Designing a Better B2B Post-Purchase Experience

The Post-Purchase Gap in B2B

Many B2B companies have moved to online ordering, giving customers a faster, more convenient buying experience. But post-purchase service hasn’t always kept pace. Customers still make the same “Where is my order?” calls, and when they need to make changes, the process can be slow and opaque.

Even companies that integrate ERP status updates into their storefronts often stop short of enabling customers to request changes or get quick resolutions online. That’s where a true order servicing strategy comes in.

OMS: The Orchestration Blueprint

An Order Management System (OMS) is more than a transaction tracker—it’s the orchestration layer for your unique order lifecycle. It maps every stage, sets the rules for what can be changed, and ensures the right people and systems are involved at the right times.

With OMS, both customers and service reps have clear, consistent visibility—reducing back-and-forth and preventing errors.

Agentforce: Smarter Order Change Management

Complex order lifecycles can involve multiple systems, approvals, and locking rules. Traditionally, that meant rigid, hard-coded processes. Agentforce changes the model by interpreting your business rules in plain language and using its reasoning engine to process requests within your defined boundaries—handling exceptions without extra custom code.

Experience Cloud: Self-Service Without the Risk

When OMS and Agentforce are connected to your B2B Commerce site via Experience Cloud, customers can request changes, get real-time answers, and trigger approval workflows—all without creating manual work for service teams. Reps can then focus on solving true customer problems instead of repeating status updates.

Why It Matters: Post-purchase is where customer trust is either built or lost. OMS, Agentforce, and Experience Cloud give you the tools to deliver fast, transparent, and customer-friendly service—turning a historically reactive process into a competitive differentiator. 

If you’re a Commerce customer and currently just taking the orders and passing through, or a Service Cloud customer where your reps have to swivel-chair to help customers with their orders, this can be a really natural next step to add OMS and let it power all of these channels. Contact us to get started.