Utilizing B2B Customer Feedback to Improve Your Industrial Facility

B2B is about servicing business to business such as a manufacture delivers a produced good to its customer. The experience the customer receives is why collecting this information is critical for the manufacturer, warehouse or distribution center. But what can you do with the feedback? In this article, we will discuss various strategies to gain customer feedback to improve your industrial facility and how you can apply it to make the customer experience better.

Collecting B2B Customer Feedback

Collecting feedback from your B2B industrial customers can provide you with a ton of useful information that you can use to improve your company’s industrial services. Here are some key benefits of actively seeking out and listening to customers' feedback:

1. Identifying Areas for Improvement: B2B customer feedback can shed light on areas of your industrial facility that may need improvement. Implement a personalized approach that uses things you already know about existing B2B customer relationships. Some areas for improvement can include availability of the B2B customer product, the timeliness of delivery and the reported damages of your B2B customer’s product. By knowing the answers to these questions, you can create a plan for improvement along with KPI’s to prove the improvements made and ensure the continued business of your B2B customer.
2. Surveys: Keep current on B2B customer surveys to make sure your customer relationships are where you want them to be. This can be done with a quick 5 question survey where you can then assess your customer’s satisfaction with your industrial facility. They survey can be done as little as 1 to 2 times per year to ensure customer satisfaction.
3. B2B Customer Response Rates: A good response rate is around 30%. However, if you explain to your B2B customer how you use the feedback and why it is important, they will take more time into answering the questions. Most importantly, share the plans with the B2B customer on how your industrial facility plans on taking action to make continuous improvements. They will understand how vital their feedback is by knowing the goals and witnessing the results.
4. Provide Incentives for Feedback: To encourage more customers to provide feedback, consider offering incentives. Don’t use monetary incentives with B2B customers, as most cannot receive gifts over a certain amount. It is important not to give a negative impression. Incentivize based on previous response rates or closing the loop on an issue that was targeted for improvement. Provide a report back to respondents about the data collected. This will let your B2B customer know that you value the feedback and are open to sharing where improvements need to be made. They will appreciate your openness and honesty and will watch for improvements as the relationship continues. 
5. Follow Up with B2B Customers: Collect feedback at specific points in the year. Maybe it is right after the preparation for the holidays when the industrial facility is busiest. By being on top of customer needs, you can ensure longevity of the customer’s business.

Closing the Loop

In order to generate the best B2B customer feedback, you need a closed loop process. This process should include the systems and individuals responsible for taking action. This could result in organizational changes in response to the B2B customer feedback. You may make changes in areas such as performance, operational viability, commercial feasibility, value of customers, and volume of the B2B customers. Manage your industrial facility customer feedback project to ensure the revised initiatives are delivered.

Utilizing B2B Customer Feedback to Improve Your Industrial Facility

Now that you have data to show improvements, you can use the customer feedback and results to gain new customers. Where can you find new customers? There are two ways with Industrial SalesLeads.

1.       Prospecting Services: This allows us to work with you to identify your best customers and target similar ones to call and set appointments. Using the results of the customer feedback can act as proof of why they need to work with you.

Industrial Market Intelligence: Gain insights into identified projects so you and your sales team can call and begin the selling process.