Typical processes include handling all kinds of service requests: from technical support for user questions to resolving problems or complaints. Targeted measures following the purchase (e.g., maintenance offers or training courses) are designed to reinforce customers’ purchasing decisions and encourage them to make follow-up purchases. Marketing measures such as upselling and cross-selling, i.e., offering complementary products or services, also fall within the scope of aftersales.

The Importance of Aftersales as a Business Area

Historically, aftersales did not play a major role for a long time. Many companies viewed aftersales service as a necessary evil or a chore to deal with customer problems without making any money from it. Aftersales was often seen as an appendage to sales that tied up resources but received little strategic attention. However, this understanding has changed fundamentally.

With the saturation of many markets and increasingly interchangeable products, companies began to rethink their approach. Acquiring new customers became expensive and laborious, while at the same time competitive pressure increased. In this situation, it was recognized that outstanding aftersales service can be a real competitive advantage: when technical differences between products become increasingly small, service quality often determines which product is chosen. A provider that offers exemplary support to its customers after the purchase can stand out from the crowd and retain customers in the long term.

As a result, companies increasingly bundled service activities, professionalized processes, and developed dedicated service teams. The result is that aftersales is now managed as a profit center in many places. Accordingly, considerable investments are now being made in the expansion of service organizations, digital aftersales platforms, and new service offerings. Aftersales has also become a pillar of differentiation: companies are using service innovations (such as predictive maintenance or availability-as-a-service concepts) to set themselves apart from the competition and create added value for their customers.

The core idea behind aftersales is that a sale is not a one-time event, but part of a long-term business relationship. And it is not the product alone, but the entire support cycle that determines the success of the company.

Typical Aftersales Processes

Operationally, the aftersales area encompasses numerous services. These range from the supply of spare parts and the performance of maintenance to the processing of complaints and training in the correct use of the product. Support hotlines, regular service checks, and the administration of service contracts are also included. Specifically, the following tasks and services are part of aftersales:

High (Potential) Share of Aftersales in Total Revenue

Aftersales is particularly comprehensive in the B2B environment. Business relationships in the key account business often last for many years, and expensive capital goods must be supported throughout their life cycle. Accordingly, in B2B, it is not only product quality and price that determine success, but also, and above all, the service offered after the purchase. Studies (including BCG, 2025; McKinsey 2023) impressively confirm this: for manufacturers of machinery and equipment, aftersales services can now account for 30–50% of total sales, often with significantly higher margins than the initial sale. Services such as maintenance or spare parts sales achieve gross margins that are often twice as high as in the new machine business. In some cases, aftermarket services even generate many times the margin of new business. Aftersales is therefore a tangible strategic business area.

Why is this the case? On the one hand, because existing customers remain loyal when they receive good service and make regular repeat purchases (recurring revenue). On the other hand, because satisfied customers are more willing to book additional services, be it a maintenance contract, an upgrade, or training for employees. Good aftersales service significantly extends the lifespan of the customer relationship. In addition, it increases the willingness to recommend the company to others, which can lead to new business. Companies that invest in this area strengthen customer trust and loyalty, thereby securing competitive advantages.

Customer Expectations in Aftersales

Customer expectations in aftersales For your customers, fast and reliable aftersales support is a given these days. They expect not to be left alone once the purchase contract has been signed. In practice, this means that fast response times and competent help with questions or problems are essential. If, for example, a machine part fails, B2B customers rely on rapid support – ideally immediately via hotline or remote diagnosis and with readily available spare parts delivery to keep downtime to a minimum. As a general rule, any difficulties that arise should be resolved in a straightforward and comprehensive manner in the customer’s best interests.

Typical expectations in aftersales also include transparency (such as clear information on warranty conditions, repair times, or costs), reliability (adherence to commitments, e.g., response times from service contracts), and goodwill wherever reasonable. Customers want to feel that they remain “special” to your company even after the purchase. This includes, for example, proactively reaching out to them – whether with maintenance reminders, software updates, or offers to optimize the use of the product. A positive aftersales experience strengthens the relationship: if your customers feel well looked after and taken seriously, they are more likely to remain loyal and even recommend your company to others. Conversely, bad experiences after the purchase can damage your reputation. All in all, decision-makers on the customer side expect aftersales service on an equal footing – quick solutions, contact persons who understand their needs, and the good feeling of being with the right company.

Traditional vs. Digital Aftersales

In traditional, personal aftersales, customer concerns are usually submitted via email, telephone, or support chat. The processes are manual and fragmented: customers contact the company because they need a replacement part, sales staff create a quote in the ERP system, and customers send a written order. It takes days for the process to be completed. In the worst case, the customer’s machine is idle during this time. Or there is a technical question and there is no central service portal on the website, only an overloaded telephone hotline that is stressful for everyone involved. These analog processes take time, are prone to errors, and no longer meet today’s expectations.

Today’s B2B customers expect immediate information, a continuously available point of contact, and uncomplicated processes. Studies show that the majority of B2B decision-makers clearly prefer remote interactions or digital self-service to the traditional sales channel. Only 20-30% of B2B buyers still want personal contact with customer service representatives (McKinsey, 2020).

Companies are being forced to rethink their approach: central service portals are taking center stage.

What is an Aftersales Portal?

An aftersales portal—often referred to as a service portal, B2B customer portal, or self-service portal—bundles all relevant data and functions in one central location. Users log in online and can independently handle issues that previously required manual support.

Digitized aftersales processes mean transparency, centralized information, and fast processing of inquiries. For customers, this eliminates the frustration of waiting or searching for the information they need. Internally, tedious routine work is eliminated and the focus can be placed on other tasks.

Conclusion

Aftersales in the digital B2B era is much more than just “customer service.” It is an essential part of value creation and the key to loyalty and additional business. Modern B2B customer portals transform what used to be a tedious aftersales service into a fast, efficient, and often even inspiring experience—for customers and your own team. Decision-makers should therefore take a strategic approach to aftersales: every dollar invested can pay off in multiple ways—in sales, customer satisfaction, and competitive advantages.