The understanding of the two concepts of customer service which are Business-to-Business (B2B) and Business-to-Consumer (B2C) is useful in comparing the relative differences between the two concepts.
Regardless of the fact that the basic structure of the two concepts is to provide a platform that embraces a huge number of customers, the attitude of each and every customer is the major determinant factor which sets them apart.
The provision and customization of support for B2B category come with something much more different from attending to individual consumers on a daily basis. It is necessary for B2C companies to develop and organize a structure that considers the attitude of every consumer, mostly, in areas that seek to question the reason why, how, and when to get their product.
Any B2C who wishes to flourish on the good side of their customers must be exceptionally agile in developing strategies that cater to their problems. In a bid to achieve this, there are five cogent must-haves B2C customer support for every concerned company, which are as follows;
1. Case management
The Case management is the basic marker which can differentiate and enhance customer support for every consumer on a daily basis. In other words, for a B2C to be effective, a case management must support:
• The embracement of a wide and series of tickets:
Every consumer is bound to come with a different orientation, opinion, and knowledge about your products. Consequently, it should be expected to receive a different means of inquiry about a single question
• The provision of solutions to consumer-concerned challenges:
Using various means of communication with consumers will facilitate a quick means of solution necessary for many consumer's challenges. This approach in Business-concerned management can be quite ambiguous and be a delayed means of response to consumer's challenges.
• Acknowledging and resolving of situations according to clients and difficulty:
There is a necessity for case management that works and develops with a business group in finding and resolving an upcoming situation. Every B2C company needs to operate on a management system which is flexible enough to develop alongside a company's lofty growth and goal.
• Diversification of communication routes and consumer's support contact:
it is important for a company to have a presence in all possible communication means as consumers are more likely to communicate through a source that is most convenient for them. Such sources include social media, social messaging apps, emails and many more. The adoption of these sources will facilitate adequate communication with every consumer.
• Provision of a database for consumers:
what facilitates a close relationship with consumers is knowing who and what they are. This also makes it easy to know the challenges or new ideas that a returning customer may likely bring up.
2. Self-service/Knowledge Management
Unlike in B2B, there is less specialization and discrimination when it comes to consumer-related challenges and most times, there are fewer difficulties in resolving those challenges too, but that doesn't necessarily mean B2C support is a walk in the park. For instance, inability to deliver as at when due may question a ticket accumulation's integrity.
There is a need to establish a management on individual-service and knowledge in other to alleviate the number of tickets that come to the company. To achieve this, the following tips should be considered:
Self-help gives every customer a detailed information and knowledge about a product, most especially, on the mode of operation, technique of use, and other relevant details necessary to enjoy a product.
• Product's conventional support center:
Herein, every customer will be able to reach your company via various means such as addresses, social media, social apps, help center that links them directly to a specific product. This is quite beneficial to companies that have a plethora of products.
• Public discussion:
This allows various consumers to assist each other without consulting help center. All you need to do is to create a platform which brings them together. In addition, they can collectively come up with challenges, suggestions, and way-forward about your product.
This can be quite useful for enhancing your productivity and customer's satisfaction.
Mostly, challenges that can be resolved with individual-service and knowledge are how to operate, and the use of the product.
It is worthy to note that the structure of your knowledge management must be specific and designed to be comprehensible to every customer. User's feedback and experience are usually handy in understanding how your customer looks for assistance.
3. Digital engagement channels
Through a series of communication channels lies a means of understanding customer experience. It is advisable to include emails, phone contact and social media discussions to your means of customer's help center. This is because the B2C can be effective if only it runs on large customer coverage without jeopardizing being informed about rare customer challenges. The following are digital engagement channels which B2C companies must take as the central point:
• Automatic email management and response:
The use of email support is old but still much relevant and useful when it comes to quick response delivery to consumer's inquiries. This is because it runs on automatic responses which are an added advantage.
• Live Chat:
This allows for a direct conversation with a company's representative, which has been one of the quickest and useful means of solving customer's challenges. In addition, it ensures proper understanding of challenges through various means such as collective browsing.
• Virtual Customer Assistant:
This reproduces a discussion with a customer to enable transactions in the best interest of the customer. Recently, this has been enhanced to accommodate many customers at a time.
4. Mobile support
If your company aim is to run on a long-term success, then mobile support will come quite handy. In a contemporary time, which will find ourselves, a mobile support facilitates a flexible and quick means of customers being able to reach a company's support center. And research has shown that most customers are usually reluctant to resolve their product challenges when there is the unavailability of mobile support.
It is necessary to ensure that your support structure operates with a mobile experience which can best be achieved with the use of communication mobile supports such as SMS, social media and many more. It is advisable to integrate customer support into your product app in case you have one.
Although B2C Mobile support is more common among companies like travel agencies, those in financial industry etc. it is incessantly becoming a mandatory customer support due to a rapid growth of smartphone and other devices..
Among all the five must-haves B2C, integration is the most prolific as it fits all circumstances. This is because integration is often designed to meet the demands of a particular company. But nevertheless, integration can be structured to track productivity time, analyze business goals, and in fact, establish employee's internship.
This concept is quite useful to restructure and elevate the means of communication with customers, most especially, in B2C companies. It is even more effective with the use of Application Programming Interface in enhancing individual-service and mobile support system. An example of such integration is the use of NetEnt by most Online casinos.
Finally, the proper adoption of these five must-haves B2C customer support will not only enlarge your customer base but rapidly enhance your business productivity and customer management.
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