It's natural to fight to protect what we work so hard to achieve. But, that battle is exponentially heightened in the business-to-business (B2B) space. Acquiring new customers can be such a slow and complex process that it can take several years to build a well-stocked customer base. Yet the real challenge today isn't acquiring new customers. It's keeping them.
If 80% of any given company's profit comes from 20% of their best customers, if a handful of customers take their business elsewhere, it could damage growth beyond repair. To make matters worse, B2B customers are much more informed than they were 10 years ago and are able to switch vendors with the click of a button. In order to maintain healthy relationships with long-term clients, B2B executives are challenged to deliver an enhanced customer service experience. Without it, they might as well hand their customers over to the competition with a smile.