Listening to your customers is a vital skill. That much is obvious.
Your current Voice of the Customer activities may be falling short of the mark and not giving you the insights you suspect are out there. Customer satisfaction surveys might not be giving you the information you expect. Asking too many questions may even have annoyed your customers.
As a B2B company, you are likely to have many touchpoints within your customers those who purchase your products, those who use them, the decision makers and the influencers. Who to target and how you approach them will vary depending on the objectives you set.
If you are setting up a customer survey for your B2B clients, here are some things we suggest you think about.
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