How to Train Your B2B Customer Support Team to Build a Loyal Customer Base

How to Train Your B2B Customer Support Team to Build a Loyal Customer Base

Author: Robert C. Johnson / Source: Entrepreneur In B2B, your customer is your most important asset. Not only do you rely on them to keep

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How to Train Your B2B Customer Support Team to Build a Loyal Customer Base

In B2B, your customer is your most important asset. Not only do you rely on them to keep current operations successful, you lean on them as references to potential customers so your business can continue to thrive in the future.

Building these trusting customer relationships takes time and constant interaction. In B2B customer support there is no “one-size-fits-all” solution, and this makes training the “face” of your company — your customer support team — especially important to building customer loyalty. Here are three tips to consider when training your B2B customer support team to build a loyal customer base.

1. Empower your agents.

One way B2B customer support differs from its B2C counterpart is the level of complexity involved in business-related issues. A simple script with canned responses is unacceptable in B2B, and while stock answers recited off a sheet of paper may be accepted in B2C, business customers expect more.

Giving agents the latitude to make decisions that impact customers can help solve issues quickly and drive customer loyalty. This means breaking away from the typical tiered support model, which often results in customers being bounced from one support agent to the next and does not inspire loyal behavior. Utilizing a collaborative support model, or even dedicated support, means the same agent or team will stay with the customer from the initial contact through to resolution.

Whether they need to involve another department or make a decision on the spot rather than asking a supervisor, empowering your support team with the autonomy to take care of your customers will help build loyalty. Maintaining consistency throughout the process will show your customers you are seriously invested in their business and ultimately their success.

2. Reduce customer effort.

We’ve all contacted support and had to provide a ton of…

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