68% of users are willing to pay more for a product or service from a brand that offers good customer experience. The probability of selling to them is about 60-70%, as opposed to 5-20% for new customers.
In B2B, these numbers might not be as dramatic, but the satisfaction in the segment bears more significance to businesses. In B2B, clients expect a higher quality of service, which might be hard to achieve, especially for startups and small businesses.
What is B2B satisfaction, what is its significance, and how can a business elevate it?
In this article, we'll cover:
What Is B2B Customer Satisfaction?
B2B satisfaction is the level of satisfaction of the B2B decision makers and buyers with the service or a product, supplied to them by another vendor or business.
It can be measured and increased by improving the quality of service, product, and communication between the POCs.
Why Is B2B Satisfaction So Important?
It Shows Whether Your Communication Fits Your Client Base
Around 34% of B2B buyers limit their interaction with providers that overwhelm them with irrelevant content. 46% will not deal with a provider if their landing pages do not relay proper information.
Not seeing weak points in information and communication policies makes resonating with clients difficult for businesses. Delivering relevant and up-to-date information will make connecting with the POCs and forming loyalty easier and faster.
To add more traction and common points:
- Research the main values of your client base and develop your own values that will resonate with every client. It may be anything — from going eco to donating to charities chosen by the members of your team.
- Adjust your communication style for every client. This will help set and maintain a personal relationship.
- Always stay in touch with the clients via email or messengers to be on top of your communication.
It Shows Bottlenecks in Your Processes
33% of all B2B buying processes take longer because of the difficulty in understanding the information. In this case, an information delivery system is a bottleneck that needs optimizing or fixing. To find bottlenecks, ask yourself the following questions:
- What buying stage sees the most churn?
- What do customers list as your ‘room for improvement’ stage during surveys?
- Which stage is the most difficult for your team to follow the client through?
🚀 Identify weak spots, smooth out the experience, and always go forward.
It Shows How You Can Improve Your Service
B2B clients expect a higher quality of service. Satisfying them is harder, and bad quality of service or product usually has a more negative impact on their satisfaction, than in B2C.
95% of B2B buyers prefer to deal with businesses that take charge and can lead them through the buying process from start to finish. Conducting regular surveys and making sure to improve the service in accordance with the clients’ feedback will be the best strategy to adjust your service to your clients’ needs.
How to Elevate Your B2B Satisfaction?
Showcase Secure Solutions
B2B communication and partnership require encryption and protection, as a lot of it deals with sensitive information. Leaks and breaches can be very damaging to both: the company itself and the people working for it.
In just 2 years, the demand for Data Protection Officers has risen by more than 700%. Almost 100% of businesses now have a Chief Information Security Officer. This position has become a staple across all industries.
SupportYourApp is both PCI DSS Level 1 Service Provider and ISO 27001:2013 certified. We keep our systems as secure as possible, which makes our data and the data of our clients and their customers secure and protected.
Our in-house developed QCRM is another tool that helps our Support-as-a-Service teams provide more secure and safe communication solutions to clients and customers from around the world, no matter the difficulty of the product.
Continuously Collect B2B Customer Feedback
Constantly staying in touch with your customers as well as conducting constant surveys is a good way to learn what your clients and customers really think about your services. To ensure the success of the process, make sure that you:
- Are talking to the right people.
- Have established just the right information for collection.
- Know what you will do with the information when it is collected.
When it comes to B2B satisfaction, client feedback is an asset that can be leveraged to perfect your services and, as a result, get your client base even more satisfied.
Track Your Inner KPIs
To ensure the highest B2B satisfaction, a business should assess its own performance and KPIs. This can help it define bottlenecks and the overall performance of all teams. Among the most important B2B KPIs are:
- Website traffic
- Landing pages conversion rate
- MRR churn — how much money is lost due to customers’ cancellations monthly
- The number of leads in a period of time
- Email campaigns performance and so on
Keeping a close eye on these KPIs (yes, that almost rhymes) will help any business provide consistent services across the board.
B2B satisfaction is not unattainable. It is more difficult to achieve, track, and maintain, but it is always worth the trouble. Good services always help build a more trusting and stable relationship in the B2B segment.
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Anna started out in financial markets, diving into daily research on bonds and stocks. A passionate reader with a love for historical literature and international cuisine, she’s now all about mastering customer communication. She writes in-depth about customer support, backed by extensive research, and has become an expert on the topic.
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