---
title: Using customer data models for B2B2C
description: With the business-to-business-to-consumer \(B2B2C\) model, organizations across industries can easily configure multi-level customer relationships and support business customers who can support their end consumers.
locale: en-US
canonical_url: https://www.servicenow.com/docs/r/australia/customer-service-management/using-b2b2c.html
release: australia
topic_type: concept
last_updated: "2026-03-12"
reading_time_minutes: 2
breadcrumb: [Customer management, Use, Customer Service Management]
---

# Using customer data models for B2B2C

With the business-to-business-to-consumer \(B2B2C\) model, organizations across industries can easily configure multi-level customer relationships and support business customers who can support their end consumers.

## Understanding the B2B2C model

The B2B2C model involves interactions where a business sells products or services to another business, which then provides these products or services to the end consumer. The functionality supports multi-layered relationships by capturing and organizing relevant data across both business entities and end consumers.

## Benefits

-   Improved Data Accuracy: By structuring data methodically, it confirms that information is accurate and up-to-date, reducing errors and enhancing decision-making capabilities.
-   Enhanced Customer Insights: The data models provide a holistic view of both business customers and end consumers, enabling a better understanding of customer needs and preferences.
-   Operational Efficiency: Streamlined data management processes lead to faster service delivery and issue resolution, improving overall operational efficiency.
-   Scalability: As businesses grow, the data models can be scaled to accommodate more customers and complex relationships without compromising on data integrity.
-   Personalized Service: With detailed customer data, businesses can offer tailored services and solutions, leading to higher customer satisfaction and loyalty.

<table id="table_f5v_ypt_kdc"><thead><tr><th>

Topic

</th><th>

Description

</th></tr></thead><tbody><tr><td>

[Associate an account with consumers](https://raw.githubusercontent.com/ServiceNow/ServiceNowDocs/australia/markdown/australia/customer-service-management/t_AssociateConsumersToAccounts.md)

</td><td>

Enable customer service managers to identify the end consumers who are using products or services and track customer information.

</td></tr><tr><td>

[Associate sold products with account consumers](https://raw.githubusercontent.com/ServiceNow/ServiceNowDocs/australia/markdown/australia/customer-service-management/t_AssociateSoldProduct.md)

</td><td>

Enable customer service managers to track sold products or services by associating sold products or services with account consumers.

</td></tr><tr><td>

[Associate install base items with account consumers](https://raw.githubusercontent.com/ServiceNow/ServiceNowDocs/australia/markdown/australia/customer-service-management/t_AssociateInstallBaseItems.md)

</td><td>

Enable customer service managers to track the instances provisioned by associating install base items with account consumers.

</td></tr><tr><td>

[View install base information as an account consumer](https://raw.githubusercontent.com/ServiceNow/ServiceNowDocs/australia/markdown/australia/customer-service-management/view-install-base-for-account-consumers.md)

</td><td>

Track the instances provisioned for your account and which products or services run on them by viewing a list of install base items.

</td></tr><tr><td>

[View sold products information as an account consumer](https://raw.githubusercontent.com/ServiceNow/ServiceNowDocs/australia/markdown/australia/customer-service-management/view-sold-products-for-account-consumers.md)

</td><td>

Track the products or services sold to your account by viewing the list of sold products from the Customer Service Portal.

</td></tr></tbody>
</table>