In today’s fast-paced, digital-first world, customer portals are no longer just a nice-to-have. They’re a core part of how manufacturers stay connected, responsive, and competitive. A customer portal is a secure, self-service platform where clients can access their orders, submit support requests, download documents, and get real-time updates without having to call or email. And for manufacturing companies, where communication often involves complex orders and tight timelines, that kind of transparency and access is critical.
In fact, 82% of manufacturers believe that customer portals give them a competitive advantage (Salesforce). And, according to McKinsey, B2B buyers today want a balanced mix of sales channels, including self-service options and remote interactions. So if you’re still relying on email chains and spreadsheets, it might be time for an upgrade.
Here are 3 key reasons why manufacturers should be using customer portals:
1. Gain a Competitive Advantage
Today’s customers expect the same ease of use and transparency they get from their consumer apps. A streamlined customer portal helps manufacturers meet those expectations and stand out from competitors still relying on manual processes.
According to our 2025 Customer Engagement Report, 70% of manufacturing and distribution companies agree that having a customer portal gives them a clear competitive edge. When buyers can log in, place orders, track shipments, and download past invoices, all without picking up the phone.
2. Respond Faster to Customer Inquiries
Speed matters. Whether it’s a parts shortage or a delivery question, every minute counts in manufacturing. Without a customer portal, your support team is buried in emails, phone calls, and spreadsheets. That slows things down—and customers notice.
Customer portals centralize communication and give clients direct access to the answers they’re looking for:
- Need an update on an order? Check the portal.
- Want to download an invoice? It’s already there.
- Got a question about a shipment? Submit a ticket and get notified when it’s resolved.
Our 2025 report shows a major gap in responsiveness: 60% of companies with a customer portal respond to inquiries within an hour, while only 20% of companies without a portal are able to meet that benchmark. That’s a 3x difference.
In an environment where a single delay can cause ripple effects down the supply chain, faster response times aren’t just a benefit, they’re a necessity.
3. Scale Customer Support Without Growing Your Team
As manufacturers grow, so do customer needs. But hiring more support staff isn’t always feasible or efficient. That’s where customer portals really shine: they allow you to scale your customer service operations without needing to grow your team at the same pace.
Instead of fielding repetitive requests, your team can focus on the more complex or high-value interactions, while the portal handles the routine:
- Clients can re-order common parts on their own
- Service history is always available
- Questions about pricing, shipping, or availability are answered instantly
According to our report, close to 50% of companies with a portal are not at all concerned about scaling their customer support, while just 35% of companies without a portal feel the same way. That difference reflects the peace of mind that comes with automation and better infrastructure.
Portals free your team from being the bottleneck. When done right, they actually enhance the customer experience and reduce internal friction. It’s a win-win.
Insights and Recommendations
Customer portals are quickly becoming a standard expectation in manufacturing. They provide a competitive advantage, improve response times, and help scale your customer support processes. More importantly, they’re what modern B2B buyers are asking for.
To dive deeper into the stats and learn how other manufacturers are using portals to drive growth, download our full 2025 Customer Engagement Report.
