Digital self-service is now the baseline expectation. Today’s B2B customers expect a level of responsiveness that can be hard to achieve without some additional help. According to McKinsey, one-third of buyers now prefer digital self-service at every stage of the buying journey, from research to post-sales support. Delivering that level of responsiveness at scale can be a challenge, but self-service capabilities can help bridge that gap.
Here are four ways self-service helps reduce cost to serve while improving the customer experience:
- Reduce Support Volume
Support teams often spend a significant amount of time handling routine questions like order status, tracking numbers, invoice reprints, and product availability. According to Gartner, service leaders report that up to 40% of live volume could easily be resolved using self-service functionalities. These interactions are simple in theory, but they’re frequent, tedious, and add up over time. Every manual response consumes time and resources that could be spent elsewhere.
A self-service portal reduces that burden by making answers and documents available on demand. Features like order history, shipment tracking, downloadable invoices, and real-time product data help customers find what they need without direct contact. Reducing the volume of inbound requests improves internal efficiency and shortens resolution times, creating a better experience for both customers and employees.
- Automate Common Transactions
Many B2B companies still require customers to go through sales reps or account managers to complete basic transactions like placing a reorder, initiating a return, updating billing information, or resolving an invoice. These manual workflows slow customers down and increase service costs for internal teams. Research estimates the average cost per call is $3-6, depending on different sectors and customer needs. When these routine requests aren’t automated, that cost adds up quickly.
Self-service capabilities can automate these interactions, giving customers the ability to complete simple transactions on their own. The result is fewer support tickets, faster resolution times, and less pressure on account teams.
One way companies can accelerate this transformation is by using solutions like Smith’s Ascend Portal. Ascend is a rapid-deploy solution built to help businesses implement SAP Commerce’s B2B self-service portal faster. It offers authenticated dashboards, order history, shipment tracking, invoice payment via credit card or ACH, and more– enabling companies to launch a full self-service experience in weeks rather than months.
The shift away from manual processing also leads to measurable operational benefits. Organizations that provide digital access to billing and payment tools see up to 30% faster payment processing. Easier access to invoices through self-service portals often contribute to more consistent on-time payments, reducing the need for follow-ups and freeing internal teams to focus on higher-value work like relationship building and revenue generation. - Prevent Expensive Mistakes
Manual order entry and back and forth communication lead to costly mistakes like incorrect shipments, pricing disputes, or billing errors. These require expensive fixes and hurt customer trust.
Manual data entry error rates can reach as high as 4%. Let’s put it in perspective: if a business processes 2,500 orders a month at an average of $1,200, that’s 100 potentially incorrect orders–totaling $120,000 at risk every month from data entry errors alone. That adds up fast.
Self-service portals minimize these risks by providing structured, validated interfaces where customers input their own data. This cuts errors at the source, lowering returns, credits, and escalation costs. - Surface Key Account Data
Most B2B organizations already have the data customers need–open orders, payment status, inventory levels, credit status–stored in systems like an ERP or CRM. But if that information isn’t available through self-service, customers will continue reaching out for updates, increasing internal workload.
Recent research highlights that real-time data integration is essential for building buyer trust and satisfaction. By surfacing accurate, up-to-date information through customer-facing portals, companies empower customers to make faster decisions, reduce redundant communications, and maximize the value of their existing systems.
Self-service transforms internal data into actionable insights for customers, lowering TCO while enhancing transparency and control throughout the buying journey.
Implementing self-service capabilities reduces operational costs, lowers error rates, and gives customers immediate access to essential information, ultimately streamlining the entire buying experience. When thoughtfully designed and integrated, these tools allow teams to focus on strategic work while building stronger, more transparent customer relationships.
To learn how the Ascend Portal can support your digital transformation journey, get in touch with our team.