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Unveiling the Future: Emerging Trends and Challenges in European B2B Customer Service


A recent study illuminates key aspects of customer service in European B2B companies. The focus is shifting towards creating long-lasting relationships and increasing Customer Lifetime Value (CLV), rather than just resolving individual issues.


The following findings are particularly noteworthy:

  1. Customer satisfaction is the primary objective for most European B2B companies, yet the Key Performance Indicator (KPI) most commonly used is the Service Level Agreement (SLA) metric, not customer satisfaction.

  2. Investment in modern technologies is perceived as a means to boost customer satisfaction. However, the underlying motive is often to save time and reduce manual tasks rather than to enhance customer experiences.

  3. While B2B companies trail B2C in adopting emerging tech, this doesn't necessarily hinder relationship-building. Their cautious approach to adopting trendy technologies might even be beneficial.

  4. Traditional communication channels such as email, phone, and web forms still dominate customer support. Despite the rising trend of AI-powered chatbots, most European B2Bs are not ready for this transition yet.

  5. AI and automation can enhance productivity in high-volume businesses. However, in a relationship-based environment, the investment in technology and people must be delicately balanced.

  6. B2B companies are keen to enhance their websites, envisaging them as the primary support channel, particularly for self-service. Customers value self-service options, but they still expect access to human help when needed.

  7. Hiring suitable customer service personnel is proving to be a significant challenge for European B2Bs, a trend that could impact customer satisfaction and loyalty if not strategically addressed.

Knowledge empowers companies to enhance their customer service and foster stronger bonds with customers. Leveraging these insights can guide you towards creating relationships that truly matter, ultimately fostering revenue growth.

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