TreviPay’s Brandon Spear on why what seems like a period of trading uncertainty offers a rare opportunity to build ‘Experience Loyalty’
As the world prepares for potential trade instability, financial services companies of all sizes must urgently assess how to support their customers. Many businesses may soon face substantial price increases across their supply chains and may even be forced to re-evaluate their entire business strategy, including decisions on where to sell their products.
While challenging times may lie ahead, this moment presents an opportunity to support your clients and also to cultivate ‘Experience Loyalty.’ This represents a deeper, more resilient bond with business customers—one that endures through periods of economic uncertainty.
The concept is rooted in the understanding that loyalty in B2B is no longer solely driven by product quality or pricing—elements I consider table stakes in today’s landscape. Instead, it’s about consistently delivering personalised, emotionally positive experiences when working with your business. By leaning into this approach now, businesses can position themselves not only as vendors but as trusted advisors. If nothing else, this is worth pursuing as it unlocks growth potential: our research indicates that after 10 years of partnership, supplier revenue per customer can increase by as much as 240%.
The four key pillars of Experience Loyalty
What steps should you take to build this Experience Loyalty? First and foremost, adopt an NPS-driven mindset. Net Promoter Score (NPS) serves as a powerful tool for measuring loyalty—but it only has value when it drives action. Utilise NPS to identify and address customer pain points, an especially critical approach in B2B environments, where friction often exists but is typically overlooked.
Next, focus on proactively improving customer experiences. This not only demonstrates that you are attentive, but also that you are adaptable and committed to evolving alongside your users. Proactive customer service involves anticipating needs before issues arise, a practice that requires keen observation of user behavior, addressing system inefficiencies that create frustration and managing financial touchpoints—such as credit or billing—with both empathy and precision.
Errors in this area (such as pursuing payments for transactions already completed due to outdated systems) can severely damage trust. However, when systems are intelligent and outreach is thoughtful, you build credibility and strengthen relationships.
Emotion plays a crucial role in B2B relationships, even though it may not be as overt as in consumer marketing. Businesses are driven by people—who, even when acting for the organisation, make decisions as humans first. They want to feel valued, understood and confident in the partnerships they choose. This is particularly important during sensitive situations, such as credit decisions or system errors. A tactful approach—such as providing clear explanations and outlining steps forward after a credit request is denied, for example—helps preserve the customer’s dignity and strengthens the relationship. This type of conversation will become even more valuable as new tariffs begin to impact the credit profiles of companies selling into the U.S. and beyond.
During periods of disruption, such as changes in supply chains or the imposition of new tariffs, the emotional tone in how support is delivered becomes a key factor in determining whether a customer remains loyal. Ultimately, fostering long-term Experience Loyalty should be the goal, and the emotional sensitivity in these moments is integral to achieving that.
Lastly, focus on creating the best and most consistent experience for your customers. The customer experience should align with and reinforce the client’s brand values, whether those are casual or formal. This involves tailoring not only your communications, but also the design of interfaces, onboarding processes and support interactions, ensuring expectations meets needs.
Achieving this level of personalisation requires adaptable technology, emotionally intelligent teams and specialised support, rather than relying solely on scripts or standardized processes. In the end, Experience Loyalty is a powerful growth strategy. In an age when business buyers expect B2C-level convenience, being effortless to work with—across systems, services and emotionally charged moments—becomes a crucial differentiator.
As uncertain times approach, your role goes beyond that of a service provider; aim to be a partner whose value is indispensable, particularly during challenging periods. This thoughtful and deep approach to loyalty brings significant rewards, both in terms of trust and long-term profitability. When you prioritise Experience Loyalty for your clients, it transforms business as usual into a powerful opportunity.
As Global Trade Faces Instability, Suppliers Must Focus on Partnership
TreviPay’s Brandon Spear on why what seems like a period of trading uncertainty offers a rare opportunity to build ‘Experience Loyalty’
As the world prepares for potential trade instability, financial services companies of all sizes must urgently assess how to support their customers. Many businesses may soon face substantial price increases across their supply chains and may even be forced to re-evaluate their entire business strategy, including decisions on where to sell their products.
While challenging times may lie ahead, this moment presents an opportunity to support your clients and also to cultivate ‘Experience Loyalty.’ This represents a deeper, more resilient bond with business customers—one that endures through periods of economic uncertainty.
The concept is rooted in the understanding that loyalty in B2B is no longer solely driven by product quality or pricing—elements I consider table stakes in today’s landscape. Instead, it’s about consistently delivering personalised, emotionally positive experiences when working with your business. By leaning into this approach now, businesses can position themselves not only as vendors but as trusted advisors. If nothing else, this is worth pursuing as it unlocks growth potential: our research indicates that after 10 years of partnership, supplier revenue per customer can increase by as much as 240%.
The four key pillars of Experience Loyalty
What steps should you take to build this Experience Loyalty? First and foremost, adopt an NPS-driven mindset. Net Promoter Score (NPS) serves as a powerful tool for measuring loyalty—but it only has value when it drives action. Utilise NPS to identify and address customer pain points, an especially critical approach in B2B environments, where friction often exists but is typically overlooked.
Next, focus on proactively improving customer experiences. This not only demonstrates that you are attentive, but also that you are adaptable and committed to evolving alongside your users. Proactive customer service involves anticipating needs before issues arise, a practice that requires keen observation of user behavior, addressing system inefficiencies that create frustration and managing financial touchpoints—such as credit or billing—with both empathy and precision.
Errors in this area (such as pursuing payments for transactions already completed due to outdated systems) can severely damage trust. However, when systems are intelligent and outreach is thoughtful, you build credibility and strengthen relationships.
Emotion plays a crucial role in B2B relationships, even though it may not be as overt as in consumer marketing. Businesses are driven by people—who, even when acting for the organisation, make decisions as humans first. They want to feel valued, understood and confident in the partnerships they choose. This is particularly important during sensitive situations, such as credit decisions or system errors. A tactful approach—such as providing clear explanations and outlining steps forward after a credit request is denied, for example—helps preserve the customer’s dignity and strengthens the relationship. This type of conversation will become even more valuable as new tariffs begin to impact the credit profiles of companies selling into the U.S. and beyond.
During periods of disruption, such as changes in supply chains or the imposition of new tariffs, the emotional tone in how support is delivered becomes a key factor in determining whether a customer remains loyal. Ultimately, fostering long-term Experience Loyalty should be the goal, and the emotional sensitivity in these moments is integral to achieving that.
Lastly, focus on creating the best and most consistent experience for your customers. The customer experience should align with and reinforce the client’s brand values, whether those are casual or formal. This involves tailoring not only your communications, but also the design of interfaces, onboarding processes and support interactions, ensuring expectations meets needs.
Achieving this level of personalisation requires adaptable technology, emotionally intelligent teams and specialised support, rather than relying solely on scripts or standardized processes. In the end, Experience Loyalty is a powerful growth strategy. In an age when business buyers expect B2C-level convenience, being effortless to work with—across systems, services and emotionally charged moments—becomes a crucial differentiator.
As uncertain times approach, your role goes beyond that of a service provider; aim to be a partner whose value is indispensable, particularly during challenging periods. This thoughtful and deep approach to loyalty brings significant rewards, both in terms of trust and long-term profitability. When you prioritise Experience Loyalty for your clients, it transforms business as usual into a powerful opportunity.
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
