Outstanding customer relationship management in B2B includes excellent service processes. In this area, too, digitalization is creating new opportunities for connected and personalized customer experiences that are based on what Amazon & Co. have set as the standard in B2C. There are many starting points and building blocks for optimized service processes in B2B: Self-service portals, chatbots, predictive analytics, innovative after-sales processes, and spare parts management. By using new technologies, touchpoints can be even better connected and the customer journey can be further optimized. In this way, new business models can be built in service, which provide widespread potential through the use of AI and machine learning.