B2B Customer Satisfaction Survey: Advanced Analysis Methods for Impact

Client
A global company specializing in providing product testing systems to large manufacturers. More than 78% of the client’s revenue came from large accounts, which made customer loyalty absolutely critical.

Challenge
The client had already done 350+ customer satisfaction surveys with their key customers all over the world. The results were mostly as expected: some contacts were happy, some were not. Senior leaders were getting tired of seeing predictable findings that didn’t yield any direction for action.

The client also admitted the most frustrating part of all; most of the reports sat collecting dust. Customers’ feedback wasn’t inspiring any change and wasn’t helping them make better decisions. But how could they determine which areas they really needed to focus on to increase overall satisfaction and loyalty?

Solution
It might seem simple, but asking questions about what the client’s objectives were was a key place to start when analyzing the data. Finding out what segments had specific needs provided the starting point for determining which analysis methods would have the largest impact. Keeping the client’s goals in mind helped the team stay on track and set the stage for timely and high-impact analysis.

E.G. Insight Advantage
With the help of E.G. Insight’s experts in strategic analytics, the client was able to see new and impressive discoveries. The following three methods were used:

Method 1: Key Driver Analysis
Result: Discovery of the key drivers of customer loyalty and satisfaction

Method 2: Strategic Data Segmentation
Result: Highlights of specific areas to improve and where future resources need to be allocated

Method 3: Potential Defector Discovery
Result: The E.G. Insight loyalty matrix pinpointed where possible at-risk accounts were, and where there were opportunities to seize market share

All these quantitative methods were then used in conjunction with results from open-ended questions to drive precise and detailed plans of action.

Overall Impact The client was happy to see the time and money they had put into hearing the voice of their customers was finally being put to good use. The findings from the E.G. Insight team were used as part of their strategic planning initiatives. The findings also helped them capitalize on specific immediate opportunities to increase sales. With guidance from E.G. Insight, the client was also able to improve the questions they asked their customers, as well as add new questions to gain a deeper understanding in future surveys.