CRM and customer satisfaction surveys in B2B

In B2B, a single customer’s dissatisfaction can result in much heavier losses than in B2C. Purchases tend to be higher, so are the stakes, and even this trite question of “How likely are you to recommend our service?” takes on a greater significance.

The perks of an impeccable customer service are simple – they will buy again, they will buy more and they will make others buy from you as well. The bad news is that you are almost never going to get your customers’ feedback on what’s actually wrong… unless you ask.

  • 96% of dissatisfied customers never voice their complaints.
  • 80% of companies think they deliver excellent service, but only 8% of their customers actually agree with them.

Source of stats:

As we have seen in our CRM consulting practice, an average workflow for getting a customer to fill in a satisfaction survey will take at least the following steps:

Getting the feedback

  1. an initial request to fill in a survey
  2. an email reminder
  3. a phone call (to the most reluctant customers)

Dealing with the feedback

  1. immediate corrective actions to mitigate the issues
  2. long-term corrective actions based on the survey findings

Why shift it to a B2B CRM tool as much as possible? Obviously, automation helps to encourage the assigned employees and help them increase their efficiency. But there are more crucial points that will be hardly attainable otherwise:

Point 1: keeping all customer details in one system

Customer profiles with as much business-critical details as possible (communication history, personal preferences, key dates and any previous cases of addressing complaints or just bad feedback) will help to target customer experience precisely for each of the key accounts.

Point 2: managing satisfaction review systematically

The customer satisfaction research will become a unified practice done consistently and regularly, with in-depth visibility into the assigned employees’ progress.

Point 3: mitigating customers’ dissatisfaction

The system will guide through all steps of (the first apology letter, a personal follow-up from the top manager, an apology itself in the form of a next order discount, a free subscription, etc.) and suggest the required actions, leaving no case unhandled.

Point 4: analyzing the impact

The CRM analytics of customer satisfaction will point out the weakest points in your customers’ experience. This can support your strategic decisions in improving your customer service and tailoring it to the real-life situation.

Read more about CRM software as a customer experience platform in our previous blogpost.

This article originally appeared on ScienceSoft Blog and has been republished with permission.