Using Customer Data Models for B2B2C

With the B2B2C model, organizations across industries can easily configure multi-level customer relationships and support business customers who, in turn, support their end consumers.

Understanding B2B2C in ServiceNow CSM

The B2B2C model involves interactions where a business sells products or services to another business, which then provides these products or services to the end consumer. ServiceNow's CSM platform supports this multi-layered relationship by capturing and organizing relevant data across both business entities and end consumers.

Benefits of B2B2C Data Models in ServiceNow CSM

• Improved Data Accuracy: By structuring data methodically, it ensures that information is accurate and up-to-date, reducing errors and enhancing decision-making capabilities.
• Enhanced Customer Insights: The data models provide a holistic view of both business customers and end consumers, enabling better understanding of customer needs and preferences.
• Operational Efficiency: Streamlined data management processes lead to faster service delivery and issue resolution, improving overall operational efficiency.
• Scalability: As businesses grow, the data models can be scaled to accommodate more customers and complex relationships without compromising on data integrity.
• Personalized Service: With detailed customer data, businesses can offer tailored services and solutions, leading to higher customer satisfaction and loyalty.

Table 1. More information about customer data models for B2B2C

Topic	Description
Associate an account with consumers	Enable customer service managers to identify the end consumers who are using products or services and keep track of customer information.
Associate sold products with account consumers	Enable customer service managers to track sold products or services by associating sold products or services with account consumers.
Associate install base items with account consumers	Enable customer service managers to track the instances provisioned by associating install base items with account consumers.
View install base information as an account consumer	Track the instances provisioned for your account and which products or services run on them by viewing a list of install base items.
View sold products information as an account consumer	Track the products or services sold to your account by viewing the list of sold products from the Customer Service Portal.