Service Recovery Paradox In B2b: The Relevance Of Dispute Management Modules In AR Automation

In today’s age of B2B relationships where the duration of the relationship is critical, Service Recovery Paradox plays a pivotal role. The Service Recovery Paradox occurs when a customer thinks highly of a company after it has corrected a problem, compared to, if no problem had occurred at all. So, though the first preference for any supplier is to prevent issues in the first place, however in case same has occurred then the best solution is to resolve the issue(s) effectively and timely.

Many a times a customer raises an issue only when the invoice gets submitted and when the AR team tries to connect with the customer. Say for example, Supplier X has sold an MRI machine of
Rs. 7 crores to City Hospital. Now the Account receivables team of Supplier X raises an invoice for the MRI machine and submits it to the Accounts Payable team of City Hospital. The Accounts Payable team, in turn, will ask for an NOC from the Biomedical Engineering Department (BMET). Now in case the BMET doesn’t give the NOC and raises an issue that the machine is faulty then the invoice goes on hold and Supplier X must send service engineer(s) to resolve the issue. Now here in lies the challenge. Without the presence of a Dispute Management Module in AR, the supplier has a multipronged challenge at hand. Firstly, the invoice gets stuck and secondly the supplier-customer relationship goes south, in case the issue doesn’t get resolved quickly.

Dispute Management Modules in Accounts Receivables (AR) Automation Tools can significantly aid in addressing and mitigating the Service Recovery Paradox (SRP) by streamlining the resolution process and enhancing customer satisfaction.

Here’s how these modules can help:

  1. Efficient Dispute Resolution
    • Automated Tracking and Resolution: Dispute management modules allow for efficient tracking of disputes from initiation to resolution. Automation helps in logging disputes immediately, categorizing them, and routing them to the appropriate personnel for swift action.
    • Priority Handling: These tools can prioritize disputes based on predefined criteria, ensuring that critical issues are resolved promptly. This reduces the time customers spend waiting for resolutions, thereby enhancing their satisfaction even if a service failure occurred.
  2. Improved Communication and Transparency
    • Centralized Communication: The modules provide a centralized platform for all communication related to a dispute. This ensures that all parties are on the same page and reduces misunderstandings.
    • Real-time Updates: Customers and internal stakeholders receive real time updates on the status of disputes. Transparency in the resolution process helps build trust and demonstrates a commitment to customer service.
  3. Data Driven Insights
    • Root Cause Analysis: Dispute management tools can collect and analyse data on the types and frequencies of disputes. This information is invaluable for identifying recurring issues and addressing them proactively.
    • Performance Metrics: These tools provide metrics on resolution times, dispute types, and customer satisfaction post resolution. Analysing these metrics helps in continuously improving the service recovery process.
  4. Enhanced Customer Experience
    • Personalized Solutions: Automation tools can help tailor dispute resolutions to individual customer needs and preferences, providing more personalized and effective solutions.
    • Feedback Mechanisms: After a dispute is resolved, the system can automatically solicit feedback from customers. This feedback loop is critical for improving processes and ensuring that customers feel heard and valued.
  5. Proactive Dispute Prevention
    • Predictive Analysis: Advanced dispute management modules use predictive analytics to identify potential disputes before they arise. By analysing historical data, the system can flag high risk accounts or transactions for proactive review.
    • Policy Adjustments: Insights gained from dispute analysis can lead to adjustments in company policies or procedures to prevent similar issues in the future.
  6. Integration with Other Systems
    • Seamless Integration: Dispute management modules often integrate with other AR and CRM systems, providing a holistic view of the customer relationship and financial status. This integration allows for a more coordinated and informed approach to dispute resolution.


By leveraging dispute management modules within AR automation tools, businesses can effectively manage and resolve disputes, thus enhancing their service recovery efforts. These tools help in providing timely, transparent, and personalized resolutions, which can mitigate the negative impacts of service failures and even turn them into opportunities to strengthen customer relationships.

To know more how Inebura, a SaaS platform to manage your accounts receivables, write to


Sudarshan Banerjee

Inebura , Head of Product & GTM

Sudarshan Banerjee is a Product, Process and Automation professional. His areas of interest include Sales Force Automation Tools, Sales Process Construction, Data Science, Data Analytics, Statutory Audit and Compliance, Project Management and Change Management.

He has over 19+ years of experience in Business Development, Sales, Process Planning, Business Strategy and Product Development spanning across various domains namely ITeS, FMCG,Financial Services, Travel& E-com.