Satisfaction surveys are rife. From hotel stays to meals in restaurants, booking train tickets to searching comparison sites — as a consumer, you can barely get through a day anymore without someone asking about your customer experience and likelihood to recommend them to a friend.
The merits or pitfalls of this constant quest for consumer satisfaction data could be debated all day, but I’m not going to because (thankfully) B2B is different. Here, customer satisfaction measures are normally less frequent and more bespoke, with programmes typically conducted anywhere from quarterly to biennially.
