Embracing Flexibility: A Key Driver for Transforming B2B Customer Service


As we near the conclusion of our enlightening ten-part series covering The Complete Guide to Customer Service Transformation, it is time to cover an essential yet often overlooked topic – flexibility. While standard procedures are important, adapting to the unique needs of different customer segments is the key to fostering lasting relationships.

“According to McKinsey, the most resilient companies were 11% more profitable in 2020 than in 2019, highlighting the importance of flexibility as a key driver of value-added growth.”

The Power of Customer Segmentation

In B2B operations, the customer journey can become complex due to the diverse needs of the client base. To optimize service and maintain efficiency, you must segment your customer journeys into standard and specialty tracks.

Imagine a scenario where your company serves both a credit-challenged single farmer and a government agency with a strict budget deadline. Although the farmer represents a larger customer base, the government agency significantly impacts your bottom line. Different levels of service and extra checks might be necessary for larger clients.

By segmenting your customer journey, you can simplify the process for most clients, resulting in easier journeys for them and significantly lower costs for you. Economies of scale can also be realized as multiple large complex relationships are managed similarly to smaller ones.

Flexibility in Service Optimization Solutions

A flexible service optimization solution allows dynamic shifts in workloads and customer service traffic without changing your “sources of truth” or access rules. In other words, a flexible solution supports transformative processes by integrating across the enterprise seamlessly, ideally with minimal coding or workarounds. This approach not only saves money but also ensures the timely success of your initiative.

Evaluating Platforms and Partners

When considering platforms and partners to achieve your Unified Service Management Platform goals, ask these key questions:

How much can you accomplish in-house? Opt for solutions that provide “out of the box” capabilities, allowing your team to configure processes rather than resorting to extensive custom coding. Solutions empowering your administrators to make decisions and changes mitigate the costs and delays associated with third-party reliance.

How adaptable is the solution to evolving needs? Choose a solution that allows for simple interface adjustments rather than prolonged customizations. As your customer base or systems outside of Customer Service change, a flexible system can adapt more efficiently.

Does the solution allow for independent work and autonomy? Search for solutions with easy-to-understand integration capabilities, granting you maximum flexibility in creating a more comprehensive solution. Beware, many current technology solutions fall short here.

In Summary

The power of flexibility in B2B customer service can’t be overstated, from segmentation of customer journeys to adoption of flexible service optimization solutions. The heart of these transformations lies in the commitment to understand and serve each customer as an individual, leveraging their unique needs and expectations to provide superior service. As we’ve seen throughout this series, moving towards a Unified Service Management Platform can revolutionize your customer service approach, and flexibility remains a critical pillar of this transformation.

As we gear up for the final installment of our series, remember that flexibility isn’t a mere strategy but a cultural shift that requires commitment and effort from your entire organization. With our review of chapter 10, we’ll bring together all the pieces of the puzzle, painting a holistic picture of B2B customer service transformation. Stay tuned, you won’t want to miss it.

Additional Resources:

Vivantio: 4 Reasons to Have a Flexible Approach to Service Management

Harvard Business Review: The Value of Customer Experience, Quantified

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