B2B customer experience management is hyped for good reason. In a B2B setting, customer dissatisfaction can lead to considerable losses as business customers make bigger purchases and expect to get what they paid for or they will spend their money elsewhere. The benefits of delivering an elevated B2B customer experience are straight forward. You customers will:

– Buy again
– Buy more
– And tell their friends to buy as well

The somewhat tricky part is that, in order to improve B2B customer experience you should understand the needs and wants of your customers. The simplest way to accomplish that is to go ahead and ask them. Enter the Voice of the Customer (VoC). VoC programs enable you to systematically collect customer feedback, tie it to business goals and use it to gather insights to identify pain points and build a B2B customer experience tailored to your customers’ expectations. To get the most out of this process, it makes sense to incorporate VoC feedback into B2B customer experience management.

Knowing what to ask, when to ask and how to interpret the results you are getting will ensure that all efforts that are made developing your company’s CEM are worthwhile. Integrating the process with the right technology will further ensure that the process is scalable and cost efficient. This is one of the reasons Surveypal and Funnel have entered into a collaboration which allows to seamlessly integrate feedback data into B2B customer experience management processes to enable effective decision making and fast track growth.


The perks of integrating VoC into B2B customer experience management

Enabling integrations between customer feedback data and B2B customer experience management solutions can prove to have great impact on business success. Surveypal and Funnel use the following steps to deliver VoC insights that align CX management, processes, and operational structures for businesses in an array of industries:

1. Branded surveys

Surveypal allows for the creation of personalized, explicitly branded surveys that are responsive in any channel. Online, brand-tailored surveys lead to increased response rates, and therefore, produce considerably larger data volumes that reveal the big picture in realistic terms.

2. Automated feedback processes

CX management puts the customer at the center of business decisions. The automation of the feedback process is time efficient and delivers insights systematically. This enables management to monitor the experience across different touch points of the customer journey and get a holistic perspective on customer relationships. As a result, certain components of the process of gathering insights can be standardized.  For example, you can determine beforehand in which touch points to gather for feedback, what kind of feedback questions and metrics to track, and to whom to redirect critical feedback.

3. Customer satisfaction insights

VoC metrics such as the Net Promoter Score (NPS), the Customer Effort Score (CES), or Customer Satisfaction (CSAT) can be used to infuse the B2B customer experience management with insights on where your business currently stands with its customers and to determine the success of initiatives designed and implemented to improve the B2B customer experience.

4. Automated customer feedback reporting

Customer feedback will not get you very far, unless you do something with it. Simply measuring and tracking is not enough. You need to act on feedback to achieve customer-driven growth. Automating the process of reporting VoC data saves time, money, and efforts. Automated reporting ensures that you don’t miss out on any feedback, that the right data reaches the right person, and that decision making is based on relevant metrics tied to your business goals. You can even set up workflows that automatically trigger more in-depth interviews with a sub-set of your customers to learn from or remedy any high-impact feedback gathered in the ongoing process.

5. Customized B2B CX analytics 

The combination of tools such as Surveypal’s API and Power BI can add one more level of efficacy in B2B customer relationship management. Showcasing customer analytics in easily understandable formats lets you drill down on what matters and not get lost in piles of data. These tools also allow to combine different data sources to get a holistic perspective of what is going on and what needs to be done.



Keti Limani
Content Marketer
Surveypal Oy



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