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Theme: Customer Satisfaction

Most companies lose 45% to 50% of their customers every five years, and winning new customers can be up to 20 times more expensive than retaining existing customers.

Moreover, just a 5% reduction in the customer defection rate can increase profits by 25% to 85%, depending on the industry. Given these claims, it is imperative that customers know what makes buyers and specifiers choose one supplier rather than another.

A collection of our thoughts on the subject of customer satisfaction are gathered below:

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The Customer Journey and How Businesses Buy

Written by Colette Stevens and Paul Hague

Two questions are at the heart of business to business marketing – how do people make choices in favour of one supplier rather than another, and how can we push aside an incumbent supplier and break into a new account. This paper addresses these two questions and relates it to the customer journey.

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Six Steps To B2B Customer Experience Excellence

Written by Julia Cupman

In examining the customer experience of over 500 b2b brands, we identified a step-by-step process to achieving b2b customer experience excellence that applies to virtually all b2b brands.


Go Beyond In Customer Experience – A Conversation With Chris Daffy

Written by Nick Hague

Nick Hague, Chairman of B2B International, in conversation with Chris Daffy, customer experience guru. Nick and Chris discuss how to embed the very best customer experience in organisations.


The Six Pillars of B2B Customer Experience Excellence

Recent research we conducted with marketing professionals of large b2b companies showed that only 14% of firms are truly customer centric where the customer experience is embedded into their company culture. We examined over 500 b2b brands to determine what makes a differentiated customer experience and have identified the six pillars of b2b customer experience excellence.


Customer Loyalty: Love Is in the Air

A focus on relationship-building is vital in order to increase satisfaction and engender loyalty. This article, part of our series on developing a marketing strategy, aims to explore why building solid customer relationships is so important.

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Customer Satisfaction Surveys & Research: How to Measure CSAT

Written by Paul Hague and Nick Hague

Satisfied customers usually return and buy more, they tell other people about their experiences, and they may well pay a premium for the privilege of doing business with a supplier they trust. Therefore, when we win a customer, we should hang on to them.

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Brand Equity Research: Net Value Score – The Metric For Success

Written by Julia Cupman and Paul Hague

Many research studies provide measures on satisfaction and loyalty, but few provide measurements on perceived value. So, there is a need for a new tool that more accurately measures perceived value; this is where the Net Value Score comes in.


The laws of attraction

Learn the fundamental stages of customer retention and see how even small increases in customer satisfaction can lead directly to significantly larger profits. This infographic highlights the four core principles of retaining customers.


Power and influence

Which information sources are the most effective for customer advocacy? Is a webinar more trusted than word-of-mouth? See which sources rank where in this handy infographic, highlighting the five most trusted information sources for B2B buyers.


Enhancing your customer experience

To be able to enhance the customer experience, it is important to understand the factors, both rational and emotional, which play their part in the process. This infographic highlights the key factors in B2B buying decisions you should be aware of.

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