In Challenging Times, A Positive Connection with Your B2B Customers Is Vital

Payments expert Brandon Spear explores ​​how to build deeper, more trusted partnerships rooted in transparency and emotional intelligence that will benefit both you and your customers

As the global economy enters a period of heightened financial and trade uncertainty due to tariff pressures, it is imperative that organisations prioritise how best to support their clients as they prepare for possible cost increases across their supply chains.

If this is not already at the top of your agenda, it should be. While these are undoubtedly challenging times, disruption also brings opportunity—particularly for those positioned to respond with agility and foresight. The departure from traditional global trade norms demonstrates how moments of geopolitical instability can become turning points for businesses willing to step up and lead.

One such opportunity lies in deepening client relationships by cultivating Experience Loyalty—a principle grounded in delivering value not only through transactions, but by consistently delivering outstanding service, support and strategic insight. Although the language of loyalty is often associated with B2C markets, its relevance to B2B services is increasingly clear. In fact, it should inform everything from customer engagement to solution design.

By embracing this mindset, companies position themselves not merely as vendors, but as trusted advisors. The commercial benefits are tangible: our research indicates that share of wallet with loyal customers typically increases by around 30% within the first five to six years of a relationship.

However, the most substantial gains come over the long term. Retaining a business customer for seven years can result in a 150% increase in revenue per account. At the 10-year mark, that figure can rise to 240%. In uncertain times, Experience Loyalty is not only a differentiator—it is a critical lever for sustainable growth.

Making great experiences a default

The essential insight here is emotions matter just as much in B2B relationships as they do in B2C—yet they’re too often underestimated. Success lies in consistently building trust, minimising friction, and approaching inevitable moments of tension—especially during times of crisis—with empathy, clarity, and respect. These principles should guide every interaction.

Take credit limits, for example. Declining a request without context can easily be interpreted as a personal rejection or a judgment on the customer’s standing. A more constructive approach is to provide clear reasoning behind the decision, while also outlining the steps the customer can take to qualify for increased credit in the future.

At the same time, many manufacturers are urgently seeking alternative sources for key components, while retailers are reassessing pricing strategies in real time. In such a volatile environment, offers of flexibility—be it through revised credit arrangements or extended payment terms—are likely to be appreciated and remembered.

That kind of responsiveness and willingness to collaborate with customers is precisely the kind of support that fosters lasting loyalty—especially as everyone navigates toward a new equilibrium. The emotional resonance of these interactions is significant, even when they seem purely transactional on the surface.

Other emotionally sensitive moments—such as payment reminders, resolving customer complaints or addressing system errors—can also carry a heavy emotional weight. The tone your team adopts in these instances can profoundly shape how the client perceives your organisation.

After all, a poorly managed conversation during a moment of crisis can undermine years of carefully built goodwill. In contrast, a thoughtful and well-informed response can reinforce the relationship and cultivate lasting trust.

In the emotional landscape of B2B, it is essential to avoid causing distress. Whenever possible, the focus should be on creating moments that convey support, empathy and reassurance. 

Alongside Emotional Intelligence, other mechanisms reinforce this mindset. Take Net Promoter Score (NPS), for example: while it can be a valuable indicator of loyalty, its true impact is realized only when it prompts meaningful action. In B2B environments—where friction is often tolerated as part of the process—NPS should be used to surface and actively address pain points.

Proactive service is essential. Anticipate needs before they escalate by observing user behavior, resolving sources of friction and managing financial interactions such as billing or credit with empathy and precision. Ultimately, the end-to-end experience of working with your business should reflect your brand values—through tailored communications, thoughtful interface design, personalised onboarding and ongoing support that work together to deliver a seamless, on-brand and enduring customer relationship.

The four elements of long-term mutual benefit

NPS provides the data, proactivity transforms insight into meaningful action, emotional intelligence ensures each interaction remains human and respectful and a well-designed customer experience brings it together into a cohesive, brand-aligned journey. In times of growing complexity and uncertainty, customers seek more than efficiency—they want to feel understood, respected and genuinely valued. 

While speed is essential in navigating the current (and hopefully temporary) turbulence, I encourage you to embed Experience Loyalty at the heart of your operations. It is this consistent, experience-led approach that distinguishes suppliers and drives sustainable, mutual growth.

The author is CEO of TreviPay, a global B2B payments and invoicing network that enables enterprises to provide payments choice and convenience, open new markets and automate accounts receivable