The customer experience is one of the most important factors in determining whether a first-time purchase becomes repeated, long-term business. That’s particularly true for B2B companies in the tech and energy spaces, where new, satisfied customers can go on to represent loyal and lucrative relationships.

As competition increases because of quicker shipping, more affordable or accessible material and the increasing role the internet plays in most business interactions, companies need to understand how to collect, quantify and act upon customer feedback if they want to be successful.

In today’s online environment, the problem and the solution act in tandem. It’s easier than ever to collect and access customer reviews, but how do you take that information and turn it into something useful?

Establish Your Goals

Yes, your main goal is to find out if your customers (or those that never went on to become customers) are unhappy with their experience, but what part of their experience? Sales? Their purchase? Shipping and delivery? Customer service? Website UX?

Before you begin to think about quantifying customer feedback, which will first require you to develop a method of collecting feedback, you need to determine what aspect or aspects of your business you really want to target.

Not sure where you need to target? It’s fine to go with a universal approach and then work from there, but don’t inundate customers with a sixty-minute survey and hope for the best. Craft concise surveys in order to ensure a higher response rate.

Select The Collection Method