Customer Survey Consulting for B2B Companies

Survey Consulting led by Martha Brooke

Interaction Metrics’ survey consulting is led by Chief Customer Experience Analyst and Company Founder Martha Brooke. An expert in customer experience and customer feedback, Martha is double-credentialed as a CCXP and a Black Belt Six Sigma.

Martha is a founding member of the Customer Experience Professionals Association and has been a lead speaker at national conferences, including The CXPA Leaders Conference, The Project Management Institute, HDI, SOCAP, American Marketing Association, CCW, and many others.
She has been quoted by the Los Angeles Times on customer surveys and interviewed on numerous podcasts; her blog articles are syndicated on CustomerThink.

Martha continues to provide oversight on Interaction Metrics’ projects and programs. She ensures the team exceeds the highest standards on survey design, question wording, sampling, and analysis.

The Use Case for a Survey Consultant

Many B2B companies do not have a dedicated survey expert on staff.

They may have teams who know how to run Qualtrics or Alchemer, and managers in marketing, CX, or operations who can build a form and follow basic deployment practices.

But managing survey software is not the same as designing a survey that produces accurate data. The harder questions sit upstream:

• What to ask
• How to ask it
• Who to survey
• When to send it
• What the invitation should say
• What to do with the responses once they come back

Nailing customer feedback matters when B2B accounts may be worth thousands or even millions of dollars.

A weak question, a biased scale, a poor invitation, or a skewed sample can result in data that doesn’t reflect the reality of the customer experience. And if that’s the case, the survey simply isn’t a tool that should be used to steer your organization.

At Interaction Metrics, we help B2B companies set the highest standards for their customer surveys. We write questions, remove bias, evaluate sampling protocols, and add discipline to every step of the survey process.

Get a Free Survey Audit

After booking a TrueData demo, many clients start with our free SurveyAudit.

With this, you’ll send us your current customer survey. If it’s short, we’ll examine its entire contents for free.

If it’s longer, we’ll audit one of its sections and then give you the option to proceed with a Statement of Work (SOW), so that, if you want, we can continue auditing your entire questionnaire.

With our Survey Audit, you’ll see how a top survey consultant thinks about your current question wording, formatting, etc.—its strengths and where we see gaps.

You’ll have a practical view of what is working and what’s not. If you are in good shape, we’ll tell you! If not, we’ll give you some choices for how we can help further.

The options for straightforward customer survey consulting assignments include:

• Rewriting your entire survey
• Improving the invitation emails
• Reviewing your sampling plan—and making recommendations