B2B, or business-to-business, you may use the term B2B2B if you’re the CSM of a SaaS company that uses your product for its customers. An important thing to always keep in mind is that B2B refers to an entire company and not an individual. You, as a CSM, need to focus on customer relationship management and not on individual relationship management, this can be a challenge for new CSMs.

When it comes to managing a B2B customer, it can be more challenging than managing a B2C (business-to-consumer) relationship. Many people believe B2B customers are the reason customer success exists and has evolved at such a rapid pace. The way to be most successful with B2B customers is to invest time into the relationship. If you are willing to give the personal touch.

With B2C, things tend to happen at a much faster pace so you need to capture your customers’ focus very quickly, B2C relationships are usually single transaction purchases leading to the CSM having a higher number of B2C customers.