Saturday, February 22, 2020
How do you measure and improve customer satisfaction in B2B? Discover the key points to implement
For a long time, customer satisfaction surveys were intended for B2C consumers, but now B2B surveys are becoming increasingly popular. These questionnaires, which are mainly used to determine consumer needs and customer satisfaction levels, are now widely used in business.
Customer acquisition is a costly business, so building customer loyalty is a key strategic factor in ensuring profitability. And yet, it is still too often taken lightly by B2B companies.
A company's true value lies in its ability to build a constantly evolving customer portfolio and, above all, increased customer confidence. Read on to discover the essential elements for measuring and improving customer satisfaction in B2B.
Customer satisfaction surveys and their benefits for the company
By using customer satisfaction surveys, you'll be able to identify the real needs of your customers and prospects. You'll be able to identify your mistakes and correct them. You'll then be able to adapt your sales pitches according to what you've learned from your questionnaires. Your company's image and reputation will benefit from these upstream surveys!
To measure customer satisfaction, we recommend finding the right balance between qualitative and quantitative data.
With an online customer satisfaction questionnaire, you can summarize all the data collected. You then need to set up KPIs (Key Performance Indicators) to measure the overall effectiveness of a particular campaign, strategy or action. These KPIs require regular attention, and you need to organize your indicators according to the SMART method:
- Specific
- Measurable
- Reachable
- Achievable
- Temporal
We advise you to regularly question your B2B customers about their satisfaction, gathering information on their overall satisfaction rate, their satisfaction with a specific product, the frequency of product use, or their recommendation potential (NPS).
How to conduct a successful customer satisfaction survey?
To take into account the constraints of B2B customers, you need to keep your questionnaire short and to the point.
And don't hesitate to personalize your questionnaire to show the customer that you've taken an interest in them, which will guarantee a higher quality of customer satisfaction.
Indeed, you increase your chances of getting relevant feedback to your survey if you've already prepared it well to facilitate the customer's response. At SatisFactory, we guide you from start to finish to effectively measure customer satisfaction with our Feedback solution, using state-of-the-art technologies and Big Data.
The choice of KPIs is also fundamental to a successful questionnaire. There are a number of them.
The NPS, in particular, is recommended for companies able to collect more than 1,000 customer responses. It is not to be used as an overall performance indicator, but it is still useful to get an idea of the level of your customer's experience.
The Customer Satisfaction Score (CSAT) provides information on overall customer satisfaction, giving a reliable measure of the B2B customer experience.
With SatisFactory, you can guarantee reliable data with a low margin of error, accurately reflecting your customers' satisfaction with your product or service. In particular, survey software will enable you to track live data and current trends. Using a survey has become a must in B2B, and calling on a team of experts will give you a decisive competitive edge in your business strategy!
