Business-to-Business Customer Feedback


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The overwhelming majority of customer service surveys happen in the business-to-consumer world.

Which, if you think about it, is a little strange given that the business case for an effective customer feedback program is much stronger in the business-to-business world. In B2B, the value of each customer is usually higher, the acquisition costs higher, and the length of the relationship longer. Reputation and word-of-mouth is just as important in B2B, but it’s less likely to be visible through social media and other public channels.

We have a number of very successful B2B customer feedback programs in place, and our clients have found it to be a powerful tool. Many of the tools and techniques we use in B2C customer feedback are just as useful in B2B, such as real-time interviews, delivering data to the front lines in real-time, and a robust service recovery process.

There are a few things to be aware of, though, when implementing a B2B customer feedback program:

  • Reaching the right person can be more of a challenge than in B2C. It’s common to have multiple contacts for each customer and lot of out-of-date information.
  • B2B customers are very willing to talk to an interviewer for a few minutes–refusal rates are typically very low. However, you need to respect their time, and automated surveys are not likely to be successful.
  • B2B customers expect a high level of service, and if they have a complaint they expect it to be addressed. A proper service recovery process is not optional.

So don’t listen to the people who think you can’t do customer feedback in B2B–our clients know it isn’t true.

Republished with author's permission from original post.

Peter Leppik
Peter U. Leppik is president and CEO of Vocalabs. He founded Vocal Laboratories Inc. in 2001 to apply scientific principles of data collection and analysis to the problem of improving customer service. Leppik has led efforts to measure, compare and publish customer service quality through third party, independent research. At Vocalabs, Leppik has assembled a team of professionals with deep expertise in survey methodology, data communications and data visualization to provide clients with best-in-class tools for improving customer service through real-time customer feedback.


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