B2B is a research world of its own
Those who have companies as customers work with professionals. Nothing seems more logical than to hire real professionals like Rogator for your B2B customer survey. Benefit from Rogator’s experience in the confident handling of index figures such as Net Promoter Score® (NPS®) or Customer Effort Score (CES). The following applies to B2B: Each survey is individual and there is no one like the next.
As your full-service provider, we will guide you competently through all project steps, from the kick-off to address procurement and the questionnaire, necessary translations and precise evaluation. With us you will not only learn about the satisfaction of your customers, but, above all, you will also gain insights into customer retention. Using multi-faceted analyses for your product groups and locations, we work with you to derive the potential for optimisation and establish direct contact with your very special customers.
Test our B2B demo questionnaires for various industries:
Your benefits of a B2B customer survey with Rogator
Sophisticated survey models
Using an index model, we find the perfect framework for your customer survey. Despite the enormous variety of products, services and customer relationships, we seek the standard in diversity. We flexibly adapt our models for CRI (customer loyalty), NPS® (enthusiasm) and CES (simplicity) and supplement them with questions about strategic factors, your image or your competitors.
Optimisation of the return flow
Based on our many years of experience and expertise, we will work with you to individually design the important phases of advance communication and survey invitations. It is at these points that most mistakes are usually made, which can later lead to a lower response rate. With the help of various recommendations and measures, we will find the optimal strategy for you to get even supposedly difficult customers into the survey.
We use all available information for a reasonable and goal-oriented analysis of your survey data. These evaluations are carried out on your central markets and/or product groups in relation to target groups. Individual analyses for the most important customers are also possible and expand your knowledge of their specific needs. The most direct form of feedback is the "profile" for each participant, which for data protection reasons, can only be generated if the participant voluntarily becomes de-anonymised.
The key success factors of a B2B customer survey
1. Advance communication
As with hardly any other form of survey, it is crucial for the success of the B2B customer survey that coordinated advance communication with the participants takes place. With the help of an optimised communication strategy, the ideal conditions for a high willingness to participate can be created in advance. The subsequent e-mail invitation to the survey should not be the first point of contact with the survey project for the customer's contact persons.
2. Analysis model
In addition to coordinated communication, a well-conceived model of customer satisfaction and customer retention is key to success in the B2B sector. Here it is important to identify the influencing factors relevant to the company in strategic and operational terms. Rogator recommends its models of the Net Promoter Score® (NPS®), the Customer Retention Index (CRI) and the Customer Effort Score (CES) as a basis for analysis. These constructs are used to measure the decisive factors for a successful customer relationship: Enthusiasm, customer retention and simplicity.
3. Responsive design
The design of surveys in "Responsive Design" has meanwhile become a common practice. The Rogator G3plus software offers all necessary options for this purpose. The mobile display is automatically used as soon as the survey is called up via a smartphone, by way of example. This option is mainly used for B2B surveys by participants in management positions.
Rogator advises you individually on all questions regarding the B2B customer survey
How long may the B2B questionnaire be?
People often see the risk that customers will not participate in the survey, for example if it takes longer than 10 minutes. This fear does not coincide with the many years of experience at Rogator. Customers are often prepared to sacrifice 15 or 20 minutes of their time, provided that the questionnaire is professionally prepared in terms of content and appearance.
What are the response rates to a B2B customer survey?
The response rate largely depends on customer involvement, communication efforts and, in particular, address quality. As a rule, 30 percent is already considered a good response rate, although there are always outliers up and down. However, it is also important to achieve as even a rate as possible across various customer groups.
Is the NPS® not already outdated?
In Rogator's view, the Net Promoter Score® is still very useful if it is used for what it is: a very sensitive and sometimes volatile unit of measurement and as an alarm signal. Often minor trends can already be identified via the NPS®, which are not yet reflected in the general customer satisfaction. For this reason, it is also and especially used for transactional surveys.
What other questions are useful?
This depends mainly on the client's business structure and the survey objectives. The following research questions are recurring: What image does our company have with customers? How are individual business units or products valued? How do customers rate the further cooperation? What trends do you see for the industry in general?
Should customer surveys be incentivised?
In order to reward the participants, significantly fewer incentives are usually required in the B2B sector than in other surveys, as the participating customers have a high intrinsic motivation. In addition, compliance guidelines have to be observed, which is why altruistic motives are possible, e.g. a donation to a charity organisation per participant.
How important is communication after the event?
The importance of communicating post-event results varies from one company to another. However, this communication can be important as a motivating factor for the next survey. Therefore, it is quite common and useful to provide clients with the most important results and initial conclusions of the study in a short form. This can be used to convey the message that customer feedback is also taken seriously and that appropriate follow-up measures are taken.
Offer several language versions
The online method and our professional questionnaire software G3plus allow your customers to freely choose the questionnaire language. And providing multiple languages is an act of courtesy and appreciation towards the participants. This is why as high a proportion of people as possible should be able to participate in their mother tongue. This generally also leads to a higher response rate.
The “English only” option is often unsatisfactory and may lead to a lower validity of the measurement (due to comprehension problems) or even to the rejection of the customer survey. The necessary translations can be arranged by Rogator within a few days at a reasonable price or they can be provided by the client itself. The Rogator software offers no restrictions regarding the quantity and selection of certain languages. Language variants such as “French for Canada” or “Spanish for Latin America” are also planned.
Services at a glance
1. Kick-off workshop and consulting
2. Support for advance communication
3. Development and translation of questionnaires
4. Questionnaire programming
5. Participant invitation and multiple reminders
6. Evaluation and reporting
7. Presentation of results
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