Customer service business models
The Customer Service Management (CSM) application provides different business models that you can use to support your business needs. Select a business model based on the type of services and support that you provide to your customers.
Understanding business models in the customer data model
To implement the Customer Service Management application successfully, the technical teams within your organization must distinguish between the different business models being serviced. Each model defines how customer data and relationships are structured. The CSM application provides the flexibility to adopt multiple models through its customer data model, including B2C, B2B, B2B2B, B2B2C, and B2B2E.
Business-to-consumer (B2C) model
In a business-to-consumer (B2C) model, an organization sells products or services directly to individual consumers. Agents interact with these consumers to provide support whenever they experience an issue or request assistance.
For example, Sam Collins, a consumer, experiences performance issues with their streaming service. Sam can reach out for support through the Customer Service Portal between 08:00 and 20:00 or by calling the support line. An agent reviews the issue, updates Sam on the status of the case, and communicates progress through the web, email, or phone until the problem is resolved.
Business-to-business (B2B) model
In a business-to-business (B2B) model, products, or services are sold to another organization, which becomes the business customer. The customer organization is captured as an account, while its employees—who raise issues or seek help—are recorded as contacts. The B2B model enables you to manage accounts, contacts, customer relationships, and account teams effectively within your customer base.
For example, Shark Hotels, a customer of Calico, reports that its streaming service is unavailable, leading to multiple guest complaints. Employees at Shark Hotels, captured as contacts, can request support 24×7 via the Customer Service Portal, email, or phone. An assigned agent manages the case and provides updates to the contact through their preferred communication channel.
Business-to-business-to-business (B2B2B) model
The business-to-business-to-business (B2B2B) model extends the traditional B2B structure by introducing an additional business layer. In this model, one organization sells products or services to another company, which in turn resells or provides them to other businesses.
For example, an original equipment manufacturer (OEM) sells vehicles to dealerships, which then sell or lease these vehicles to corporate fleets. The dealerships also manage extended warranties and support maintenance claims for their downstream business customers, creating a chain of service relationships.
Business-to-business-to-consumer (B2B2C) model
In a business-to-business-to-consumer (B2B2C) model, a service provider supports both partner organizations (the business customer) and end consumers who use the products or services. This approach combines the B2B relationship between the provider and the partner, and the B2C relationship between the partner and its consumers.
For example, an insurance company sells its policies through captive agencies. Agents working at these agencies assist clients with claim processing, policy renewals, and inquiries. The insurance company thus supports the agency (business) and the clients (consumers) who benefit from the services.
Business-to-Business-to-Employee (B2B2E)
The business-to-business-to-employee (B2B2E) model occurs when a company delivers products or services to another business (the B2B component), which then extends these offerings to its employees (the B2E component). The intermediary organizations may be involved in activities such as procurement, customization, implementation, support, and training for the corporate employees. In this case, Employees of the companies are modeled as consumers, and related to the account via account-consumer relationship.
For example, original equipment manufacturers (OEM) sell vehicles to corporations for employee use, or an insurance provider offers group insurance policies that cover both employees and their families. The organization purchasing the service acts as the business customer, while its employees represent the end consumers.
Service Model Foundation
- Business organizations with internal and external locations
- Households and consumers
- The relationships that exist between these entities
Contributor users
- Enable employees to request support for themselves and external customers.
- Enable service organizations to serve one another and external customers.
- Assign tasks to middle office agents who work on specific tasks that are required to resolve a case.