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3 Keys to Satisfying B2B Customers


igital commerce is driving innovation and digital transformation for organizations of all sizes. Businesses have implemented new technologies and services as they aim to perform better, faster, and more efficiently to serve increasingly larger numbers of digital customers.

B2B companies are evolving across multiple channels along with their B2C counterparts. As more consumers shop online for their daily needs, they are increasingly turning to digital channels for their professional needs as well. B2B distributor eCommerce will grow 25% to $1.4 trillion in 2022, according to Digital Commerce 360

Here’s a look at three keys to satisfying B2B customers, leading to bigger sales and increased customer satisfaction.

Be Informed

B2B buyers use multiple channels across the purchasing journey. While some buyers gravitate toward in-person interactions for complex transactions, many are comfortable using digital platforms for major purchases. B2B customers expect service in-person, self-service, and remote, delivered 24/7. They want and expect to engage seamlessly between the different channels to obtain fast and helpful service. 

How can companies deliver great customer service 24/7? Use data such as purchase history, business news, and personal information to make sure representatives are as informed as possible. Eighty-six percent of B2B customers expect companies to be well-informed about their personal information during service interactions, according to a recent Gartner survey. Leverage the data at your disposal to minimize service times and maximize customer satisfaction.

3 keys to satisfying b2b customers
Eighty-six percent of B2B customers expect companies to be well-informed about their personal information during service interactions.

Give a Personal Touch

B2B buyers expect a consumer-like buying experience. Few business websites offer features that simplify transactions, build meaningful customer relationships, and drive sales growth. To succeed, businesses need to personalize and customize their digital selling process through technology solutions and customer-centric business models. Tailored outreach including emails and product discounts across all channels can lead to increased profits and happier customers. 

Speed and transparency have become major market differentiators. Automating customer notifications at each step of the buying journey helps personalize experiences and offers an additional way to build loyalty with customers for the long term. Not only are B2B companies providing greater transparency to their customers, but they are adding additional touchpoints and opportunities to upsell or cross-sell products and services.

Increase Fulfillment Capabilities

B2B buyers have high expectations for their omnichannel shopping experiences from start to finish. The fulfillment experience is increasingly important to business consumers as they grow more comfortable using delivery and fulfillment services in their personal lives. Providing multiple options for quick and convenient delivery and fulfillment can increase customer satisfaction and help businesses meet consumer demand. 

Sixty-four percent of B2B customers expect shipping within 2 days or less, according to McKinsey. Businesses can leverage technology to manage deliveries more effectively and provide customers with a superior delivery experience. Real-time notifications can keep customers updated throughout the delivery journey. Implementing delivery management solutions can help companies ensure fast delivery and retain customer loyalty as customer expectations continue to evolve.

To nurture, develop, and maintain customer relationships effectively, B2B companies must consistently provide hands-on customer service and seamless shopping experiences. Excellent customer experiences and fast delivery services help B2B sellers better meet their clients’ omnichannel expectations and enable greater sales growth.

For more information about how our delivery and fulfillment management solution can help you better meet your customers’ expectations and increase customer satisfaction, please contact

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