Measuring customer satisfaction, especially in the world of B2B, is a challenging task. Frequently, by the time a customer satisfaction issue is evident, it's too late to solve the problem. You need to get in front of such situations if you want to maintain top-notch satisfaction.
How do you do that? Your first goal should be to gather B2B customer satisfaction feedback. Organizations can utilize these four methods to solicit and gather B2B customer feedback data.
Deploy Surveys and Polls
Oftentimes, the most direct approach works the best. A business should have multiple forms of contact information for each customer. It can use these contact channels to solicit B2B customer feedback in the form of surveys and polls. You can then collect the results, cross-reference them with your customer database, and identify which groups of customers may be unsatisfied.
Use Meaningful Groupings
It may be tempting to look at your customers as a monolith. However, you should try to group them by demographic similarities. For example, you might create groupings based on different industries. Similarly, you could group them by employee counts, market caps, or customer bases.
As long as you can produce a statistically significant dataset for each group, you should consider creating and applying groupings for later analysis. Likewise, once you've collected enough data about the groupings, you might want to even send them different surveys and polls based on their interests and the nature of their businesses.
Only Ask Complex Questions if You Can Justify Them
Whenever possible, try to keep survey and poll questions as simple as possible. If you want someone's opinion about how happy they are with services and products, for example, try to use a simple scale like one to five. Where possible, focus on fill-in-the-blank answers rather than open-ended written ones.
Ideally, you should avoid questions people can read into, too. A question with a hard answer, such as how many times a firm contacts your company for customer support, is going to be better than one with a general answer.
Response rates matter, especially if you're trying to encourage a few hundred customers to respond so you can have a decent sample size. Small incentives for responses can prompt people who might be focused on other things to give your B2B customer satisfaction feedback survey some attention. Gift cards, even for small amounts, can work well. If you can offer a one-month subscription or membership, that can work well, too.