TrueData™ SURVEYS
VoC Programs for B2B: Feedback Tracked Over Time
We run the entire longitudinal program: survey design, fieldwork, and analysis. You get a clear picture of what B2B customers think, how it’s shifting, and what to do about it.
B2B Survey Experts + Third-Party Objectivity + Software Included
We bring certified analysts (CCXP) and proven methods. And, you’ll have no licensing costs, no learning curve.
Not Just a VoC Survey. A Longitudinal Study.
American companies spend more than $100 billion a year on customer experience. The ACSI, the national satisfaction benchmark, currently reads 76.7 out of 100. In 2013, it read 76.7. All that spending, no movement. That’s because too many companies measure at the wrong cadence, with the wrong strategy and call it a program.
A longitudinal VoC program follows your B2B customers across quarters and years, separating meaningful trends from short-term noise. We’ve run longitudinal VoC programs for over a decade. Yaskawa is a prime example: their satisfaction and relationship scores have climbed continuously across 11 years of working with us. See more in our case studies.
An NPS trend tracked over time shows what a single score can’t. It tells you which way sentiment is moving and how fast, and whether the improvements stick. Longitudinal VoC data turns “we think it helped” into evidence leadership can trust.
A Project Ends. A Program Doesn’t.
Many vendors sell a project. It has a start and end date. You run the voice of the customer survey, you read the report, everyone moves on. A true VoC program has no finish line. It’s a standing commitment to measure, learn, and improve on a rhythm your customers can count on. That’s the difference between the companies that pull ahead and the ones that measure once or twice a year and hope.
A longitudinal program is an investment in customer listening, so we commit to a single client per market. Name your three to five closest competitors, and we won’t work with them.
One VoC Program. Every Signal in Context.
A strong VoC program brings every signal together: the scores, the drivers behind them, the topics customers keep raising, and where those patterns differ across personas, account types, departments, and other segments.
We design the surveys and run the fieldwork. Our analysts evaluate the results with the TrueData™ model, identifying themes, root causes, and the “whys” behind your scores. Then we deliver a CEO-ready Findings Report your leadership can act on.
Let’s Build the Right Survey for You!
Stop settling for surveys that fall short. Let’s build a survey that gives you honest answers, drives action, and accelerates growth.
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TrueData™ Surveys are for B2B Companies
with High-Value Customer Relationships
A good VoC Program isn’t one click. It’s dozens of steps. We handle them all.
Let’s streamline your survey and give you data you can trust.
Built-In Features that Drive Growth
Software included.
No add-on costs. No upsells. No separate licenses. Just results.
Custom design. Bias-free.
Built from scratch to match your goals—no templates, no leading questions, no fluff.
Thematic insights.
Evidence based, statistically valid data presented in priority order.
Human-coded text analysis + AI.
Every open-ended response coded for nuance and clarity.
Highest response rates!
100% deliverability. 100% engaging. Surveys customers want to take.
CEO-ready Findings Reports.
Action-focused presentations designed for executives and frontline teams.
Trusted by Companies Like Yours
The AI Survey Trap
AI builds surveys from templates, not experience. At Interaction Metrics, we use AI where it adds value and lose it where it doesn’t. Our analysts supply the oversight, alignment, and objectivity that AI can’t.
Built for B2B teams that need survey experts, not another DIY tool.
Only Need Software
Level 1
If you already have your survey designed, power it up with the best software and the experts who know how to use it.
$1500-$3000
Complete Design & Deploy
Level 2
All your survey questions, logic flow, rating scales, email campaign, and every other step are managed for you.
$6000-$9900
Get The Analysis Too
Level 3
Crosstabs, correlations, text analysis, dashboards, and findings decks with next-step actions presented to your team.
Varies by Complexity
Need Something More Tailored?
Not every challenge fits neatly into a package. We build custom research and survey strategies for teams with unique goals, complex audiences, or multi-phase initiatives.
Turn VoC Data Into Team-Level Action
Most voice of the customer programs end with a single report. It lands on leadership’s desk and sits there. The score will be the same next quarter because nobody in particular was responsible for changing it. Watching a number is not the same as owning it.
After each round of a VoC program, we don’t hand over one company-wide deck. Our voice of the customer analysis cuts the findings by department, so each team gets a report built around results they can actually act on.
The product team gets what customers say about the product. Technical support doesn’t see pages of feedback about pricing complaints that belong to sales. A team lead sees their own numbers, not a company scorecard they’d skim once and forget.
The Survey Ends. The Conversation Shouldn’t.
A voice of the customer survey that goes silent after you collect it tells customers their time was wasted. That’s why we close the loop, and we do it differently depending on who we’re talking to.
Detractors may need a conversation about what went wrong. Passives may be asked what one or two changes would improve the relationship. Promoters may be invited to share a testimonial or explain what the company should keep doing. The follow-up changes with the customer, and the internal action changes with the team responsible.
That follow-up is where B2B customer research becomes a relationship rather than a report.
Sometimes the right follow-up is a call. We take a journalistic approach, using the conversation to understand what a rating alone cannot explain. That is why our surveys often ask whether the customer would be willing to speak with us about their experience. Other times, the follow-up is written: an email tailored by customer type that shares what was learned and what the company plans to do next. Either way, the customer hears back.
The point of tracking VoC data over time is not simply to watch the numbers move. It is to make sure the right people know what changed, understand why it changed, and own what happens next. That is what turns a VoC program into a system for action, not just measurement.
Frequently Asked Questions
A voice of the customer (VoC) program is a continuous listening system that measures the same B2B customers on a set cadence and analyzes what they say in their own words. It combines surveys, interviews, and analysis of everyday conversations into one longitudinal view, so you track how perception shifts over time instead of guessing from a single reading.
A survey is one input. A program is the multi-method system built around it. A single voice of the customer survey tells you how customers felt the week you fielded it. A program runs on a schedule, layers in interviews and conversation analysis, and tracks the trend so you can act on real movement rather than noise.
Yes. We collect customer feedback from structured surveys, open-ended questions, customer interviews, and indirect sources like chat logs and email conversations. This ensures your VoC data is comprehensive and reflects the full customer experience.
That depends on your business model, customer journey, and feedback loop. Some clients benefit from quarterly surveys, while others gather feedback continuously. We’ll recommend the right cadence based on your goals and the types of customer interactions you want to evaluate.
No. Because a VoC program means years of B2B customer research inside one company’s data, we take a single client per market. Name your three to five closest competitors, and we won’t work with them.
More Resources:
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