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: Finding the pain points of energy and commodities analytics buyers

customer loyalty research

Our client, a provider of energy and commodities information, had been running a global CX programme for several years and wanted to refresh the existing programme / 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).

 
 

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 organisations, 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 programme.

 

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, challenges and behaviours 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

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