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Who Should B2B Companies Survey: Key Contacts or Product Users?

Net Promoter Score by Alex
Who Should B2B Companies Survey: Key Contacts or Product Users?

Here’s an interesting question for B2B companies that use Net Promoter Score to get feedback from their clients:

Scenario: You run a B2B company that sells software. Who should you survey? Should you ask your key contact to complete your NPS survey, or should you send it to every user that engages with your product?

Based on our reading, it seems that the majority of Net Promoter Score users believe it’s best to survey your key contact. However, we think there’s a case to be made for both options, plus the third option: sending your NPS survey to end user and your key contact.

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10 Marketing Emails You Need to be Sending to Your Customers

Net Promoter Score by Alex

As a marketer or entrepreneur, email is the most effective channel you have for communicating with your customers.

Unlike social media, which is crowded and full of distractions, an email inbox is a direct path to each of your users, subscribers or customers. And unlike a phone call or messaging app, email is convenient and scalable, requiring just as much effort to reach one person as 100 people.

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7 Proven Ways to Boost Your Conversion Rate

Net Promoter Score by Alex
7 Proven Ways to Boost Your Conversion Rate

It’s easy to view conversion optimization as a luxury. After all, when your team is busy working on new features and improving your product, the idea of spending the time to potentially achieve a small uplift in conversions can easily seem wasteful.

Of course, this ignores the fact that conversion optimization is all about the small, measurable changes that can have an immensely positive long-term effect on your business.

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Retently Transactional NPS – Do it With Zapier

Net Promoter Score by Alex
Retently Transactional NPS - Do it With Zapier

A great advantage of the Net Promoter System, aside of its simplicity and insightfulness, is that it works with any business models such as B2C or B2B, and business types and industries.

Originally, the NPS surveys were sent at standard intervals, such as every quarter, once every six months and so on. This surveying model is known as Relationship NPS, which measures how your customers satisfaction with your company or product changes over a specific period of time. And this is a model that would fit any company that wants to implement a basic Customer Success strategy.

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5 Examples of Poor Net Promoter Score Practices

Net Promoter Score by Alex

One of the biggest strengths of Net Promoter Score is its simplicity. Once you’ve built a large enough customer audience and started using Net Promoter Score product, surveying your customers and acting on their feedback becomes a simple, scalable process.

Despite this, a surprisingly large number of businesses make avoidable mistakes when using the Net Promoter System to gather feedback.

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12 Great NPS Survey Question and Response Templates

Net Promoter Score by Alex
12 Great NPS Survey Question and Response Templates

There’s much more to Net Promoter Score than just the quantitative ratings users leave for your product.

By asking the right questions to your customers, you can earn valuable feedback, generate real testimonials for your website and even discover opportunities for improvement to help you create a better product or service.

Just like the wording, phrasing and tone of a question can have a huge impact on the person’s response in a real conversation. Your choice or words can have a massive effect on how your user or customer audience responds online.

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Transactional vs Relationship NPS: What’s the Difference?

Net Promoter Score by Alex

One of the biggest advantages of Net Promoter System is its versatility. From the end of every quarter to just after a major transaction, NPS gives your business the ability to get real feedback from customers at any moment in the customer life cycle.

This creates an interesting question: Is it better to survey customers on a regular basis, such as at the end of every quarter, or to survey customers after an important event or transaction?

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Does Net Promoter Score Work for B2B Companies?

Net Promoter Score by Alex
NPS for B2B companies

Some people argue that Net Promoter Score® surveys don’t work effectively for B2B (business to business) companies. We argue the opposite — that Net Promoter Score is just as valuable for a B2B company as it is for a business to consumer brand.

One reason for this common misconception is that almost all of the content available both online and offline about NPS® is aimed at a B2C audience:

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Is Your Net Promoter Score Biased?

Net Promoter Score by Alex
NPS bias

Is your Net Promoter Score a reliable metric for judging what customers think of your business, or is it biased? This is a common question that can be particularly worrying for small businesses that maintain a close relationship with their customers and clients.

For example, can you trust Net Promoter Score data if the customer that left it happens to be a personal friend or acquaintance? Can you trust your Net Promoter Score as a whole if you keep in close contact with a large number of your customers and clients?

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