Business-to-Business relationships are usually more complicated than consumer relationships, and have much higher lifetime value. There are often multiple decision-makers and decision-influencers, making it hard to get a definitive read on the overall strength of the relationship at any given time. However, we've found that it's often not hard to get customers in a business relationship to provide feedback, since the relationship is often very important to the customer, too.
Here are some things to keep in mind when setting up a survey program for business customers:
A guest blog post by Peter Leppik, Founder and CEO of Vocalabs
Customer surveys are a key tool for understanding the customer experience, and they’re just as valuable in B2B as in B2C. B2B surveys are a little more complicated, but with some care and attention they can be very successful.
A guest post by Bill Johnson, President, WordWizards, Inc.
At the BMA Minnesota Learning Event on May 5, guest speaker Doug Beaudet will share the fascinating story of how Honeywell International, in its quest to become the “Apple of industrials,” approaches the customer experience in innovative and compelling ways.
Consider the case example of a local medium-sized company, a medical device manufacturer. Corporate leaders there recognized that 20% of their customers generated 80% of their revenue — customers the company could ill afford to lose. With input from the marketing team, the company devised a comprehensive strategy for rewarding, nurturing and retaining these very best customers. Following are six key elements of this strategy:
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