B2B Customer Satisfaction Research

Improve The Customer Experience, Earn Greater Loyalty

Great customer experience correlates directly to business success. Research shows that leaders in customer experience are 3 times more likely to have significantly exceeded their 2019 business goals, and a survey of B2B buyers identified “customer experience” as the most exciting business opportunity for 2020.

Cascade Insights’ Customer Satisfaction Research can help you efficiently allocate resources to address what really matters to buyers.

Our Approach To B2B Customer Satisfaction Research

We use qualitative insights alongside quantitative metrics to provide a comprehensive understanding of customer satisfaction throughout the customer journey. From initial contact through adoption, renewal, and upgrades, learn what the customer experience is like throughout the lifecycle.

Though each of our projects is tailored to address your unique business problem, we adhere to industry-standard metrics and frameworks for quantifying customer satisfaction.

Customer Effort Score (CES)

Are you making your customers work too hard? The CES quantifies how difficult it is for customers to get an issue resolved or fulfill a request. It can shed light on specific areas for improvement in customer-facing processes.

Customer Satisfaction Score (CSAT)

The most customizable of these metrics, CSAT questions can be targeted to measure customer satisfaction within any area of your business.

Net Promoter Score (NPS)

Developed by Bain & Company, the NPS has become an industry standard. It measures customer loyalty by determining which customers would be willing to recommend you to someone else. NPS can be deployed transactionally (after a purchasing event) or relationally (as a regular check-in).

A Few of our Clients

 
Cascade Insights Customer - Adobe
Amazon Web Services
Cascade Insights Customer - Dell
Hootsuite
Informatica
Cascade Insights Customer - Microsoft
Pure Storage
Cascade Insights Customer - Sage
Cascade Insights Customer - Salesforce
Cascade Insights Customer - Veritas
Cascade Insights Customer - Workiva

When Do You Need B2B Customer Satisfaction Research?

The cost of acquiring a B2B customer has risen by nearly 70% since 2015. That makes retaining customers more valuable than ever.

Customer satisfaction research can get you the insights you need to keep your customers happy and loyal. There are several ways to successfully utilize this type of research.

Monthly, Quarterly, or Yearly Tracking Studies

Regular customer satisfaction research can provide an ongoing pulse for where you stand with your customers. This empowers you to preemptively address issues that could result in a lost or disgruntled account or negative industry buzz. This research can also improve efficiency by ensuring you don’t waste money trying to improve areas that customers already consider successful.

Net Program Establishment

If you’ve never had a customer satisfaction program before, we can help you initiate one at a cadence that works for you. Each subsequent study is responsively designed based on previous results. We’ll also provide a dashboard for clear visibility on what’s most important to you so you can spot patterns and take action.

Disruptive Innovation

If you’ve made changes to customer-facing aspects of your business such as new sales tactics, a new service offering, or a customer service revamp, it’s critical to understand how those changes are perceived by buyers. Customer satisfaction research can provide early warning that a change is not going as planned. It can also indicate how to effectively course correct.

Organization or Leadership Change

Eighty percent of business buyers say customer experience is just as important as the products and services offered. When change brings new strategic initiatives, make sure you have the insights necessary to center those initiatives on what really matters to customers.

New Competition

If you’re losing out to a new competitor with a seemingly comparable offering, customer experience research could be the key to understanding why.

15 Years In the Tech Sector, Thousands of Conversations With B2B Buyers

To capture the voice of your customers, you need researchers who know your customers: who they are, where to find them, and how best to engage with them. We understand the full spectrum of B2B tech buyers’ priorities and KPIs, because we’ve been working with them for more than a decade.

Our customer satisfaction research goes far deeper than just the basics. You’ll hear the voice of the customer, in context.

The Right People for Win/Loss Analysis

  • Your customers.
  • Competitor customers.
  • The customers you want.
  • Partners.
  • Your sales team.

The Right Questions for Win/Loss Analysis

  • What factors do buyers consider when generating a shortlist
  • How often does the competitor win?
  • Have competitors change their prices or discounts?
  • Are you focusing on one-off solutions when the buyers concentrate on platforms?
  • How much did price factor into the purchase decision?
  • Were partners involved in the sales process?
  • How big is the competitor’s sales team and how is it structured?
  • Are you losing deals to do-it-yourself or do-nothing?
  • How often are customers engaged with after the sale?

B2B Tech Sector Specialists

We only accept projects from the B2B tech sector.
Our areas of expertise include:

  • SaaS
  • PaaS
  • IaaS
  • Software
  • Hardware
  • Cybersecurity
  • IoT
  • Cloud
  • AI
  • Big Data
  • AR/VR
  • Blockchain
  • Applications
  • Infrastructure
  • & More

Our clients range from enterprise giants to stars of the mid-market.
We help companies in the following fields:

  • IT Services
  • FinTech
  • MarTech
  • Health Tech
  • Green Tech
  • EdTech
  • AdTech
  • Legal Tech
  • BioTech
  • GovTech
  • InsurTech
  • RetailTech

Market Research Methodologies

  • In-Depth Interviews (In-Person & Online).
  • Focus Groups (In-Person & Online).
  • Web Surveys.
  • Online Research Communities.
  • Quantitative Studies.
  • Social Media / Online Community Analysis.
  • Longitudinal Research (Communities, Diaries, Etc.).
  • Secondary Research.

“We hired Cascade initially to help us with our customer satisfaction research, and we were very pleased with how they delivered on this work. The moderator was professional and the insights in the final report were very helpful to our business. Since then we have engaged with Cascade on some persona work to better understand our target audience, and have also expanded our customer satisfaction research work to include our flexible contractor workforce. Cascade is a great partner to us, providing thorough and insightful analysis and recommendations. I know I can count on them to deliver quality results and look forward to working on more projects!”

— Jody Ruby, VP of Marketing, Appen

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