Why Customer Support is Far More Important for B2B Marketing

Author James Mash 5.5.2016. | 11:35

Customer support plays a huge role in business-to-business or B2B marketing. It’s not just a tacked-on afterthought where some random guy or gal is manning the phone. In fact, the quality of your customer support could very well make or break your success when it comes to securing contracts with business clients.

But why is customer support so important in the first place? What makes it so vital to your B2B marketing campaign?

 

Business Clients Are Few And Far Between

It’s not easy to find new business clients to work with, which is why it is much more important to keep your existing clients on board for as long as possible.

This is why the last thing you want to do is turn off your clients because of a poor customer service experience. They will be coming to you with questions and concerns, and they expect you to answer those concerns in a prompt and accurate manner.

In short, customer support will impact the decision of a client to close a contract. Putting a lucrative contract at risk simply because you’re not responsive enough to the needs of your precious few clients is just bad business sense.  That is why at Chinavasion we aim to respond in 1 working day.

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A Collaborative, Personal Touch Helps Retain Client Confidence

Business clients want to feel as if you actually care about them, which is where a personal touch comes in.

A support team that actually knows your clients, from their day-to-day operations to the actual people of the company, helps get this personal touch across. Your business clients feel as if they are talking to real human beings that care about them, and they’ll be much more receptive as a result.

You may get away with canned or scripted answers when it comes to regular consumers, but business clients will immediately pick up on canned content. Once they do, they will feel as if you’re not actually paying attention to their needs – making them more susceptible to the approaches of rivals with friendlier, more engaging personnel.

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Business Clients Look Forward To Useful And Usable Data

When clients get in touch with you, they want information that they can use to improve their operations – not shallow, useless fluff.

Numbers and analyses are thus very useful tools in your customer support package. They also require a hefty amount of manpower as well as supporting software to manage. You need machines and programs to produce the numbers, while experts will handle explaining those numbers in a way that your clients can understand and utilize.

This requires a lot of investment on your part, but it will ultimately pay off in the long run as your business clients turn to you for data to help improve their operations.

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Proactive Support Is Much More Favorable Than Reactive Support

Business clients will appreciate it if you get in touch with them first instead of always having to wait until they come to you with a problem.

Surveys, questionnaires, or simply calling them up and asking how they find your products/services go a long way to establishing a healthy working relationship. These send the signal that you care about the success of your clients and not just the success of your own business.

Business clients tend to appreciate this collaborative approach; making your company stand out in their eyes while earning their trust in the process.

 

Referrals Are Much More Effective For B2B Marketing

When it comes to B2B marketing, a good word from a respectable peer in the industry will go further than all the fancy jingles and advertisements.

A positive customer care experience goes a long way to cultivating equally positive referrals. As mentioned earlier, your clients will appreciate it if you present them with tools, information, and solutions that will help them succeed in the long run.

Your collaborative approach is something that will stick in their minds – making it easy for them to remember your name should their fellows ask around for help.

Author James Mash 5.5.2016. | 11:35
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