B2B buyers are becoming harder to service as clients seek quicker, more customised, service levels than ever before.
A poll of 253 executives by Harvard Business Review, found that 58% of respondents have higher expectations of client service levels than they did in 2021. Four in 10 of those polled said they now expect a more personalised experience from their relationship manager.
“Buyers expect more from the overall sales experience,” the report explained. “They want better post-sales support, contextual information and they want it via the channel of their choice whether face-to-face, videoconference, social media or app.”
The report entitled A Fresh Approach to B2B Sales and Service concluded that the increased importance that B2B buyers are now placing on service is a direct result of disruption from economic uncertainties and frustrations with digitally driven business models.
“The narrative from the HBR poll is somewhat typical of the shift in expectations for both relationship managers and clients when it comes to engagement and interaction,” said Shaun Cremins, customer experience director at Insight6.
“We are seeing an even greater need from clients to directly engage with their relationship manager on a one-to-one level, be this in-person or via the multiple options available to them on digital channels.
“Clients want reassurance that their relationship is important to the other party and that their needs are being prioritised. They also recognise that there are now very few reasons to not communicate effectively and therefore show little patience when it comes to a perceived lack of interaction.”
Cremins said financial marketers have made great strides over the last couple of years to personalise their own strategies, from client mapping reviews, development of personas, and a greater overall understanding of the motivating factors of buyers.
He added: “The advent of AI gives us an even greater opportunity to interact on a personal basis and B2B should consider how they can embrace these new technological advancements.”