The cost of customer acquisition is too high and new opportunities too scarce for B2B providers to tolerate more than single-digit churn in their customer base. Few B2B providers have the luxury of captive customers or high barriers to switching. Inertia keeps many customers in place until a problem arises which is the #1 reason B2B customers begin to evaluate new vendors.

Research to improve customer experience can be a point-in-time need or part of an ongoing program. Some organizations need a point-in-time evaluation in response to a specific change or market dynamic. In other cases, a consistent, closed-loop program is established to track voice-of-the-customer or NPS over time.

Learn More about Isurus’ approach to understanding the customer experience.

Learn More about the Net Promoter Score.