Customer loyalty research and touchpoint surveys: Reduce customer effort and improve retention

Track b2b customer satisfaction and loyalty and set clear priorities for customer experience improvement – whether for individual touchpoints or across entire client relationships.

Customer loyalty research has shown that 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.


Our approach: Customer effort analysis and the Customer Effort Score

customer effort score

  • Research constantly shows that a key driver of overall customer satisfaction and customer loyalty is a brand that “makes the customer’s job easier”.
  • Customer effort analysis assesses the extent to which a brand is seen as actively seeking to make the user experience seamless.
  • There is a very strong relationship between performance on the Customer Effort Score and other critical brand health and customer experience metrics.
  • In addition to the overall Customer Effort Score and detailed scores throughout the customer journey, the data can be plotted to map the effort a customer perceives to have to put into the relationship versus the effort put in by the brand.

Case study: Supporting Arqiva in achieving CX excellence through actionable, account-level insights and recommendations

customer loyalty research - Arqiva case study

Arqiva is a leading telecommunications company, providing critical data, network and communications services.

They had strong Executive level backing for customer satisfaction research to take place annually, however, the most recent program was based on a short online survey and thus, did not provide the detailed insight required.

Arqiva approached B2B International to help refresh the customer experience program for 2021.


Case study: Gathering customer feedback along the customer journey and developing a customer-centric insight program for Brenntag

customer loyalty touchpoint surveys

Brenntag’s overarching aim was to develop an insight program which put the customer at the heart of everything it does, by providing Service Excellence to every customer, every day. As part of the insight program, Brenntag also required a research partner to ensure all customer feedback was collected in an independent and impartial manner.


B2B Customer Experience: A practical guide to delivering exceptional CX

Written by Nick Hague and Paul Hague, B2B Customer Experience is the essential guide to delivering an efficient b2b customer experience (CX). It provides clear advice on how to plan, map, structure, implement and control an effective customer experience.

The book takes key CX principles from the B2C world and remodels them for B2B. Examining leading B2C companies, such as Zappos, Nordstrom and John Lewis, Nick and Paul outline techniques for creating successful B2B customer experiences, how to build on the strengths of a business and how to engage sales teams with the customer experience program.


Watch: The 6 Key Steps to Customer Experience Excellence

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Activation services: Helping you get the most out of your research investment

Online surveys
Online Surveys
Advanced online surveys to high-quality, targeted respondents which offer cost savings, time savings and improved data accuracy.
mobile surveys
Mobile Surveys
Smartphones offer exciting, new possibilities for collecting market research data, particularly in b2b where respondents can be difficult to reach.
Personas / Segment Profiling
Bring your customers to life and gain a deeper understanding of their needs and challenges in order to more effectively market to them.
dashboards / reportals
Dashboards / Reportals
Advanced reporting and insight in real-time through custom reports, survey dashboards and portals.
Get in touch to learn more about how we can give you the edge with customer loyalty research
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