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

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: Finding the pain points of energy and commodities analytics buyers

Our client, a provider of energy and commodities information, had been running a global CX program for several years and wanted to refresh the existing program / questionnaire and capture greater insights through enhanced analytics by working with B2B International.

The ultimate end goal was to use the research to identify what “best in class” looked like and to help the client understand where it should focus its attention and resources to get there (setting realistic benchmarks).

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

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.

Our Clients

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

Advanced online surveys to high-quality, targeted respondents which offer cost savings, time savings and improved data accuracy.

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

Advanced reporting and insight in real-time through custom reports, survey dashboards and portals.

B2B Insights and Viewpoints: What we’ve learned from doing this type of research

Customer Satisfaction Surveys & Research: How to Measure CSAT

Why customer satisfaction is so important and how to best measure it

10 Key Tips on Building a Winning Customer Experience Program

Is your company looking to develop a leading customer experience program? Here are 10 key tips to help you out.

Customer Experience Management: How To Deliver On Customer Expectations

Customer experience management is becoming a top strategic priority for many firms. This article details best practices for improving customer experience.

Get in touch to learn more about how we can give you the edge with customer loyalty research