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5 Ways to Meet B2B Customer Expectations .pdf

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5 Ways to Meet B2B Customer Expectations
Featured in B2B
by Simon Eskow

Dealing with B2B customer expectations isn’t what it used to be.

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On the one hand, your customers shop and buy much the same way B2C customers do. Research shows, in the first place, they
compare prices using online marketplaces. Secondly, customers look for peer recommendations and reviews. And lastly, they expect
your websites to provide expertise and trustworthy information.
On the other hand, a lot of B2Bs occupy a pivotal niche in their customers’ supply chains. Consequently, customer service means
more than just selling. It’s about collaboration.
Taken as a group, your customers want the best of both worlds. They may want the flexibility inherent in eCommerce to buy as they
want to. But they may also need a level of engagement that contact with a good sales rep affords. Thus, it’s helpful to consider
different ways to meet B2B customer expectations in an eCommerce age.

A key distinction separating a good B2B supplier from the pack may be customer service. For manufacturers in particular, meeting
B2B customer expectations means developing and maintaining long-term relationships with key buyers. As Information Age writes,
this expectation come from a historical B2B reliance on “trusty salespeople to provide recommendations, ensure order accuracy and
assist with order logistics.”

Forrester reported in 2015 that 60% of B2B executives say customers spend more with them overall when there are multiple channel
“touch-points”. Clearly, the direction has been to build solid digital channels for customers to research your products and to
complete transactions. As a result, B2Bs must allow customers to purchase when, where and how they want in order to build loyalty.
This includes building channels across multiple platforms: eCommerce websites, and B2B marketplaces, in addition to traditional sales
rep contacts.


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Stop using spreadsheets (or Rolodexes, God forbid) for tracking customers. A CRM will go a much longer way to ensure you develop
new leads, provide quotes, and otherwise meet B2B customer expectations in a dynamic, omnichannel world. Integrating a good CRM
solution with the rest of your supply chain gives you more flexibility to develop sales with confidence.

The bigger you get the more complex your order fulfillment can become. Third party logistics can enhance your ability to meet B2B
customer expectations of speedy, accurate order fulfillment. Research shows that 53% of particular US B2B suppliers use 3PLs to
manage aspects of their supply chain, primarily for shipping and warehousing.

It’s likely that you will have different kinds of customers. Some will do more business with you than others. And while every sale
counts, not every transaction requires the same level of customer service. You should be able to use your business software to
streamline and automate management of smaller orders to free up your time to give other customers the attention they need.

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