Data is becoming increasingly essential as more B2B companies transition toward a highly remote setting. Digital operations and communication requires capturing, organizing, and distributing data.

Customer feedback is one crucial type of data that facilitates account expansion and retention, if used in the right manner. A Gartner research reports that 81% of companies will compete primarily on customer experience. Therefore, B2B companies must establish a regulated customer feedback system with high ratings, contributing to an active referrals cycle.

However, direct requests for B2B customer feedback are disorganized and may result in general answers that might fail to contribute toward business and customer success. Through structured data management, companies can optimize customer feedback quality to gauge satisfaction levels and responses.

Capturing Customer Feedback

The data collection process of customer feedback differs between B2B and B2C companies. B2C companies experience higher customer traffic in their online stores. As a result, account managers can receive reliable data streams from contact forms, online chat, and surveys.

While B2B companies experience lower user traffic, they can receive detailed and significant information through familiarity and regular communication with a small group of key customers. According to research from Nielsen Norman Group, five quality testers could be sufficient for a reliable survey.

Based on the Nielsen Norman Group findings, a single test user provides a massive amount of information in comparison to non-testing. A second tester contributes by delivering slightly varied preferences from the first tester. However, the number of unique insights become increasingly negligible past the five-user mark. The study suggests that B2B companies should not underestimate the power of feedback from a small pool of dedicated customers.

Additionally, B2B leaders may categorize customers into expert user groups or customer panels according to their specific interests and needs. Subsequently, leaders may walk various groups through the business’ vision and roadmap before requesting detailed feedback.

Business leaders should consider preparing relevant advice according to client feedback or begin with the end in mind. B2B leaders should always keep track of measurable goals and objectives behind customer feedback initiatives. Companies may close the feedback loop with individual customers or operate on an organizational level with groups of customers.

Customer Health Score and Structured Data

Customer feedback involves multiple facets, like user stories, roadmaps, and reviews. Account managers should gather and manage each information closely with a reliable system.

Ultimately, a company’s customer health score involves the contributions and collaborations of various specialists in the B2B team, and structured data can help align each team’s goals for improved overall outcomes. B2B companies may divide their customer feedback strategies into three major categories:

  • Automated surveys
  • Listening/caller solutions
  • Customer success platforms.

Structured feedback provides various teams with easily accessible data (that makes sense regardless of department), which drives improved collaboration and customer success. By integrating the variety of customer data from diverse sources, such as marketing, VoC platforms, and fragmented data from social media and company websites, the entire team receives a unified view/dashboard that drives action and productivity across the organization.

Marketing Team

Marketing teams can learn more about customer perspectives from structured data to drive improved ROIs and adoption strategies. Through insightful metrics, marketers can prepare well-informed segmentation and run respective tests on verticals to optimize the right voice for best results

Sales Team

Through customer response and structured data, sales teams can learn more about the customer’s standpoint to ensure they apply the most critical aspects of VoC for training to expedite sales cycles.

Product/Engineering Team

Product teams can turn to structured feedback data to understand the value of a product perceived by customers instead of quantitative information collected from automated surveys. For example, the structured data from survey calls will help product teams learn more about the customer experience to build a continuous feedback program.

Clear and structured data enables engineering teams to collaborate with CS managers through aligned OKRs (Objectives and Key Results). The presence of engineers in a customer feedback session can improve credibility levels and strengthen core relationships between the business and its customers. Engineers can also directly discover insightful details from customer data to fine-tune the product for greater efficiency.

Upon the collation of valuable feedback, data managers should proceed with categorization. The process involves sorting customer input according to clear objectives that add value to the business. For example, companies may apply data to evaluate the current customer success levels or build user-generated content that drives sales.

Applying Customer Feedback

Customer feedback provides companies with a clearer understanding of their services and customers’ loyalty toward their brand. Research shows that it costs less for businesses to retain existing customers compared to converting new leads. Structured customer feedback data can help companies react to the expectations of customers in their moment of need.

Additionally, it is essential to note that B2B companies feature long sales cycles that may turn stale and ineffective over time. Through reliable customer feedback, B2B companies can improve existing processes and fix issues that may remain undetected by the internal team.

Structured B2B feedback can help improve the number of happy customers by considering all types of responses. Negative feedback can help companies shape existing processes according to customer preferences, while positive feedback will keep the business on the right track.

Consulting an Expert

Specialized customer success platforms like Medallia Strikedeck provide B2B companies with the advanced tools required to create a seamless customer feedback flow. Our Flexible software can help businesses manage their structured data with a highly responsive 360 customer success dashboard that integrates every customer record.

Additionally, Strikedeck’s platform provides an intuitive customer segmentation process that categorizes groups based on diverse attributes that support a highly personalized outreach. With Strikedeck, B2B companies can receive structured customer feedback data effortlessly with an integrative feature compatible with over 50 applications, including popular cloud-based providers Salesforce and Jira.

The experts at Medallia Strikedeck understand the strategies and approaches necessary to gather and assess customer satisfaction levels with precision. Speak with one of the team today to learn how to optimize your customer feedback strategies with critical insights to achieve higher customer retention and increased revenue.