3 tips for strengthening your B2B customer experience

Kent Gigger
June 22 2021

When it comes to customer experience, most business owners focus on impressing consumers to ensure repeat business. While consumers are important for business growth, neglecting the B2B experience and sales process leaves huge opportunities (and sales) on the table.

B2B channel loyalty can be expensive to obtain since these potential clients are more likely than consumers to take their time researching options before choosing new products or services. Research shows that customer acquisition costs in the B2B realm can be as much as 5% to 14% of your company’s revenue.

The extra investment in your B2B customer service experience can pay off since these customers are also more likely to be big spenders. Most B2B transactions are larger than consumer sales, so it’s crucial to provide a seamless experience that can build brand loyalty with your business clients. Superior customer service is one of the best ways to keep your B2B customers loyal to your brand. Here are a few ways you can impress your big-spending B2B clients so they keep coming back for more.

1. Understand your clients

You can’t effectively meet your clients’ needs unless you know what these needs are. There are many strategies you can use to learn about what your B2B customers are looking for and what can make your business stand out from the competition. Take time in the customer onboarding process to learn about each client’s unique needs and business. Solicit your customers for feedback on their personal preferences and tastes so you can cater your product or service to meet their needs and gain their loyalty.

It’s also important to track customer data analytics so you know who your customers are and can anticipate their needs. The interactions your customers have on your company’s social media platforms, and through service inquiries, should also be analyzed. You can provide better customer service to potential and current B2B clients when you anticipate the consumer’s needs and meet them with solutions that are creative and easy to implement.

Creating customer service “tracks”

When you begin to analyze your clients, you may find that many have similar needs. You can usually place your clients into groups based on these needs. For example, if you offer services to both apparel designers and clothing retailers, you’ll find that designer needs are similar and retailer needs may be similar as well.

You can more easily streamline your customer relationship management by creating these groups. Then, develop customer service “tracks” that are different for each group, depending on customer needs. While it’s still crucial to understand clients’ individual needs, grouping similar B2B clients into categories can help you more efficiently provide an outstanding customer service experience.

2. Offer a seamless experience to build loyalty

Outlining each client’s buying journey should be one step in understanding your clients and their needs. The work processes your clients have to go through to do business with you should be simple and user-friendly. Your ordering processes and customer service experiences should be easy to follow while impressing your customers.

Technology can help with customer retention since it can allow you to create a consistent experience for your customers. Versatile plugins can help you automate your order management so you know your customers can receive important communication about their orders. By adopting automated inventory management solutions, you can be a reliable vendor for your B2B clients.


If you offer B2B software, it should be easy to use and fit into your clients’ workflows without a hitch. The software you incorporate should also make sense for your customers’ industries and integrate easily. While plug-ins are useful, it’s important to understand the difference between plug-ins and integration so you can be sure the software you’re implementing meets your clients’ needs.

3. Assess client satisfaction to create a customer index

We already know that client feedback is essential when you’re attempting to predict client needs and develop a strategy to increase B2B customer loyalty. Customer satisfaction surveys can help you get a glimpse into your B2B clients’ experiences with your business and how you can improve.

Using the best practices to design your customer surveys is important to ensure you’re getting the most out of this tool. Make sure your survey asks for a customer’s overall rating first and requests a reasonable number of answers. Stay away from complicated industry terms and personally thank each client who responded to the survey.


The feedback from your customer satisfaction surveys can be used to identify your clients’ pain points and proactively address them with your products and/or services. When you analyze client survey responses, look for trends in client tracks so you can anticipate where and when problems usually arise. Your services should help eliminate the issues your clients have expressed.

Make it a point to proactively reach out to your customers during the point in the process where problems are likely to occur. If your survey responses included strong negative feedback from clients, respond personally and address these concerns quickly and thoroughly.

Build strong client relationships and deliver client-centric solutions

By using these methods, you can learn about your clients and focus on how to build and nurture your client relationships. For a solid and reliable B2B customer experience, you must take the steps necessary before, during, and after the sales process to ensure a seamless experience that solves your clients’ problems.

To deliver this top-notch customer service experience, it’s important to understand your clients by collecting their feedback. Use this feedback to edit your processes and services so you can offer an experience that builds a loyal customer base. When you practice transparency and authenticity, you are showing your B2B clients that they can trust you, making them more likely to come back as repeat customers.

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