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Guest Post: Why B2B Businesses Need Customer Feedback

When it comes to budgeting for 2014, many CEOs are trying to decide what new initiatives will move the needle next year. But why not get the info from the horse’s mouth: your customers! They know better than you where their pain points are, and there’s not a single problem inside your company that can’t be solved with keen insight from your customers. B2B customers interact with so many touchpoints within your organization—how can you know whether their expectations are being met if you only send a survey after a support incident? Enabling customer success should be ingrained throughout the organization and feedback should be captured across interactions.
Check out this infographic using actual Waypoint Group client data to illustrate why your customer should be number 1 in 2014. Some key takeaways:
1) Make the most of your feedback and Net Promoter Score (NPS) by making it actionable and impactful through financial linkage.
2) Drilling down to the root cause of both customer “bright spots” and “pain points” accelerates delivery of solutions that create more Promoters.
3) Pay attention to your non-responders – their silence is definitely telling you something.
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For more information on how to drive Customer Success in your B2B firm and turn insight into action (and revenue!), visit www.waypointgroup.ORG/solutions or email me, Steve Bernstein, steveb@waypointgroup.org.

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