High Value B2B Customer Feedback Services

This service has been designed for Business to Business organisations that wish to understand what their customers value the most and how well they are delivering that value.

Your Outcome: Actionable Customer Insights

The primary goal of the Genroe High Value B2B Customer Feedback Process is to provide you with actionable insights into what really drives customer loyalty.

  1. Examining each of the potential customer loyalty drivers in detail we plot the outcome on an Importance/Performance chart.Identifying what is important to customers is not as straightforward as it might seem. See How do you determine what is important to a customer? for more information.
  2. This chart identifies where to focus your efforts for the maximum business return.
  3. Once you know where to focus your efforts you can use the open-ended responses from the customer interviews to understand how to improve.

Customer Feedback Process

The overall feedback process has four steps: each designed to deliver a very specific outcome.


Step 1: Confirm objectives

We liaise with your key management to identify and confirm business drivers, customer decision drivers, priorities and survey objectives.


Step 2: Identify Potential Loyalty Drivers

Desk research and discussions with your project staff are used to identify potential loyalty drivers.

Two key sources are generally used to identify potential product and service drivers:

  • General product / service oriented questions (e.g. responsiveness) and
  • Specific questions focused on the products and services that the client delivers.

(Optional) Qualitative Interviews

It is common that internal company perceptions of which service attributes are important do not match with customer perceptions of what is important. When customer survey questions are generated exclusively from in-house material and staff input this can easily lead to a customer survey that asks irrelevant questions and does not capture what really drives customer loyalty.

In addition to the desk research, qualitative (partially scripted) customer interviews can be used to uncover the attributes that are potentially important to customers. Interviews are under taken with a range of customer roles to generate the list of attributes to be considered in the research.

Generally these are performed via telephone interviews

The result of this process is a list of well defined attributes (perhaps 15) that are potentially important to your customers.


Step 3: Measure Loyalty and Driver Performance

Genroe create the survey instrument based on the feedback from the qualitative interviews and/or desk research. The questionnaire will then be reviewed and approved by you.

Through a combination of on-line, telephone and face to face interviews (see below) Genroe will deliver the customer survey

(Optional) Face to face interviews

Genroe suggests the use of face to face interviews for high value customer contacts. This approach creates the best rapport with the interviewee and gathers the largest amount of qualitative information regarding the users’ perceptions and how to improve those perceptions.

Face to face interviews are performed by senior Genroe staff with appropriate business skills background to ensure that the tone and value of the survey is understood by the customer.

(Optional) Telephone interviews

Mid-importance customer contacts can be interviewed by telephone. These in-depth phone surveys usually last up to 30 minutes.

Our interviewers are trained to conduct in-depth surveys with high-level executives with your firm’s most important customers. These surveys are structured to provide solid, quantified data and have open-end questions, which are designed to elicit your customers’ true feelings about your services and products.

(Included) Internet Survey

Providing the ability to reach larger numbers of end users this approach provides solid quantitative outcomes for the scoring of various service elements but provides relatively less qualitative information.


Step 4: Report

Genroe collate and analyse the information collected in the interview process with Genroe recommendations into a report for delivery to client.

Next Steps

Client Testimonials

Hear from clients who have used our services.

Michael Bray

Genroe’s ability to be hands on with all areas of our business, guide each area of our business through the steps of introducing NPS into our BAU through outstanding communication, was their greatest strength.

Michael McGough

I had a proposal which I needed to present to the CEO of our group, who without speaking with Adam or anyone at Genroe said, “How long did you guys talk this is super detailed, this is exactly what we need, go ahead”.

Jeff McLean

I know 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.

David Schekoske

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

Joanna Thomas

Within days of implementing CustomerGauge we began uncovering our areas of strength and opportunities to improve our services to customers.

Craig Scowen

[Genroe] have provided a sound platform for Wolters Kluwer to develop a world class customer experience program, the project is already delivering results and we fully expect this to continue into the future.

Renee Farnham

Genroe, has added value to our business by truly seeking to understand our needs and providing us with tangible practical solutions – always!

Sam Riley

They stay there, they understand the business and then we get the benefit of all of their experience and they are specialist.

Bernice McLeod

Every change that we want, or any idea that we have, we can talk to Genroe and they will make it happen or do something to make it happen to the same effect.

Russell Evans

A combination of street smarts as well as just an academic understanding of what NPS is all about. Genroe are passionate about it.

John Moss

So, for me, it’s around the continued relationship and drive to improve our client loyalty, and just the sheer knowledge and experience in the Genroe team.

Mark Burgess

The Genroe team helped us develop the strategy, systems and execution to go to market. Genroe are a very professional and supportive partner. The methods, systems and project management practices all work well to keep the project on-track.

Angela Jones-Blayney

Reports produced by Genroe are of superior quality enabling the business to critically analyse its position to ensure decision making is sound and based on best practice data.

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