B2B Customers: The Guide to Building Better Surveys
Interaction Metrics
by Martha Brooke
1M ago
How happy were your B2B customers this year? In 2023, what will you do differently? B2B Customers: The Guide to Building Better Surveys The reason I ask is that most B2B customers are having mediocre experiences: The software development company ClearlyRated finds that B2B sectors like manufacturing, engineering, and banking have NPS scores in the mid-40s. And the market research company B2B International reports the average NPS for B2B sectors is between 25 and 33.   In other words, B2B customer experiences are two tiers away from what Bain and Co. considers ‘world class performanc ..read more
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3 Tips to Improve Your Survey Response Rate
Interaction Metrics
by Martha Brooke
5M ago
What are you doing to boost your survey response rate? Nearly every day, I get at least one request to take a survey. I bet you do too. Particularly after a trip, I am deluged with surveys from the hotel, airline, rental car, and more. I rarely take any of them. If your customers ignore most of these requests as I do, this can lead to a poor survey response rate. Here are three tips to get that fixed.   Tip 1: Use Compliance Techniques Simply asking customers to take your survey won’t achieve a high response rate—there’s a lot more to it. Social proof, as in “other customers have already ..read more
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Rules for Writing B2B Customer Satisfaction Survey Questions
Interaction Metrics
by Martha Brooke
7M ago
Too much to read? Get the PDF version here! According to McKinsey & Company, B2B companies score less than 50% on customer satisfaction while consumer companies score between 65% and 85%. That’s a big divide.  My strong contention is that B2B companies underperform because they fail to get meaningful customer feedback. And the reason they lack good feedback is they often copy copy and paste their B2B customer satisfaction survey questions from consumer surveys.  While it’s wise for B2B companies to borrow some practices from their consumer counterparts, survey design is not one ..read more
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Measuring Customer Satisfaction: A Customer Experience Consultant’s View
Interaction Metrics
by Martha Brooke
8M ago
Companies depend on happy customers to thrive. And yet… customer indifference is the norm. The latest average American Customer Satisfaction Index score is 73.2. And XM Institute reports the average Net Promoter Score is 15. Yikes! Why are so many companies getting a C grade? As a Customer Experience Consultant, I see that CX teams are too often not inquisitive enough about their customers’ thoughts and feelings. Instead, they lock into a single question, method, or point of view. Customer Satisfaction Leaders & Laggards Customer satisfaction leaders use multiple methods, ask many questio ..read more
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How to Match B2B Customer Satisfaction Survey Questions to B2B CX
Interaction Metrics
by Martha Brooke
9M ago
Too much to read? Get the PDF version here! According to McKinsey & Company, consumer companies score 65% to 85% on customer satisfaction. But the average score for B2B companies is under 50%. That’s a big divide. One reason B2B companies are underperforming is they often copy their B2B customer satisfaction survey questions from consumer-facing companies. Using the wrong survey design is guaranteed to give you low response, faulty data, blurry insights, and vague next steps. Let’s get that fixed. First, I’ll touch on the five main differences between business and consub mer CX. Then I’ll ..read more
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How to Improve Survey Results: 3 things you (probably) don’t know that will make your surveys worth the effort
Interaction Metrics
by Martha Brooke
10M ago
Companies everywhere use surveys to measure customer satisfaction. But are their surveys good? When thinking about how to improve survey results, the usual path a company goes down is this. First, a company buys a license to a platform like Qualtrics, Medallia, or SurveyMonkey. They Google to find examples of survey questions. And they brainstorm questions with their colleagues. Then they combine the questions with the platform and release their survey into the world. Most of these surveys are poor and companies don’t know how to improve their survey results. As Quality Guru W. Edward Deming ..read more
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Need a Customer Survey Company? Let’s Find Out!
Interaction Metrics
by Martha Brooke
1y ago
When done correctly, customer satisfaction surveys uncover your wins, gaps, and missed opportunities. That’s why customer survey companies abound. But first things first, do you need a customer survey company? Or, with the various software platforms like SurveyMonkey, should you just pay for the software license and do it yourself? Survey Software or Customer Survey Company? Occasionally, you’ll run into a company that has developed its own survey software, but with so many good survey platforms available, that’s rare. Usually, you’re working directly with the software provider or with a cust ..read more
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Need a Customer Survey Company? Let’s Find Out!
Interaction Metrics
by Martha Brooke
1y ago
When done correctly, customer satisfaction surveys uncover your wins, gaps, and missed opportunities. That’s why customer survey companies abound. But first things first, do you need a customer survey company? Or, with the various software platforms like SurveyMonkey, should you just pay for the software license and do it yourself? Survey Software or Customer Survey Company? Occasionally, you’ll run into a company that has developed its own survey software, but with so many good survey platforms available, that’s rare. Usually, you’re working directly with the software provider or with a cust ..read more
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Need a Customer Survey Company? Let’s Find Out!
Interaction Metrics
by Martha Brooke
1y ago
When done correctly, customer satisfaction surveys uncover your wins, gaps, and missed opportunities. That’s why customer survey companies abound. But first things first, do you need a customer survey company? Or, with the various software platforms like SurveyMonkey, should you just pay for the software license and do it yourself? Survey Software or Customer Survey Company? Occasionally, you’ll run into a company that has developed its own survey software, but with so many good survey platforms available, that’s rare. Usually, you’re working directly with the software provider or with a cust ..read more
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Futureproof: Customer Service with a Human Touch
Interaction Metrics
by Martha Brooke
1y ago
Is human connection a pillar of your brand? Are your people central to your company’s core values? If so, your customer service should be staffed by employees who know how to add a human touch. Otherwise, your customer service will undermine your message and leave customers feeling you’re conflicted and out of sync. What it Means to Have a Human Touch But what exactly does the human touch mean? In his new book Futureproof: 9 Rules for Humans in the Age of Automation, New York Times columnist Kevin Roose provides lots of clues. His goal is to pinpoint those attributes that separate our intelli ..read more
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