Masters of B2B Customer Insights

In B2B, measuring relationships provides ultimate value. We use voice of the customer methodology to generate a deep level of insight. Not only do you gain quantitative data, we uncover qualitative insight as well. And we develop action plans so you can use benchmarking data for real, measurable improvement.

We use Customer Insights (CI) to inform every engagement, but many clients use our CI offering a la carte. Our customer insights work delivers value on its own but unlocks exponential value in Customer Experience (CX) strategy when used as part of our complete process.

A Market Leader in Customer Insights for 20+ years

Our researchers, analysts, and consultants have practiced customer experience since before it was coined "customer experience." We've performed thousands of programs across the globe in dozens of languages and hundreds of verticals.

Top Insights for Top Accounts

Our 80/20 team has proven time and time again that the top quartile of customers generates 89% of the revenue. If you cater to your top customers, everything else will fall into place. Accordingly, we look at customer insights through an 80/20 lens. We perform in-depth interviews with decision-makers from top accounts — top revenue generators who not only have a say in whether to award you more business but also have intimate knowledge of your performance. Our focus on top accounts ensures maximum ROI.

The Holy Grail of Customer Insights

We focus on in-depth interviews with decision-makers at top accounts.

The overuse of web surveys – where every transaction with a company is followed by a web or robocall, is a waste of time and money. Response rates dip into the low single digits. Respondents are more likely to rate an interaction if they had a poor experience. The ability to completely ‘wow’ a consumer or customer in today’s jaded world of customer experience – PLUS have them take the time to respond to a web or voice survey – is nearly impossible.

When B2B companies follow the same route as the over-surveyed B2C NPS route, they’re destined to have the same results. Mediocre at best.

Our in-depth interviews have a 75%+ response rate. We interview decision-makers at our clients' top accounts. And we mean interview. Customers tell us everything: What they think, what they feel, and their impulses. We know quickly whether or not top customers are happy and secure or if they're leaving and why.

Loyalty

In B2B, the most loyal customers are those who believe there is a true partnership between the company and the customer. Our Customer Insights programs will investigate the state of your customer relationships and loyalty. We use Net Promoter Score (NPS) as a loyalty metric. NPS is a true gauge for experience and performance, but, it’s also a way to judge the success of commercial, marketing, and operational initiatives.

Exceptional NPS consulting calculates more than a score: it identifies areas where improvements can be made to elevate results. Scores alone create a vacuum. No one knows exactly what the result means, except that the number “goes up or down.” The true value of NPS is in discovering the “why”— we will ask your customers "why did you give Company X that particular score?" Then, we continue to probe to deliver more than a score – we transform your customer insights into a strategy of how to improve the business in general.

Price

Strategex will do more than determine how your prices rate on a satisfaction scale from 1-10. We will help you with pricing strategy. We will ask how you are priced compared to the competition and we will take it further. If you are priced higher, we will determine if you are priced fairly because of your superior quality, industry-leading technology, or devoted customer service reps. If you are priced lower than the competition, we will determine if a price hike is in order and how much of a hike your customers will tolerate.

Competition


We find out which customers prefer a competitor over you, in which instances, and why. Maybe your product quality is excellent, but your account reps are understaffed and slow to return calls. Maybe you overpromise on delivery dates and fail to notify customers of delays. Maybe tech support is hit or miss because several veteran engineers have retired. Whatever the reason, we will find out why customers are awarding business to competitors instead of you, and how you can win them back.

Innovation

Companies often do not have a good read on the innovation needs of their customers. Some cranked out amazing, state-of-the-art products decades ago and have been resting on their laurels ever since. In that case, the feedback is simply a call to action. Many companies continuously innovate but do so ineffectively. These types of companies rely solely on the ideas of their brain trust of engineers who develop products that are intriguing in theory, but useless to end-users. Other companies keep their ears to the ground and seek the opinions of end-users, but do not prioritize the ideas of their top customers. The innovation feedback we unearth will tell you which projects to tackle and the right sequence.