u201cWhen did this customer last contact us?\u201d or \u201cWhat product did this customer purchase from us?\u201d.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Keep in mind that maintaining a strong collaboration hub is key to providing a uniform and personalized customer experience to each customer, regardless of where they are in their purchasing journey.<\/span><\/p>\n<p><span style=\"font-weight: 400\">You might also want to deploy software that establishes a central dashboard for your <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/online-customer-service\/\"><span style=\"font-weight: 400\">online customer service<\/span><\/a><span style=\"font-weight: 400\"> support channels, as this will make it much easier to track support requests flowing in from different channels (live chat, social media, etc.).<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400\">3. Sign SLAs, especially with large clients<\/span><\/h3>\n<p><span style=\"font-weight: 400\">Not all B2B customers are created equal.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Some have service requirements that are more complicated than usual, such as government entities that need on-premises solutions for security reasons.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Others might have compliance-related issues, such as healthcare companies that require HIPAA compliance.<\/span><\/p>\n<p><span style=\"font-weight: 400\">If you use a first-come-first-served support model, you can\u2019t prioritize any particular clients. You can only help whichever client is next in line.<\/span><\/p>\n<p><span style=\"font-weight: 400\">But that isn\u2019t the only way to operate. You can instead build a B2B customer service strategy around a prioritization system established through service level agreements (SLAs).<\/span><\/p>\n<p><span style=\"font-weight: 400\">SLAs are somewhat like prenuptial agreements. Each one describes agreed terms between you and a specific client, covering the services you\u2019ll offer them (including support) as well as your respective responsibilities and availability.<\/span><\/p>\n<p><span style=\"font-weight: 400\">If you sign an SLA before you enter into a sales contract, it\u2019ll set clear expectations about your support capabilities and limitations.<\/span><\/p>\n<p><span style=\"font-weight: 400\">And having a full battery of SLAs can help you prioritize your support tickets based on your support bandwidth and the complexity and severity of the issues.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400\">4. Create helpful self-service options<\/span><\/h3>\n<p><span style=\"font-weight: 400\">Yes, B2B customer issues tend to be relatively complicated, but they don\u2019t always need to demand much of support agents. Many companies have in-house experts readily available, so some of your clients might be prepared to solve their own technical issues given the chance.<\/span><\/p>\n<p><span style=\"font-weight: 400\">By offering self-service support options and information, you can empower your clients to handle some issues quickly and easily. For example, you could build a support page with frequently asked questions (FAQs), product documentation, how-to guides, access to a <\/span><a href=\"https:\/\/www.dock.us\/solutions\/client-portal\"><span style=\"font-weight: 400\">client portal<\/span><\/a><span style=\"font-weight: 400\">, video tutorials, and <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/create-knowledge-base\/\"><span style=\"font-weight: 400\">knowledge base<\/span><\/a><span style=\"font-weight: 400\"> articles.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Self-service support has multiple advantages, not just for your clients but also for your business. It\u2019s a form of <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/automated-customer-service\/\"><span style=\"font-weight: 400\">automated customer service<\/span><\/a><span style=\"font-weight: 400\"> that\u2019s always-on and scalable, making it potent for B2B customer service (especially because it can take a huge load off of your team when it comes to technical questions).<\/span><\/p>\n<p><b>Pro-tip: <span style=\"font-weight: 400\">If you have good self-service options, it can help your contact center team run more efficiently and focus on the complicated questions that absolutely need human assistance to resolve.<\/span><\/b><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400\">5. Make your customer service proactive<\/span><\/h3>\n<p><span style=\"font-weight: 400\">When it comes to business success, the future is in the hands of brands that don\u2019t simply wait for their customers to reach out with concerns or queries.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Think of any B2B brand that\u2019s dominating its niche, and pay attention to what makes it better than its competitors. In all likelihood, it isn\u2019t just offering better products and\/or services, it\u2019s also taking the initiative when it comes to support.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Periodically contacting clients to see how they\u2019re faring and whether they need any assistance is a fantastic way to improve B2B customer engagement and thus outperform rivals in today\u2019s hyper-competitive market.<\/span><\/p>\n<p><span style=\"font-weight: 400\">For most B2B brands, it can lead to higher customer lifetime value and increased <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-retention-rate\/\"><span style=\"font-weight: 400\">customer retention<\/span><\/a><span style=\"font-weight: 400\">. It\u2019s also great for creating <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/how-to-gather-and-implement-feedback\/\"><span style=\"font-weight: 400\">customer feedback<\/span><\/a><span style=\"font-weight: 400\"> loops that uncover small issues so you can deal with them before they snowball into big problems.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This is why so many companies in the B2B space now maintain customer success teams. Going the extra mile to deliver value rarely fails to generate great ROI.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Some B2B brands are also adjusting their traditional sales practices by looking for more ways to drive revenue from existing customers. Someone who\u2019s already had a satisfactory B2B customer experience with you is more likely to buy from you again.<\/span><\/p>\n<p><span style=\"font-weight: 400\">So, don\u2019t be reactive and wait for your customers to come to you with complaints. By then, they\u2019re already frustrated. Instead, empower your customer service team to start interactions well by actively looking for opportunities for your business to improve the <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-experience\/\"><span style=\"font-weight: 400\">customer experience<\/span><\/a><span style=\"font-weight: 400\">.<\/span><\/p>\n<p><span style=\"font-weight: 400\">In addition to frontline insights, consider <a href=\"https:\/\/adsy.com\/blog\/how-to-build-and-run-effective-customer-advisory-board\" target=\"_blank\" rel=\"noopener\">establishing a customer advisory board<\/a> where key customers can regularly share strategic feedback and help guide improvements to your products and services.<\/span><\/p>\n<p><a name=\"3 B2B customer service examples from real-life brands\"><\/a><\/p>\n<h2 id=\"examples\" class=\"heading h2\"><span style=\"font-weight: 400\">B2B customer service examples from real companies<\/span><\/h2>\n<p><span style=\"font-weight: 400\">A great way to come up with ideas for your B2B customer experience management is to learn from companies that already offer excellent B2B client services. Here are some companies with service departments worth examining:<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400\">1. PipelineDeals<\/span><\/h3>\n<p><span style=\"font-weight: 400\">PipelineDeals, the company behind the popular Pipeline CRM software, has been one of the fastest-growing B2B brands in the US since its establishment in 2006.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Those are particularly impressive numbers when you consider that the CRM software field is a crowded one. Despite operating in such a tough environment, PipelineDeals has made it to the annual Inc. 5000 list on numerous occasions while winning a series of awards.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-56728 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/03\/image3-1.png\" alt=\"An example of some of the awards Pipeline has won in part due to the firm\u2019s excellent B2B customer service\" width=\"1098\" height=\"774\" \/><\/p>\n<p><span style=\"font-weight: 400\">So, what\u2019s the secret recipe to the success of PipelineDeals? The magic lies in the uncompromising quality of customer service it offers.<\/span><\/p>\n<p><span style=\"font-weight: 400\">By the way, PipelineDeals is a fully bootstrapped company, and half of its employees work remotely\u2014including the support team.<\/span><\/p>\n<p><span style=\"font-weight: 400\">PipelineDeals realized the value of team communication and collaboration during its early days of growth. And because most of its customers prefer calling its support service, it uses <\/span><a href=\"https:\/\/www.ringcentral.com\/solutions\/enterprise-business.html\"><span style=\"font-weight: 400\">RingCentral\u2019s cloud phone solution<\/span><\/a><span style=\"font-weight: 400\"> to make sure there\u2019s a human in place to attend each call no matter what time or day it is. A prime example of how the right B2B customer service software solution can make a real difference.<\/span><\/p>\n<p><span style=\"font-weight: 400\">It also uses RingCentral\u2019s platform to train and onboard new reps, loop in experts from other teams in live calls to address customer issues, and pull reporting data to monitor and improve agent performance:<\/span><\/p>\n<p><iframe sandbox=\"allow-scripts allow-same-origin allow-presentation\" title=\"RingCX | Create effortless customer experiences\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/fjy9kgSehhw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen sandbox=\"allow-same-origin allow-scripts allow-presentation\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400\">\u201cA big part of our value proposition is that, as a customer, you\u2019ll always be able to reach a human when you call us,\u201d explains Paige Thomas, the company\u2019s Customer Care Manager.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Thomas also says that RingCentral helps her <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/remote-support-team\/\"><span style=\"font-weight: 400\">remote support team<\/span><\/a><span style=\"font-weight: 400\"> stay on top of each customer issue, even if they\u2019re on the road or not in the same country.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400\">2. Qumulo<\/span><\/h3>\n<p><span style=\"font-weight: 400\">Qumulo is a B2B company that lives in the small niche of enterprise data storage.<\/span><\/p>\n<p><span style=\"font-weight: 400\">But while most people haven\u2019t heard of Qumulo, Qumulo\u2019s customers love the brand to bits. And it\u2019s easy to see why.<\/span><\/p>\n<p><span style=\"font-weight: 400\">For starters, every Qumulo customer gets a dedicated Customer Success (CS) rep. The brand believes that by offering proactive help and support, it creates a kind of magnetic field around its customers to attract more customers. A very interesting concept.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Qumulo also invests in a whole spectrum of <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/communication-channels\/\"><span style=\"font-weight: 400\">communication channels<\/span><\/a><span style=\"font-weight: 400\"> such as its customer care team, an online community, and a cloud-based monitoring platform that lets customers send real-time data automatically to Qumulo\u2019s CS team.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-5866 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image4-115.png\" alt=\"How Qumulo\u2019s range of customer service looks like in one picture\" width=\"900\" height=\"300\" \/><\/p>\n<p><span style=\"font-weight: 400\">Its native-built cloud-based monitoring platform provides one of the most innovative customer service cases we\u2019ve ever seen.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Basically, it kicks into action when a Qumulo customer enables the cloud platform to send automated Qumulo-related data to the CS team. In turn, the CS team gets in touch with that customer if they see an issue so they can fix it before a support ticket even needs to be created.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This approach also allows the Qumulo team to proactively observe how customers are using their product and use that information to improve their B2B client experience.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400\">3. HubSpot<\/span><\/h3>\n<p><span style=\"font-weight: 400\">While HubSpot is world-famous for its inbound marketing strategies, not a lot of people know that its customer service is equally awesome, exemplifying many B2B best practices.<\/span><\/p>\n<p><span style=\"font-weight: 400\">HubSpot offers some of the most high-touch customer support among all B2B brands. Its proactive support is present in every interaction you have with its brand, whether you\u2019re engaging with product pages, software, or mobile apps.<\/span><\/p>\n<p><span style=\"font-weight: 400\">By encouraging customers to make the most of its easy-to-use products, HubSpot increases their dependency on its brand and earns them as fanatic lifelong users.<\/span><\/p>\n<p><span style=\"font-weight: 400\">What\u2019s incredible about HubSpot is that it makes B2B customer service look so easy. For one, it\u2019s gamified support by offering online courses, product training, and HubSpot certifications.<\/span><\/p>\n<p><span style=\"font-weight: 400\">That means being knowledgeable about using HubSpot products earns people some bragging rights in their professional circles, all while the brand takes a load off its customer support and delegates it to these newfound \u201cproduct evangelists.\u201d Genius.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-5867 size-large\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image1-168-1024x784.png\" alt=\"A screenshot of HubSpot\u2019s help center, a hub for great B2B customer service\" width=\"840\" height=\"643\" \/><\/p>\n<p><span style=\"font-weight: 400\">HubSpot\u2019s customer-centric vision flows directly from HubSpot leadership. Here\u2019s what Brian Halligan, HubSpot\u2019s co-founder and CEO, has to say on the topic:<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u201cIf B2B companies want to get ahead of the game, they are going to have to get rid of all the friction in their business to better attract, engage, and delight customers\u2026 [In the past] your product needed to be 10 times better than the competition\u2019s. Now, your customer experience must be 10 times lighter than the competition\u2019s.\u201d<\/span><\/p>\n<h2 id=\"ai\" class=\"heading h2\"><span style=\"font-weight: 400\">AI and the future of B2B customer service<\/span><\/h2>\n<p><span style=\"font-weight: 400\">Customer service in B2B is different. These aren\u2019t just one-time buyers as can be the case with some B2C customers. They\u2019re long-term partners. If they leave it\u2019s a serious hit to revenue and reputation.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Luckily, new technology\u2014particularly AI\u2014is increasingly being used in B2B customer service to stop that from happening. Here are just a few ways that it can help:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400\"><b>Makes support faster: <\/b><span style=\"font-weight: 400\">No one likes waiting for answers. AI chatbots can respond instantly, solve common issues, and connect customers to the right person when needed. It cuts out the delays and frustration.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Helps prevent problems before they happen:<\/b><span style=\"font-weight: 400\"> AI tools can track how customers use a product, spot patterns, and flag when something isn\u2019t right. If a customer stops using key features or seems unhappy, AI can alert the team. That means businesses can fix issues early\u2014before the customer decides to leave.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Makes support personal: <\/b><span style=\"font-weight: 400\">AI makes it easier to remember past conversations, understand preferences, and tailor solutions. Instead of repeating the same issue to different people, customers get a smoother, more personal experience.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Makes teams more efficient: <\/b><span style=\"font-weight: 400\">AI and automation handles routine tasks, sorts through customer requests, and frees up human agents to focus on bigger problems. That means better service for customers and less pressure on support teams.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400\">AI won\u2019t replace human support, but it will make B2B customer service faster, smarter, and more proactive. And in an industry where every client relationship matters, that can make all the difference.<\/span><\/p>\n<h2 class=\"heading h2\"><span style=\"font-weight: 400\">Give B2B customer service its due credit<\/span><\/h2>\n<p><span style=\"font-weight: 400\">B2B customer service can sound dry by B2C company standards.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">It\u2019s also more difficult to please B2B customers. It takes more than just a five minute chat with customer service to resolve a complex B2B issue, and that sort of complexity isn\u2019t exactly uncommon in the B2B world.<\/span><\/p>\n<p><span style=\"font-weight: 400\">But if you can get B2B customer service right, you can give your business an advantage that defends you against cutthroat pricing from competitors, minor mistakes, and so much more.<\/span><\/p>\n<p><span style=\"font-weight: 400\">It\u2019ll also help you raise your profits and those of your customers\u2019 businesses.<\/span><\/p>\n<p><span style=\"font-weight: 400\">And that\u2019s the single biggest reason why B2B customer service is worth doing well.<\/span><\/p>\n<h2 class=\"heading h2\"><span style=\"font-weight: 400\">B2B customer service FAQs<\/span><\/h2>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400\">B2B vs B2C customer service: How do they differ?<\/span><\/h3>\n<p><span style=\"font-weight: 400\">There are many points of difference between B2B and B2C customer service. Issues are typically more complex and often involve more than one stakeholder at the client business. The successful resolution of one issue, too, is often more valuable to the B2B company. <\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400\">Why is it so important to get B2B customer service right?<\/span><\/h3>\n<p><span style=\"font-weight: 400\">B2B operations are typically relationship-based. The B2B companies that excel are those which build long-lasting, trust-based relationships with their clients. Such relationships are not possible without great customer service and support.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400\">What is the best B2B customer service software?<\/span><\/h3>\n<p><span style=\"font-weight: 400\">The best B2B customer service software is the one that fits your business needs and helps you deliver fast, reliable, and personalized support. Here are the key qualities to look for:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Multi-channel support<\/b><span style=\"font-weight: 400\"> \u2013 Customers expect help through email, phone, live chat, and social media. A good platform makes it easy to manage all these channels in one place.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400\"><b>Customer history &amp; insights<\/b><span style=\"font-weight: 400\"> \u2013 B2B service often involves ongoing relationships. Your software should store past interactions, order history, and preferences so agents can more readily provide personalized support.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400\"><b>Collaboration tools<\/b><span style=\"font-weight: 400\"> \u2013 B2B issues often require input from multiple teams. A system that allows seamless collaboration ensures faster and more accurate resolutions.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Scalability &amp; integration<\/b><span style=\"font-weight: 400\"> \u2013 Your needs will grow over time. Look for software that integrates with your CRM, billing systems, and other business tools to keep everything connected.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">The right software makes support effortless for both your team and your customers.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400\">How can AI support the B2B customer service experience?<\/span><\/h3>\n<p><span style=\"font-weight: 400\">B2B customer service trends are definitely favoring the use of artificial intelligence. In fact, AI is changing B2B support completely, making it faster, more efficient, and more personalized. You can use it for things like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Chatbots and automation<\/b><span style=\"font-weight: 400\"> \u2013 Bots handle common questions instantly, freeing up human agents for more complex issues.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Predictive support<\/b><span style=\"font-weight: 400\"> \u2013 Analyzes patterns in customer data to flag potential problems before they happen.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Personalized responses<\/b><span style=\"font-weight: 400\"> \u2013 Can pull from past interactions to offer tailored solutions, making support feel more relevant.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Smarter workflows<\/b><span style=\"font-weight: 400\"> \u2013 Sorts tickets, prioritizes urgent cases, and suggests answers based on past resolutions.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">That\u2019s what makes a real difference in B2B.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s no doubt about it: investing in B2B customer service is one of the smartest moves a business-facing company can make. If you\u2019re happy to take our word for it without explanation or elaboration, you can skip to the tips and start working on it right away. But maybe you need some convincing first. And &#8230;<\/p>\n","protected":false},"author":29,"featured_media":44129,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[1167,18205,2705,402,15541,43347,2088],"class_list":["post-42178","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-experience","tag-b2b","tag-b2b-customer-service","tag-business-to-business","tag-customer-service","tag-cx","tag-cx-customer-experience","tag-support"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What is B2B Customer Service? 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