It is important to create a community that will promote your company to their peers. Within every industry, B2B buyers seek considerable input from their peers when researching solutions to business problems and performing due diligence for their future purchase decisions. Since peers are seen as objective sources of information based on real world experiences, their opinions matter and often exert significant influence over buyer decisions. Thus, it is essential for you as a vendor to encourage your highly satisfied customers to become promoters of your brand by sharing their opinions, advice, and experiences through the online channels that are most popular among their peers. As a result, they are inclined to promote your company to their peers.
Obviously, this strategy presumes that your company has a strong base of happy customers (promoters) whose opinions will convey positive impressions of your products, services, and company values. However, if you need to improve customer satisfaction in order to earn more favorable reviews, please refer to our whitepaper “15 Tips to Delight Your Customers and Increase ROI” for specific steps you can take today to raise overall satisfaction among your company’s existing customers.
Some companies refrain from encouraging their customers to post reviews because they want to avoid the possibility of negative feedback being made public. But full disclosure and transparency are critical for establishing trust; therefore, it is prudent to urge your customers to share their real experiences and true beliefs about your company. A negative comment actually creates an opportunity to demonstrate how your company listens and responds to ensure the satisfaction of every customer. The resulting public interchange builds credibility and strengthens your company’s reputation in the market.
By applying the four strategies above to obtain and share customer feedback, your company will succeed in attracting new customers and will strengthen its existing customer relationships as well. As noted in an article published in Bain Insights on February 12, 2014 by David Michels and Andreas Dullweber:
“Can a B2B customer really promote or advocate for your business? Yes, but not just by saying favorable things or recommending the firm to others. Loyalty and advocacy also can be expressed as the customer's willingness to discuss how you can better serve his or her needs and add more value—critical to boosting revenues and profitability.”
To obtain more detailed recommendations on how to increase customer satisfaction and encourage loyal customers to become promoters of your brand, please download our informative whitepaper “15 Tips to Delight Your Customers and Increase ROI”.
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