October 27, 2009

Do B2B Customer Satisfaction Right In Tech

Implementing Four Key Disciplines Will Save You Time And Money

by Brad Bortner

with Ellen Daley, Chétina Muteba

Executive Summary (This is a document excerpt)

Business-to-business (B2B) customer satisfaction research is not some sort of rare, exotic research. The same benefits of highly satisfied consumer customers will come to those who execute on actionable B2B customer satisfaction research, including enhanced loyalty, willingness to recommend, and higher share of wallet. It is also similar in terms of many of the best practices required to execute it. B2B customer satisfaction does have some unique issues associated with it that you ignore at your peril. These include the need to integrate channels and other intermediary satisfaction research into your analysis; dealing with small populations with weighting; knowing how to interview the appropriate decision influencer within an organization; and assessing whether satisfaction is not a driver of business results within your market, but merely table stakes for customers whose loyalty is driven by other factors such as switching costs or price.

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