Utilizing Surveys for Greater Employee and B2B Customer Loyalty

It’s crucial to understand not only how the B2B landscape has changed over time, but also how customers have changed. It’s also necessary to ascertain how consumer demands and communication preferences have changed over the last 18 months.

B2B marketers devote a significant amount of time to identifying target customers and developing ideal customer profiles, which are subsets of target customers who are most likely to become high-value accounts. As long as the customer profiles are correct, this technique aids B2B enterprises in shortening the sales cycle and increasing conversion rates.

However, several B2B businesses are discovering that their ideal consumer profile has evolved as a result of the pandemic. People who were once considered high-value customers may no longer meet that definition, while target consumers who didn’t previously fit all the parameters may have evolved to fit the ideal customer profile.

According to McKinsey analysis, “These Eight Charts Show How COVID-19 Has Changed B2B Sales Forever”, Online and remote selling, according to B2B decision makers, is just as effective as, if not more effective than, in-person sale. When it comes to communicating with current customers, digital prospecting is also beneficial. The tremendous change to a new digital world is here to stay in important ways, and businesses must be prepared for what comes next.

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Survey data in high demand

Marketers recognize that things have changed in the B2B world, which is why survey data is in such high demand. Surveys such as customer satisfaction scores (CSAT) and net promoter scores (NPS) are being used by businesses to better understand how their products and services are perceived. Because consumer opinions have shifted dramatically in the last year and will continue to do so in the future, it’s a good idea to keep track of these scores and use the information to improve marketing efforts.

Businesses can rapidly gain an accurate and realistic view of their brand and discover customer trends by asking customers to rate the likelihood of recommending their company or service to a friend via an NPS survey. A downward trend can alert them to a potential issue so they can handle it soon, while a rising trend can offer early indications of how customers are responding positively to improvements.

CSAT surveys, on the other hand, can help B2B organizations track customer attitudes toward products and services as well as responses to processes like requesting technical assistance. This type of survey is especially useful today since customers interact and buy goods and services through a variety of channels, so marketing teams should examine how well everything is performing.

Getting a more complete picture

Surveys can help B2B organizations explore the views of partners and/or account managers who interact directly with customers, in addition to monitoring customers’ general attitudes regarding the company and its products and services. With more sales and purchase decisions being made online, knowing what’s going on in the field may provide insight into the customer experience and, if applicable, the service they receive at the point of delivery.

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Stopping consumer churn is critical, but surveys can also help keep employee churn under control. Since the “Great Resignation” is in full swing, with millions of people resigning their positions in search of better work-life balance, greater flexibility, more personal fulfilment, and/or higher income, there is a growing risk of high turnover.

Boosting response rates with actionable data

Surveys can help marketers enhance B2B operations, products and services, employee satisfaction and customer satisfaction. However, obtaining actionable data is crucial, which means they will need a high response rate. A survey’s response rate can be boosted by using the correct wording to interest customers and employees, and by sending it out via several channels such as email, automated calls, and SMS.

The next stage is to implement efficient procedures and workflows, as well as analytics that can interpret the data’s narrative and distribute it to the appropriate individuals. Reports that make sense in the context of the industry should be available so that the B2B team can readily comprehend and implement the findings. Marketing teams can ensure that their organization can respond to feedback fast and effectively with these assets in place.

The most critical thing to do once actionable data is available is to follow up. B2B organizations that conduct customer surveys and ask employees to rate their experiences build the expectation that the company values the feedback and will use it to improve. It’s a requirement, but it’s also an excellent opportunity to boost consumer and employee loyalty, which can be a significant competitive edge in today’s market.

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