How AI Will Uniquely Impact B2B Customer Service

Forrester’s data and research consistently show how companies that focus resources and strategy on delivering value to customers outperform their competitors on several business measures. Ensuring that B2B customers receive the best postsale experience requires proactive engagement through customer success and customer marketing, as well as personalized and effective reactive engagement whenever they encounter a problem or need support. However, once OpenAI released GPT-4, everything everyone thought they knew about great customer service strategy and execution got turned on its head. Customer service and support teams have the most to gain — or change — through the use of generative, predictive, and agentic AI.

Please join Laura Ramos, VP and principal analyst at Forrester, as she explores the latest trends impacting B2B customer service and how generative, predictive, and agentic AI stand to redefine the purpose, role, and results of teams that support B2B customers postsale.

Key takeaways: 

• Learn what’s unique about B2B customer service and the changing opportunities that Forrester sees for clients in this space.
• Discover the top challenges that B2B customers face when delivering effective, differentiating support that truly impacts the customer’s experience.
• Explore how AI will help solve those challenges while also permanently changing the role and scope of customer service for companies that sell highly considered products and services.

Target audience level: intermediate