Are you getting 100% of your B2B NPS? If not, that’s not a very rare case. Businesses often fail to effectively implement Net Promoter Score programs in the B2B sector. However, you don’t have to worry about it. We have developed a simple yet effective four-step approach to implementing NPS Surveys in a B2B business and getting the most out of it. So let’s get started!
Let’s discuss this in detail.
Four Steps to Implement a B2B NPS Program
1. Identify the Objective of the Net Promoter Score Program
The first step to implementing a B2B program is to understand the objective of NPS Surveys. It is crucial to know for a B2B company so that the company can streamline taking the feedback and getting insights out of them according to the objective.
But the question here is how to identify the objective. Is there any set way to do that? Yes, you can identify the objective of the program by looking at the most common pain points of B2B business. So, what are these pain points? Here you have them.
Pain point #1 – Not Able to Understand the Customer’s Perception of Your Brand
Solution: You can solve this problem by designing a net promoter score survey focusing on the company’s decision-makers to get insights. It means that the feedback in your NPS should come from the CEO, CTO, and other prominent stakeholders. Moreover, the best nps survey tool should also clearly convey its purpose rather than revolving around it.
What else can help you set benchmarks about the customers’ perceptions of your brand based on your competitors? Also, try to engage in meetings with your customers to get their understanding of your brand from them, which is the most unfiltered way of dealing with this problem.
Pain point #2 – Not Able to Retain Customers
Solution: Customers hold the back of any business, whether B2C or B2B. So, you should know how to deal with churning customers and make them renew your contracts. You can do it by monitoring the NPS trends regularly and responding to any unexpected change. Moreover, you should also reach the detractors directly to know their problem and resolve it as soon as possible to retain them. Another solution is to use data to craft customer success and retention strategies, which is a more comprehensive solution to the problem.
Pain point #3 – Unable to Upsell and Cross-Sell to the ExistingCustomer Base
Solution: Upselling and cross-selling are vital to making extra revenue. But the problem lies in finding the upselling and cross-selling opportunities. To upsell and cross-sell, knowing the nature of the customer towards your brand is essential. A promoter is more likely to buy in an upselling or cross-selling scenario than a detractor. Thus, with NPS, you can identify the promoters of your brand and focus on upselling or cross-selling to them. Moreover, as a B2B company, you can also personalize the cross-selling or upselling according to the individual customer.
Pain point #4 – Not Able to Get Referrals and WoM Benefits
Solution: A net promoter score can help you identify the promoters you can ask for referrals and who you will most likely get. However, you may also be required to reward them with a discount or extension of your services for free. Moreover, word of mouth can not be purchased, so you should enhance the customer experience to get the WoM benefits from your promoters.
So these are the most common pain points of a B2B business and their solution is based on NPS surveys. Now, as you get the answer to your objective of employing a program, you move to the second step.
2. Initiate NPS Surveys at the Optimal Touchpoints
Knowing when to take the survey and what questions should be asked. Let’s take b2b saas, for example. The ideal time to take the survey after onboarding the customer is two weeks after the signup. Moreover, for the customer support survey, you should send it right after resolving the customer’s query. Similarly, if there’s a new feature launched in your software, you should wait for one week after the feature’s launch. Also, the overall survey can be taken quarterly and semesterly.
Additionally, refer to this format for your B2B SaaS NPS benchmarks.
How much do you agree with the following Statements?
“Here, 1 star refers to strongly disagree, and 5 stars refer to strongly agree.”
Questions to ask:
- Our software is easy to use
- The SaaS customer service team is very responsive
- Our ABC software adds value to your company
- Our team will help you as soon as possible
3. To Who Send the Surveys in B2B
Who’s responding to the survey matters a lot when it comes to an NPS program. Unlike b2c or d2c, where there is only the customer as the respondent of the survey, the B2B net promoter score survey case is different. Within your customer base, you will find the decision-makers and users for each customer. So, who should respond to your NPS B2B program?
Both of the parties are important to get feedback from. The thing is to identify which survey should be sent to whom. For example, if your goal is to improve your product or service, then the users should be targeted as they are the ones interacting with your product or service. On the other hand, decision-makers have the power to influence the pricing and renewal decisions. Thus, the survey related to these things should target decision-makers.
4. Analyze the Received Data
Finally, it’s time to analyze the data you’ll receive from net promoter score surveys. Here are the steps to analyze it effectively.
- Start with the segregation of data. It means you should first divide the data based on who has answered it, the decision maker or the user.
- Now, examine the data about your products or services weak and strong points.
- Moreover, if there are various types of users of your products or services, then individually analyze the data set to understand their experiences.
- Lastly, gauge the overall performance with the Net Promoter Scores from all your products and services.
This is how you should analyze the data, and being a B2B company, the response should be significant. Getting up to individual customers who have churned or are likely to churn and solving their problems is one of the many ways you can respond.
However, making necessary product, service, and delivery changes is also essential. Moreover, there are other solutions as well, which you should come up with based on what is required.
Conclusion
With this four-step approach, you can employ a successful B2B NPS program. Moreover, if you worry about tracking all this data and getting insights quickly, then SurveyCXM is a net promoter score(NPS) tool you need.
SurveyCXM lets you track every single data in your program, from promoters and detractors to the Net Promoter Score. Moreover, you also get valuable insights based on the data all in one place with the unified NPS portal.
