How happy were your B2B customers this year? In 2023, what will you do differently? The reason I ask is that most B2B customers are having mediocre experiences: In other words, B2B customer experiences are two tiers away from what Bain and Co. considers ‘world class performance.’ Here’s why B2B experiences are often lacking: Companies […]
Last Updated: May 9, 2025 Getting customers to respond to your survey is harder than ever. You probably skip most of the surveys you’re sent—I know I do. After a trip, I’m flooded with requests from the airline, hotel, and rental car company. I rarely fill them out. If your customers are doing the […]
Last updated: October 21, 2025 Companies depend on enthusiastic customers to grow and thrive. And yet, customer satisfaction remains elusive. As of Q2 2025, the American Customer Satisfaction Index average is 76.9; while typically, the XM Institute reports an average Net Promoter Score of 15. Why are so many companies still earning a C grade […]
Last Updated: February 10, 2026 Effective B2B customer satisfaction surveys are designed to produce decisions, not just data. To move beyond generic ratings, B2B firms must use role-based routing, suppression strategies, and expectation-gap mapping. This guide outlines the essential rules for transforming B2B surveys into strategic assets that protect revenue and improve customer retention. The […]
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Companies everywhere use surveys to measure customer satisfaction. But are their surveys good? When thinking about how to improve survey results, the usual path a company goes down is this. First, a company buys a license to a platform like Qualtrics, Medallia, or SurveyMonkey. They Google to find examples of survey questions. And they brainstorm […]
When done correctly, customer satisfaction surveys uncover your wins, gaps, and missed opportunities. That’s why customer survey companies abound. But first things first, do you need a customer survey company? Or, with the various software platforms like SurveyMonkey, should you just pay for the software license and do it yourself? Survey Software or Customer Survey […]
Is human connection a pillar of your brand? Are your people central to your company’s core values? If so, your customer service should be staffed by employees who know how to add a human touch. Otherwise, your customer service will undermine your message and leave customers feeling you’re conflicted and out of sync. What it […]
From misrepresentative samples to insufficient use of logic gating, there are myriad mistakes companies make with their surveys—mistakes that lead to inaccurate, unscientific data. But the single worst customer survey mistake is having the wrong mindset. This happens when a company treats its customer survey like a task to be completed rather than a growth […]
While customer surveys may seem simple, there’s a lot behind them and a lot that can go wrong. Customer Success Directors know that surveys are complex. At the same time, they are charged with getting the survey done! That’s probably why one of the top questions I get is, “what are the hacks?” “What are […]
No more useless data! Biased questions are out. Representative samples are in. Objectivity is the standard. Nuanced analysis wins. Fed up with disappointing customer service and inane customer feedback surveys, Martha Brooke founded Interaction Metrics in 2004. The goal continues to be to help clients understand the customer experience deeply so they can grow customer […]
The NFT (short for Nonfungible Token) is a new asset class that’s as abstract as an investment gets. Unlike real estate or equities where you own property or a share of a company, an NFT only gives you an NFT; it points to nothing outside of itself. You don’t own a thing or even the copyright to a thing. So, on the face of it, NFTs shouldn’t be worth much. But in fact, they can sell for a lot! As in a lot a lot. Jack Dorsey sold the NFT to his first tweet (“just setting […]
Portland, OR: March 16, 2021 – For its proven customer experience excellence, Yaskawa America has won the Interaction Metrics 2020 Superior Customer Experience award. This is the sixth year in a row, Yaskawa America has achieved this honor. To achieve the Superior Award (formerly known as the Gold Award), Interaction Metrics sent surveys to Yaskawa […]