Imagine losing a multi-million-dollar deal because your accounts receivable (AR) process was stuck in the past. This is a risk many B2B companies face today as buyers demand the same seamless, intuitive experiences they enjoy in their personal lives.

“Millennial and Gen Z decision makers are changing the game,” says Craig Lenders, Director of Product Management at Capital One Trade Credit. “They’ve grown up with digital first expectations, so they expect the same ease, speed and transparency in B2B.”

Yet many companies still rely on manual credit checks and rigid payment terms and options that slow sales and frustrate customers. This isn’t just operational friction — it’s a serious threat to growth and customer experience.

To compete today, companies must rethink AR as more than a back-office function. It can be a powerful part of the customer experience, driving faster deals and stronger relationships. Here, we’ll discuss how modern automated AR systems close the gap between buyer expectations and business realities to deliver speed, flexibility and visibility across every touchpoint.

The real cost of friction in the AR customer journey

Buyers reward companies that make their lives easier. Deloitte reports that 88% of B2B buyers want more flexibility and responsiveness throughout their purchasing process, and 91% are more likely to buy from a supplier that is easy to do business with.

But outdated AR processes hold many businesses back. Manual credit decisions can take hours or days, delaying purchases and frustrating customers. Limited payment options and terms inconvenience them, and without real-time access to their accounts, buyers are left guessing or stuck chasing support.

These breakdowns don’t just frustrate customers — they jeopardize deals and growth. When credit decisions drag on, deals can evaporate. “Depending on the contract, that could mean tens of thousands or even millions of dollars lost,” Lenders says.

But the real cost goes beyond individual deals. “In B2B, a new account often drives years of repeat revenue,” he adds. Losing an account over AR friction isn’t just about today’s deal: You may be forgoing a long-term stream of revenue and potential cross-selling opportunities.

McKinsey confirms this: retaining customers costs less than a third of acquiring new ones, and existing customers generate 10% more revenue on average.

Even more concerning is that customers rarely complain. “They don’t see AR as negotiable,” Lenders explains. “Invoices, credit terms and payment processes are viewed as ‘the way you do business.’ Complaining or trying to negotiate better terms also feels like more work.” With switching costs low and alternatives often plentiful, buyers won’t wait for a better experience — they’ll find a supplier who already offers one.

Consider this near-miss: “A partner told us about a long-standing customer who nearly walked away after repeated frustrations with their AR process,” says Lenders. “Despite being a loyal customer, they found themselves caught in a cycle of late invoices, misapplied payments and wasted hours reconciling balances. While they were able to salvage the relationship, it came at a high cost. They had to dedicate significant internal time and resources to mend the relationship and implement a high-touch, manual oversight of the customer's account going forward.”

Partnering with a solution like Capital One Trade Credit prevents these costly issues, and frees teams to focus on more strategic initiatives.

Building AR systems for today’s buyers

Your customers aren’t all the same, so your AR experience shouldn’t be either. Some customers still prefer paper, others expect digital self-service portals and large accounts want white-glove service. A modern AR system gives you the flexibility to meet each customer where they are with self-service tools, personalized support and real-time visibility into their account.

Just as important is delivering a consistent experience across channels. With the average B2B customer using ten channels in their purchasing journey, it’s essential that every interaction — whether via web, phone or sales team — flows through a centralized AR system. “This ensures each channel has the same information and allows customers to switch channels seamlessly without repeating themselves,” Lenders says.

Flexible, multi-channel servicing models can also meet diverse customer needs. Routine interactions, such as retrieving invoices and making payments, can often be served through digital self-service options. When live support is needed or preferred, easy-to-reach service agents help ensure a seamless experience. For high-value and complex relationships, concierge-level service through dedicated support representatives can further elevate and differentiate the customer experience.

Technology that supports customer-centric AR

Automated credit decisioning is no longer a nice-to-have — it’s a competitive necessity, and nearly 9 in 10 finance leaders say it’s a top priority.^[1]

The right AR system can balance speed and risk to deliver near-instant credit decisions that allow for immediate purchasing. “By combining real-time customer data, automated credit scoring and tiered decisioning, it can approve low-risk accounts instantly while routing higher-risk or high-value accounts for fast human review,” Lenders says.

Self-service and visibility are key, too. Buyers expect online access to accurate, real-time account information including available credit, purchase history, invoices and payments. “There also needs to be flexibility with payment options, proactive alerts and an intuitive design to easily navigate for help,” Lenders says.

When disputes do arise, resolution needs to be just as efficient. A best-in-class AR solution should have a streamlined submission process, real-time tracking, rapid analysis and transparent follow-up — preventing minor issues from escalating into lost relationships.

The competitive advantage of customer-centric AR

“When products are similar, a fast, transparent and frictionless AR experience can set you apart, build trust and drive loyalty,” says Lenders. “Back-office efficiency can be a competitive advantage.”

Companies with unified AR platforms see measurable results: 63% report increased market share, 60% gain better visibility and control and 57% achieve increased instant credit decisioning.^[2] These advantages compound over time.

The benefits multiply when finance and sales are aligned. “Having a shared customer view via a centralized AR system creates visibility, while standardizing communication protocols align processes between teams,” Lenders says. This ensures consistency across every customer interaction and drives loyalty through transparency.

Transforming your AR process through customer experience

The B2B buyer landscape has evolved — today’s customers expect fast, flexible and transparent purchasing experiences that rival their personal digital interactions. For CFOs and finance leaders, this means reimagining accounts receivable not as a back-office function but as a strategic, customer-facing function that can unlock growth and loyalty.

Automated AR platforms make this possible by balancing customer needs with finance team controls. They reduce friction in the customer journey, build trust through real-time visibility and accelerate sales — ultimately turning AR into a true competitive advantage.

Ready to turn friction into flow?

Partner with Capital One Trade Credit to transform your accounts receivable into a strategic advantage that drives growth and customer loyalty. Get in touch today at [email protected] to learn how we can help.