Mapping the customer journey
Identify all the touchpoints with your service
Define the key stages of the customer lifecycle
Recognize critical decision moments
Analyze user behavior
When do you use the product the most?
When do they usually need help?
When do you make renewal decisions?
Key Tip: Each of these moments represents a list of peru whatsapp phone numbers opportunity to get specific feedback.
Continuing with our FacturaPlus case:
After defining its goal of reducing the cancellation rate, FacturaPlus needed to determine the key moments to send its NPS surveys.
Key moments identified:
Post-implementation (after 30 days)
After the first billing cycle
After interactions with support
In times of renewal
Effective question structure:
1. Main NPS question: “On a scale of 0 to 10, how likely are you to recommend FacturaPlus to other businesses?”
2. Custom follow-up questions:
To understand the reason for the score
To identify areas for improvement
To discover the most valued features
Key tip: The key is not only to ask the right question, but to ask it at the right time and to the right person.B2B SaaS
In B2B SaaS , there are multiple touchpoints where you can send NPS surveys , but sending the surveys isn’t enough. You need to ask the right questions to gain hidden insights that will help you improve customer satisfaction.
Context When to conduct the survey? Type of Survey Question Type Target Audience Objective of the Survey
Onboarding 2 weeks after registration Onboarding Experience Survey CES or CSAT New clients Measuring the effectiveness of the onboarding process
Customer Support After solving a problem Support Satisfaction Survey CSAT Customers who received support Evaluate customer satisfaction with the support received
New Feature Released A week after the launch Product Feedback Survey CSAT and CES Product Users Gather insights to improve new product functionality
Product Relationship and Use Quarterly for users
Half-yearly for decision makers NPS Relationship Survey (rNPS) NPS Product users (quarterly)
Decision makers (semi-annual) Measuring customer relationship and satisfaction at the usage and strategy level
You can ask the following questions:
On a scale of 0-10 , how likely are you to recommend our CMS for its user-friendly interface?
Based on your experience, how likely are you to recommend our CMS to others for its overall value as a product to your friends and colleagues?
In B2B SaaS NPS question , common key attributes can be:
Implementation Process
Account Managers Responsiveness
Bugs and UI/UX
Overall Product Value
This is what the survey should look like for B2B SaaS.
2. B2B Manufacturing
In B2B Manufacturing , companies that launch NPS surveys at specific touchpoints can gain valuable insights into customer satisfaction and loyalty. With this, you can also identify areas for improvement and foster long-term relationships with your customers.
Context When to conduct the survey? Type of Survey Question Type Target Audience Objective of the Survey
Order Delivery When delivering the product Delivery Satisfaction Survey CSAT Customers who received orders Measure satisfaction with delivery and identify areas for improvement
Post-Purchase 6 months after purchase Product Feedback Survey CSAT Existing customers Gather insights for product improvement and understand usage patterns
Customer Support After solving a problem Support Satisfaction Survey CSAT Customers who received support Measure satisfaction with support and identify areas for improvement
General Relationship Every 6 months NPS Relationship Survey (rNPS) NPS Decision makers Build and measure the overall level of satisfaction in the business relationship
When creating surveys, you can ask the following questions:
On a scale of 0 to 10, how likely are you to recommend our company because of the general partnership we provide?
Based on your experience, how likely are you to recommend our company for the effectiveness of our implementation process?
In the B2B Manufacturing NPS question , common key attributes might be:
General Association
Implementation Process
Interactions with Customer Support
3. B2B Marketing and Advertising
In the realm of B2B marketing and advertising , NPS surveys shine like revealing gems. How?
Imagine you’re running a B2B marketing agency . You’ve completed a contract and now you send out a relationship NPS survey to learn about your client’s experience. Positive responses highlight the successes of the campaign, while any negative feedback guides you to improve and refine your marketing strategies. With this feedback, you can also learn about renewing your contract.
This is how NPS surveys become your compass, guiding you to forge stronger bonds, exceed expectations, and reach the pinnacle of success.
Context When to conduct the survey? Type of Survey Question Type Target Audience Objective of the Survey
NPS Post Project At the end of the contract (3 or 6 months) Project NPS NPS Project participants Measure overall customer satisfaction at the end of short or medium-term projects
Relationship NPS after Long Project Every 6 months for 1-2 year projects Relationship NPS rNPS Contract participants Build a long-term relationship and measure the overall level of satisfaction
The right NPS questions to ask are:
On a scale of 0-10 , how likely are you to recommend our company based on the effectiveness of our recent marketing campaign?
Considering the impact of our advertising efforts, how likely are you to recommend our company based on the messaging used?
In B2B Marketing & Advertising , some relevant attributes to ask about in NPS surveys are:
Campaign Effectiveness
Message Quality
Creative Elements
Overall Customer Experience
4. B2B Fintech
Key attributes for a fintech NPS survey should focus on:
System security and reliability
Ease of integration
Processing speed
Technical support
Context When to conduct the survey? Type of Survey Question Type Target Audience Objective of the Survey
Onboarding After initial integration NPS Implementation CSAT/NPS Technical team and key users Measuring ease of implementation
Transactions After the first transactions Experience Survey CSAT Operating users Evaluate the user experience
Medium After resolving an incident Support Satisfaction Survey CSAT User who reported Measuring the effectiveness of support
Relationship Quarterly Relational NPS rNPS Decision makers Evaluate overall satisfaction with the relationship
5. B2B Logistics
Key attributes for logistics:
Punctuality in deliveries
Condition of the goods
Traceability
Customer service
