B2B Customer Retention: See 6 Strategies for Retaining Customers

Customer Retention

B2B Customer Retention: See 6 Strategies for Retaining Customers

B2B customer retention

Customer retention can be understood as a set of actions and efforts that the company makes to keep customers consuming the brand. This strategy is essential to remain not only relevant, but also to be financially secure to act on a day-to-day basis. In markets like B2B it is even more important.

Just as important as selling and increasing a business’ earnings is retaining your current consumers and, more than that, making them brand evangelists.

Many companies, however, struggle with this mission and have high cancellation rates as they do not maintain a positive user experience.

Not retaining customers is, without a doubt, a big problem that needs to be taken seriously in any business.

In fact, it’s your company’s reputation that is at stake – and you need to be clear about that right now.

Therefore, retaining customers is something vital and you need to eat to put into practice as soon as possible.

Today’s article helps you on this mission. We list some actions that you should take in your company to be able to retain your customers.

We hope that, in an intelligent and organized way, you will reduce the rate of people leaving your business and be able to remain competitive and growing.

Let’s check it out?

Good reading!

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What is customer retention and why is it important?

Customer retention is, as we said, the set of strategies focused on keeping a customer consuming your brand. Something extremely important in every business.

The buying journey, especially B2B is often difficult and long. It is common for the final purchase decision to involve more than 6 to 10 decision makers, according to research by Gartner.

Each one of them brings different information and questions, differing opinions and considers risks that another person involved may not have considered.

This information, in general, opens doors for new suggestions and creates an even longer purchasing process.

On the other side, we have the sales teams. They make a significant effort and work (or at least should) promptly to resolve any existing doubts.

But, more than being able to sell, it is essential that companies work strategies to be able to correctly retain customers.

Also because, whoever sells MRR, knows that churn – or several of them – negatively impact a business’ finances and generate insecurity.

A request to cancel a subscription is obviously made by a dissatisfied customer.

And dissatisfied customers often share their dissatisfaction with others.

So, you see… the problem can become a snowball if you don’t take any precautions and take care of who, today, consumes your brand.

How to retain B2B customers? See 6 steps and get started today!

Simply put, we could say that one of the easiest ways to retain customers is by investing in support.

In fact, customer support, with a well-defined SLA, is a good practice and essential.

But that’s also a long-term measure and, while it’s not 100% round, it still won’t yield the desired results.

Regardless of the stage your company is at, there are steps (large and small) to be taken.

We’ve set aside 6 changes needed to make a major impact on your business and help you retain B2B customers.

Let’s check it out:

1 – Keep a positive and proactive relationship with your customers

Not all interactions with your customers should revolve around problem-solving.

Many companies don’t think about proactively contacting their customers, especially when things are going well.

Customers are unlikely to have a positive impression of your company or solution if they talk to you only when something goes wrong.

To understand how to delight the customer, being proactive and contacting them regularly are fundamental actions.

Talk to your customers. Ask how the experience is going, ask about the goals and objectives he has with his service.

Better yet: ask how you can help make the experience even better by being a true partner for joint growth.

This kind of regular “checking” with customers is a great opportunity for support and customer success to work together.

You can take advantage of your CRM, for example, and set up an alert to always contact a customer within a specific period.

A simple call creates a natural opportunity to address and discuss potential issues before they actually become big.

Thus, both teams (support and customer success) can benefit from this conversation, trimming some loose edges in genesis.

Furthermore, if it is a recurring problem, they will already have insights to pass them on to the competent sector that will make the necessary corrections.

By taking care of the customer, in addition to reacting proactively to problems, you strengthen your spirit as a partner and a reference in the industry.

Ah: don’t forget to also create a list and send your newsletter with cool content for your customer to learn more with you every day!

2 – Always leave the possibility of activating the support visible and accessible

Your support team needs to be accessible in as many places as possible. After all, you’re not running from anyone, right?

This reality of not being visible is very common in situations where the person is not even a client.

For example:

Many companies only include a “contact us” link on the main homepage and, at best, on other important pages.

However, they don’t usually include information on landing pages or other content.

This means that a user who is on a deeper page needs to browse and search the site for information to contact you.

Now imagine that this user is one of your customers. And that he has a problem that, for example, is hindering his work.

A person who does not know quickly and easily how to contact your team will be less likely to report their problem.

Your support team will not be aware of the problem and this user’s dissatisfaction will only increase.

So, don’t be surprised, if you see a cancellation later…

You don’t want a customer to think that you either can’t or don’t want to solve their problems, do you?

Therefore, your contact information needs to be accessible in as many places as possible.

The entire page must have a link to contact us – as well as each email sent must have a signature with the same option.

And here, we are talking about anyone and everyone in the company, even those who are not in the customer support area.

It is important to have the contact data always visible in the subscription, allowing you to send an email and/or make a call with a few clicks.

Be available and willing to solve the problems and confirm the image you have built as a reference in your segment.

3 – Configure automatic responses on open tickets

Perhaps we are stating the obvious here, but it equally needs to be said. After all, in order to advance in concrete actions for customer retention, the be-a-be needs to be fulfilled.

Your company necessarily needs to send a confirmation email as soon as it receives a ticket from a customer.

Your confirmation must include information that lets you know what to expect from your support team.

These automatic responses can be created to include a wide variety of personalized information.

So do it!

Include your company logo and even details about the agent who will get this ticket.

By sharing his name and a brief message, the response will have an important positive impact on the customer. After all, he will know that a person is already aware of the problem.

It’s good practice, too, to put in an estimated response time. But only do this if it is really possible to comply.

Otherwise you will be shooting, as is popularly said, a “shot yourself in the foot” – and we don’t want that.

But generally speaking, you can write something like:

“Hello, Roberta. I’m Raul from the support team. I receive your request and I am analyzing it. I will contact you soon. Thanks!”

This action is essential for any support team as it gives confirmation that the company has received the request. So don’t skip this step.

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4 – Examine indicators to improve communication

It is necessary to treat the types of contacts that the support team receives differently. Criticism and praise need to be treated differently.

To ensure the effectiveness of customer retention actions, support needs a system that helps them identify which customers are satisfied and which are one step away from churn.

The ideal is to have software with all the order history of each one. This helps the team create personalized communication and improve customer relationships.

Another important factor, especially for those selling software as a service (Saabs): monitor how often your users access the platform.

A customer who is not using the service as often as others is a potential cancellation.

So, here, it’s up to the success team to pick up the phone and understand why. Sometimes it’s a small difficulty, but it’s interfering with the user experience.

Would it be correct for him to have opened a ticket asking for help? Would be. But not all people are like that. So that’s why it’s so important to be aware of the indicators.

5 – Have good content for self-service

Customers will generally try to resolve an issue before contacting the support team.

After all, they know that there is a time for an answer and that, if they try to solve it “on their own”, they can have the answer more quickly.

It is up to the company, then, to offer resources for this self-service. What does that mean?

Create access to tutorials, help sections, forums. Make all kinds of content that allow them to save their time and your time, quickly and quickly solving a problem.

This content, of course, needs to be updated regularly. Only then will customers be able to trust the information that is there.

If any information is incomplete or inaccurate, it will go against your company’s image.

The customer will have to open a ticket to talk about their problem and will complain (rightly) that the tutorials are out of date and are useless.

So a simple tactic is to develop self-service updates whenever they are released, for example, system updates.

Allow customers to subscribe and receive some kind of alert whenever the help section is updated.

And, following the tip we gave earlier, if any response is not there, make available and visible the options to get in touch.

6 – Give it a personal touch

Not all interactions with your customers should be via email or phone – although, we know, they are the most common means.

But why not give it a personal touch? A thank you note, a gift bag with your brand…

All of this can show the customer that you value and have the intention and concern to keep a relationship always positive.

It may not sound like much, but for your client, it will serve as a weighting factor in deciding whether or not to stay with you.

But of course, your customers will be even happier when they need you and you’re there, attentive and there to help them.

If you manage to put these actions into practice, you will surely have consumers more and more delighted with your solution.

So, how can we help you?

Enjoy and read two articles that will help you to positively impact your consumers more and more.

The first talks about how to approach a customer for the first time and generate value for him.

The second talks about the most difficult types of customers to serve and how to be assertive in the mission.

Good sales!


Customer retention can be understood as a set of actions and efforts that the company makes to keep customers consuming the brand. This strategy is essential to remain not only relevant, but also to be financially secure to act on a day-to-day basis. In markets like B2B it is even more important. Just as important as selling…