Are you looking for an approach that truly gives you the best results for satisfying and retaining the customers? Indeed, the answer will be a big yes for all the business owners. Especially for the B2B SaaS companies, it is essential to know how the customers react to their product or services for further development.
Also, the information will give the exact idea about the expectations and needs of the clients. Moreover, 76% of the customers support this point. This data will directly help in building a long-term and more fruitful relationship with the customers.
But how to do that? The most suitable answer is through “surveys.” This is the right way to get the update from the customers to improve their experience and ultimately retain them. It will help get their genuine feedback that is the most desirable aspect for all the companies to have in this continuously changing and competitive SaaS era.
Feeling excited to know more about the types of surveys conducted in the entire customer journey? Then you came to the perfect place as the article will highlight the same with its importance to gain better success.
Let’s dig into it!
What Does “Customer Survey” Mean?
Customer surveys are the perfect tool to get clients’ feedback to determine their experience with your company. This helps the firm to get information regarding the level of satisfaction, market research, and expectations currently prevailing in the market.
Getting such information will make you aware of the necessary changes required to strengthen your brand continuously. This is one of the best strategies followed by B2B SaaS companies to get the actual data from the customers instead of relying on instinct and notions.
That’s why customer surveys act as a bridging source between their expectations and the product/service provided by the company. A pretty good example of conducting the same by Slack is shown in the figure below.
Importance of Business-to-Business SaaS Client’s Journey
Before directly looking into the type of surveys useful for customers of B2B SaaS companies, it is necessary to take a look at their overall journey to better understand the further points.
It is all about showing the touch-points through which the customer passes while interacting with the clients. It includes:
✓ Your website
✓ Demo of the product
✓ Onboarding new clients
✓ Customer support
✓ Adoption of the product
✓ Renewal
It is crucial to look into such a process in today’s world as the market does not remain limited to the product and its prices. Rather it is shifted more on the customer experience. Majorly there are six crucial pillars for giving excellent customer experience, as shown in the figure below.
Customer experience is one of the pivotal aspects that differentiate the B2B company from others in the market. To support this point, as per Gartner’s research, nearly 81% of the business owners say that they will be competing more preferably or entirely based on CX.
By focusing on the customer journey map, you can identify the capabilities of your company and can get an idea about the changes required in the processes, systems, and people.
Types Of Customer Surveys Conducted By B2B SaaS Companies
To get a thorough understanding of the customers, several surveys are conducted by the majority of the firms for their effective and pleasant journey with the company. By conducting such a set of surveys, you will get to know about their pain points and positive reaction regarding your product.
Such data will give you an idea about the formation of further approaches to serve the clients in the right way. But the central focus should rely on segmenting out and using the most crucial set of surveys at the right time to get the exact and expected results.
Here is a complete list of surveys presented that are useful enough to track the customers’ experience.
1. Customer Lead And Qualification Survey
This is one of the most crucial surveys conducted by B2B companies for better qualifying the leads. There are a certain set of criteria for every company to look for before further undertaking the lead-generation process.
Converting those sets of criteria into the form of a survey benefits B2B firms the most. It is an unbiased survey for separating out the list of respondents visiting your website who do not match your specific criteria. Moreover, as per the analysis of factoHR.com, nearly 77% of the sales professionals focus on high-quality leads rather than the total number of leads. And for doing it most appropriately, this kind of survey is preferable.
Moreover, if we look at the other side of this survey in which if they qualify, it becomes a golden opportunity for your organization to build relationships with them further.
2. Onboarding Survey
Onboarding surveys, to be more specific, CES (Customer Effort Score), is formed to determine the number of efforts required by the client to complete specific actions. It is considered as one of the prerequisite aspects for SaaS organizations to get blooming results.
Depending on the complexity of your product, the time frame for the onboarding process differs.
CES is known as one of the great tools to predict customer satisfaction. With this metric, you get the exact and most relevant responses of the clients. The response will help to improve the customer onboarding process further. The simple formula for conducting this survey is.
(Sum of all individual responses) ➗ (Number of responses) = CES
You can consider it as a crucial part of the journey in which this metric helps to determine the efforts required by the clients to adopt the product or service provided by you. The higher you get a score, the better you can serve the customers. This is the direct and simplified relationship showing the impact of this survey.
3. Product-market Fit Survey
This survey is conducted to determine the customers’ rate of satisfaction with your product in the targeted market. In a product-market fit (PMF) survey, you simply need to conduct one test called the “Sean Ellis” Test in which you need to ask one question as shown below to the clients.
How will you feel if this product does not exist?
Very disappointed
Somewhat disappointed
Not disappointed
No longer use this product
In it, if 40% of the customers go with the first option, then you have more chances to get your product to succeed. With this survey, you will get an exact idea about the need and adoption of your product in the market.
Groove conducted the same for their customers to know their reaction and look what they found in the image below.
4. CSAT Survey
Customer Satisfaction (CSAT) is a measurement aspect used to determine the customers’ level of satisfaction with the product, services, and the overall company. Whether it is related to a specific concern or for their entire journey, this survey helps you to map their experience. For example, after successfully completing the onboarding process, you can ask about its effectiveness and look for the area of improvement. They generally prefer to give responses on the rating scale to get the idea based on which you can determine their rate of satisfaction.
The range of answers can be good, average, or bad. The figure below shows the list of questions asked to them.
This will help you get the exact idea about CX and where you lie in serving it in the best possible way. You can easily customize the set of questions asked in the customer satisfaction survey based on your brand’s requirements and ask the most suitable ones to get the exact required data. The Maritz company follows a similar approach to improve their further performance, as shown in the figure below.
5. Post-purchase Survey
The process for determining customer experience does not end with your product adoption. Further, it is necessary to make sure that the product satisfies the needs and requirements of the customers. For doing so, the post-product survey is conducted to get details about the same.
The responses will give an idea about their pain points (if they have) with the product and helps to resolve them better. This information also remains beneficial to get note of such loopholes for future growth. This works as a continuous approach to keep improving the services and products offered by your company. It is a relationship-building tactic used by every B2B SaaS company to develop a good identity.
You can add a questionnaire based on your requirements, and it is advisable to keep some open-ended questions as well to allow the customers to add their reviews freely.
6. Exit Survey
For every B2B SaaS company, “churn rate” is the most undesirable aspect that affects their growth. But once it happens, it is necessary to find out the reasons for the same. For that purpose, the cancellation survey is conducted for the customers.
Sending surveys to those customers within a short time after they exit will help you get their exact thoughts about their leave. Here the main objective is to get information about their cancellation and the overall experience with your company.
With this data, you can analyze the situation and work on the flaws to get them back and to retain future customers better.
Final Thoughts
All the types of surveys mentioned above are beneficial until they do not give the customers a burdensome feeling. That’s why there must be an appropriate balance between the need for information from the clients and the number of surveys conducted to preserve the effectiveness of this process in your organization.
Do not forget to use this asset in your company and make sure to use the proper one at the right time to give a gratifying experience to your clients.
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Meet Vara is a passionate content writer and an avid reader, having expertise in creating various ideas for creative writing. He is passionate about researching and exploring blogs, checking out the latest trends, and replicating his expertise in crafting exclusive content. His approach and readiness towards writing quality content are exceptional.
