Trusted by teams at
CustomerGauge Exclusive Partner, Australia and New Zealand · 20+ years CX and NPS consulting
Two Ways to Run B2B Customer Feedback
Which one fits depends on how many customers you have, and how much each one is worth.
Executive Interview Programme
For B2B companies where a small number of key accounts carry most of the revenue.
- Confidential interviews with the decision makers at your biggest clients
- An email survey for your other customers and the wider contacts at key accounts
- Interviews run by senior consultants with real business experience, not a call centre
- Importance and performance analysis that shows where to act first
Investment: $15-25k, including the email survey
What the programme includesAlways-On CustomerGauge Programme
For hundreds or thousands of B2B contacts, with regular orders, deliveries or projects to survey after.
- Relationship and transactional surveys that run all year, not once a quarter
- Connected to your CRM and typically live in two to three weeks
- An account-level view of which clients are at risk, not just which people
- We coach your team to act on the feedback, so the programme keeps running
Investment: CustomerGauge licence quoted for your business, plus our set-up and coaching
About CustomerGaugeThe Executive Interview Programme
How the interviews and the email survey work together is set out in High Value B2B Customer Feedback below. This section covers the rest of what you would want to know before you commit.
Who We Speak To
By interview: the economic decision makers at your key accounts, the people who decide whether to renew and whether to buy more.
The invitation comes from a senior person at your company. We follow up to book a time, usually 15 to 30 minutes by video or phone.
By email survey: your other customers, and the wider contacts at your key accounts.
Who Runs the Interviews
Senior consultants with real business experience.
They know which answers to push on, so the conversation gets past “we’re happy with you” to the business issues underneath.
It is not a high-volume call centre working through a script.
What Stays Confidential
The interviews are anonymous. A comment is attributed to a customer only with their permission.
That is why they tell us things they would not say to your account team.
What You Get
- An executive summary of the key results and the opportunities for action
- Your Net Promoter Score
- An importance and performance chart: your strengths, where to focus, and where you may be over-investing
- Charts for each question, weighted by customer revenue where you want it
- The qualitative feedback, in your customers’ own words
We present the findings to your leadership team.
As an option, your own staff can take the same survey, so you can see where your view of your service differs from your customers’.
What It Costs
$15-25k, including the email survey. The price depends mainly on the number of interviews.
Most clients repeat the programme every year or two, to track improvement and rebalance where they focus.
High Value B2B Customer Feedback Services
B2C customer feedback techniques don’t work in a B2B setting.
A relatively small number of relatively high value customers with multiple stakeholders means you need a B2B specific approach.
Sending an email survey invite to your C-level contact is unlikely to generate useful feedback.
Occasionally, they’ll tick a few boxes.
Sometimes they’ll be offended.
Mostly their EA will simply delete your email.
None of which generates the insights you need.
Instead we use a mix of confidential face to face (video) interviews and higher volume email surveys to help you really understand what the key decision makers at your biggest clients are thinking.
Here’s how that works in practice.
Ask the right questions
Before we write a single question, we determine what actually matters to your customers.
Ask the wrong questions and all you get is a page of numbers that mean nothing. A strong score on something nobody cares about.
So first we uncover the real decision drivers, either from your existing feedback or through a short round of qualitative interviews.
Then we build the survey around those drivers, so every question is listening to the right attribute.
Two layers of feedback, run in parallel
Your most valuable feedback often comes from a relatively small group of senior decision makers.
We interview them one to one. Confidential, conversational, and now over video, so there’s no travel cost and no delay. Senior business person to professional senior business person, no call centres.
At the same time a broader survey captures the wider base and gives us the numbers to confirm which drivers really matter and which are one-offs.
We sample across your key segments and your highest-value accounts, not just the loudest voices, so the results reflect your whole customer base.
Both layers run together, so you get the full picture in weeks, not months.
An independent voice gets you the truth
In B2B your customers depend as much on you as you do on them, which is exactly why they often hold back the truth.
They don’t want to rock the boat or create conflict with a supplier they rely on.
As an independent third party, we hear the things they won’t say to your face.
And because we speak both technology and business, we can hold a genuine conversation with your most senior people.
- 20 Years Experience : Working with B2B Organisations
- Face to Face Interviews : With C-level Executives By Senior Genroe Staff
- Telephone and Email Surveys : For Mid-tier and Front Line Employees
- Loyalty Drivers : Identify & Rate What Customers Really Care About
- Analysis and Reporting : Action Based Analysis and Reports
- Executive Briefing : Sharing Results with Your C-Level
Net Promoter Score Systems
With Monetized Net Promoter® technology and a powerful reporting suite, CustomerGauge automates survey delivery, routes powerful insights, prioritizes follow-up and monetizes your account base.
According to Forrester, CustomerGauge is the best B2B VoC platform on the market.
Their unique B2B tool set helps you predict potential customer churn and pro-actively retain high value customers.
- Integrated Customer Loyalty Driver and Revenue Analysis
- Account Level Data View : Not just individual responses
- Multi-Stakeholder Management : Across all levels of the accounts
- Churn Likelihood & Recommended Actions
- Deep & Fast CRM Integration : To Dozens of CRM vendors
- Account Risk Assessment : Combining NPS And Revenue Data
“Absolutely have loved working with Genroe & the CustomerGauge team. They have been very supportive, above and beyond compared to any other business I have ever worked with”
- David Schekoske, Iron Mountain“One of the Managing Directors, who is in his late 50s, said when we put CustomerGauge in his business: it’s the single most transformational thing he’s ever seen in his 30 years in leadership.”
- Jeff McLean, Grays“If you are passionate about delivering a best in class customer experience then unreservedly, I recommend you partner with Genroe and CustomerGauge.”
- Peter Perla, SumoVoice of the Customer Consultants for B2B in Australia and New Zealand
Genroe are Voice of the Customer consultants for B2B companies in Australia and New Zealand. We design the programme, roll it out and coach your team to run it.
With 20+ years of experience in all areas of B2B Voice of the Customer program design and implementation Genroe has the expertise to ensure your success.
Our best practice rollout process has helped many organisations drive more value by listening to their customers.
- Step 1 : Governance and Change Management
- Step 2 : Develop Customer Journey Map
- Step 3 : Create Survey and Close the Loop
- Step 4 : VoC Quick Wins
- Step 5 : Big Bets
Customer Feedback Research and Insights
Design and execution of an effective B2B customer feedback process for your business.
- Customer Experience Survey Design : Creating an effective survey
- Survey Execution : Coding, delivery and data collection.
- Analysis : Statistical analysis to uncover hidden customer insights.
- Reporting : Engaging with Senior Executives to deliver findings.
Major Project Win / Loss Feedback
Losing a big B2B opportunity is more than disappointing – it’s also expensive.
You could just ask your client why you didn’t win, but they’re not likely to tell you the real reasons. Instead you’ll hear:
- “price”
- “you were a close second”
- “there wasn’t much in it”
Not useful.
We run an extensive and confidential interview process with your ex-prospect to uncover the real reasons you lost so it doesn’t happen again.
Let’s Talk Customer Feedback
Let’s chat about your business and what you’re looking to achieve in your customer feedback journey.
No obligation.
No pressure.
Just honest to goodness advice.