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).

Object First

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 B2B Customer Satisfaction Research

  • Your customers
  • New customers
  • Long-time customers
  • Lost customers
  • Partners
  • Your support team
  • Your customer success team

The Right Questions for B2B Customer Satisfaction Research

  • How can we do a better job of tracking key metrics like CSAT, CES, and NPS over time?
  • Why is our retention rate (active users vs. all users) falling?
  • Why are we struggling to hit our Customer Lifetime Value (CLV) targets?
  • What makes customer onboarding successful?
  • How easy is it for customers to find a solution to their problems?
  • Would customers be willing to buy your product or service again?
  • What leads customers to recommend you to their peers?
  • How satisfied are customers doing business with you?
  • Are you only hearing from a vocal minority of customers?
  • What questions do customers wrestle with ahead of renewal?
  • Do you understand why your customers churn?
  • What features, capabilities, or interactions delight customers?
  • What configurations or integrations tend to lead to happy customers?

B2B Tech Sector Specialists

Our firm only accepts projects from the B2B tech sector.
Our areas of expertise include:
  • Software
  • Hardware
  • Cloud
  • AI & GenAI
  • Infrastructure
  • Anything as a service
  • Cybersecurity
  • Big Data
  • Low code/no code
  • Applications
  • IoT
  • And much more...
B2B tech spans various industries. We help companies that offer software, hardware, and other technology solutions in sectors such as:

IT Services



Life Sciences



Legal Tech




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

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