Which Surveys to take across B2B Customer Experience Journey?

Aug 2, 2023

10 mins read

Manisha Khandelwal

The banner image of the blog on the topic - Which surveys to take across the B2B customer experience journey?

Are you struggling to choose the right surveys to enhance your B2B customer experience journey?

Do you also feel overwhelmed with the countless options available? – We’ve all been there.

The truth is that selecting the most effective surveys can be a real challenge. And making the wrong choice can lead to wasted time and resources.

But fear not!

In this blog, we’re going to talk about which surveys to take across the B2B SaaS customer experience journey with question examples of each industry.

Before moving ahead, let me tell you that this blog is going to cover 6 B2B industries:

B2B SaaS
B2B Manufacturing
B2B Marketing & Advertising
B2B Service
B2B Fintech
B2B Logistics

Let’s talk about the first B2B industry.

1. B2B SaaS

An image showing the example of a B2B SaaS company Adobe survey created on the SurveySensum platform

The B2B SaaS customer journey is filled with multiple touchpoints from initial awareness to renewal and beyond that shape customer experiences.

So, let’s have a look at each touchpoint and identify when to conduct surveys, which survey to launch, why, and whom to target.

B2B SaaS Touchpoints	When to Conduct the Survey?	Which Survey to Launch?	Question Type	Whom to Send the Survey?	Why Launch Survey?
Onboarding	2 weeks after sign-up	Onboarding Experience Survey	CES or CSAT	New customers	To assess the effectiveness of onboarding
Customer Support	After resolving an issue	Customer Support Satisfaction Survey	CSAT	Customers who received support	To measure customer satisfaction with support
New feature launch	One Week after release	Product Feedback Survey	Product	Product users	To gather insights for product improvement
Product Usage and Overall Relationship	Quarterly or semesterly (every 6 months)	Relationship NPS	rNPS	Quarterly – product user Semesterly – decision maker	To measure relationship and overall customer satisfaction quarterly and semesterly from user or decision-maker

Now you know which survey to launch at which touchpoint. So, here are some survey question examples that you can include while creating surveys:

Onboarding Experience Survey Questions:

How would you rate the onboarding process?
Did you find the onboarding resources helpful?

Customer Support Satisfaction Survey Questions:

How satisfied are you with the support you received?
Did the support team resolve your issue efficiently?

Product Feedback Survey Questions:

How would you rate the latest product launch?
Which new feature do you find most valuable?

Use these questions in your survey and customize them to gather valuable insights. This will enable you to improve your B2B SaaS customer experience.

Elevate your B2B SaaS Customer Experience Journey with SurveySensum

2. B2B Manufacturing

An image showing the example of a B2B Manufacturing company survey created on the SurveySensum platform

The B2B manufacturing customer journey consists of 5 touchpoints: initial inquiry, product customization, order delivery, post-purchase, and customer support.

Let’s find out which type of survey you should launch at each touchpoint, whom to send the survey to, and the reason behind launching the survey.

B2B Manufacturing Touchpoints	When to Conduct the Survey?	Which Survey to Launch?	Question Type	Whom to Send the Survey?	Why Launch Survey?
Order Delivery	Upon product delivery	Delivery Satisfaction Survey	CSAT	Customers who received orders	To measure satisfaction and identify areas for improvement
Post-Purchase	6- Monthly after purchase	Product Feedback	CSAT	Existing customers	To gather insights for product improvement and usage patterns
Customer Support	After resolving an issue	Customer Support Satisfaction Survey	CSAT	Customers who received support	To measure satisfaction with support and identify areas to improve
Overall Relationship	Every 6 months	Relationship NPS	rNPS	Decision Makers	To build relationships and measure their overall satisfaction level

Now that you know which survey to launch at which touchpoint, let’s proceed to explore some survey question examples that you can include while creating interactive surveys.

Customer Satisfaction Survey Questions:

How would you rate your experience with our company about order delivery?
Were our sales representatives helpful in addressing your inquiries?

Post-purchase Survey Questions:

How satisfied are you with the overall purchasing experience with our B2B manufacturing company?
Did our B2B manufacturing products meet your expectations?

Relationship NPS Survey Questions:

On a scale of 0 to 10, how likely are you to recommend our B2B manufacturing company to other businesses or colleagues?
How satisfied are you with the overall level of support provided by our sales team?

By mapping the B2B manufacturing customer journey, you can launch the given survey at the right touchpoints. These surveys will give you insights to measure customer satisfaction, identify areas for improvement, and tailor your products and services to meet their needs.

Elevate your B2B Manufacturing Customer Experience Journey with SurveySensum

3. B2B Marketing & Advertising

An image showing the example of a B2B Marketing and advertising company survey created on the SurveySensum platform

In the B2B marketing and advertising industry, mapping the customer journey is a crucial process for understanding and optimizing how potential customers interact with your business throughout their buying process.

After mapping the customer journey, here are the 3 vital touchpoints on which you must launch surveys to gather their expectations and experiences.

B2B Marketing & Advertising Touchpoints	When to Conduct the Survey?	Which Survey to Launch?	Question Type	Whom to Send the Survey?	Why Launch Survey?
NPS After Project Ends	After the contract ends (3 or 6 months)	Project NPS	rNPS	Project participants	To measure overall customer satisfaction quarterly and semesterly
Relationship NPS after long project ends (1-2 years)	Every 6 months	Relationship NPS	rNPS	Contract participants	To build relationships and gauge the satisfaction level

Here are some question examples that you can customize as per your business requirements:

Customer Satisfaction and Net Promoter Score Survey Questions:

Did our marketing efforts influence your decision to make a purchase?
Would you recommend our brand to others based on your experience?

By implementing these surveys you can dive into your customer’s mind to gain valuable insights. After gathering feedback, you can analyze the data and take action to improve your B2B customer experience.

Elevate your B2B Marketing & Advertising Customer Experience Journey with SurveySensum

4. B2B Service

An image showing CMS survey created on SurveySensum tool

CMS is one of the examples of B2B services, that understand the importance of mapping customer journeys via SurveySensum. They mapped the entire journey and launched the customer surveys at relevant touchpoints across the journey. After gathering the feedback, they analyze the survey data and take action based on feedback received to continually improve their B2B service offerings.

B2B Service Touchpoints	When to Conduct the Survey?	Which Survey to Launch?	Question Type	Whom to Send the Survey?	Why Launch Survey?
Service Delivery	After project completion	Service Satisfaction Survey	CSAT	Clients who received service	Measure customer satisfaction with the service delivered
Customer Support	After resolving an issue	Customer Support Satisfaction Survey	CSAT	Clients who received support	Measure satisfaction with support and identify areas to improve
Overall Relationship	After 3 or 6 months	Relationship NPS	rNPS	Decision Makers	To build and assess customer relationship with their satisfaction level

And following are the survey question examples:

Service Satisfaction Survey:

How satisfied are you with the overall quality of the service provided?
Did our team meet your expectations in delivering the project successfully?

CMS Experience Survey:

How satisfied are you with the ease of using our CMS for website management?
How likely are you to recommend our CMS services to others based on your experience?

By strategically launching these surveys at the right touchpoints, just like how CMS did, you can gather valuable insights to enhance your B2B service customer experience.

Elevate your B2B Service Customer Experience Journey with SurveySensum

5. B2B Fintech

An image showing the example of a B2B Fintech company survey created on the SurveySensum platform

If yes, then mapping the customer journey can offer you several unique benefits. It can help you in making complex decisions, identifying pain points, and much more. So, let’s explore each touchpoint here:

B2B Fintech Touchpoints	When to conduct the Survey?	Which Survey to Launch?	Question Type	Whom to Send the Survey?	Why Launch Survey?
Onboarding	After sign-up or integration	Onboarding Experience Survey	CSAT	New customers	To assess the effectiveness of onboarding and integration
Product Usage	After 3 months	Product Satisfaction Survey	CSAT and CES	Product Users	To measure satisfaction with your fintech product.
Overall Relationship	Every 6 months	Relationship NPS	rNPS	Product Users and Decision Makers	To build and measure overall relationship, customer satisfaction, and track changes over time.
Customer Support	After resolving an issue	Customer Support Satisfaction Survey	CSAT	Customers who received support	To measure satisfaction with support and identify areas to improve

Now you must be looking for survey question examples, right?

Here you go:

Onboarding Experience Survey Questions:

How satisfied are you with the integration of our fintech solution?
Did our team provide clear guidance on support during onboarding?

Product Satisfaction Survey Questions:

How satisfied are you with the performance and functionality of our fintech product?
What improvements or additional features would you like to see in our fintech product?

Customer Support Satisfaction Survey Questions:

How satisfied are you with the support you received from our team?
Would you recommend our customer support services to others based on your experience?

Use NPS, CES, CSAT survey software to create these surveys and strategically launch them at the right touchpoints to evaluate onboarding, product satisfaction, customer support, renewal experience, and customer churn. With this, you can enhance your B2B fintech customer experience.

Elevate your B2B Fintech Customer Experience Journey with SurveySensum

6. B2B Logistics

An image showing the example of a B2B Logistics company survey created on the SurveySensum platform

Now comes the B2B logistics industry. By mapping the customer journey you can understand and optimize your client’s experience when they interact with your logistics services.

Without saying much, let’s quickly look at each touchpoint and explore which survey to conduct, when, and why:

B2B Logistics Touchpoints	When to conduct the Survey?	Which Survey to Launch?	Question Type	Whom to Send the Survey?	Why Launch Survey?
Delivery Experience	After order delivery	Delivery Satisfaction Survey	CSAT	Customers who received orders	To measure customer satisfaction with the delivery experience
Customer Support	After resolving an issue	Customer Support Satisfaction Survey	CSAT	Customers who received support	To measure satisfaction with support and identify areas to improve
Overall Relationship	Periodically during the account management phase or upon request	Account Relationship Survey	rNPS	Key account Decision Makers	To evaluate the strength of the business relationship and assess the overall customer satisfaction and loyalty

After knowing the touchpoints, survey types, etc. here are the survey question examples to incorporate:

Delivery Satisfaction Survey Questions:

How satisfied are you with the condition of the delivered goods?
Was the delivery made within the agreed-upon timeframe?

Customer Support Satisfaction Survey Questions:

How satisfied are you with the support you received from our customer service team?
Would you recommend our customer support services to others based on your recent experience?

As per the reason for launching the survey, create a survey with the perfect objective and launch it at the rich touchpoint to the right people to enhance your B2B logistics customer experience. Consider utilizing tools like Upper for streamlined route planning to optimize your logistics operations further.

And it’s a Wrap!

Overall, these were all the touchpoints of the B2B industries where you can launch surveys to craft an exceptional B2B customer experience journey.

By effectively using customer feedback surveys, you can elevate customer satisfaction experience and your business’ revenue. Therefore, to accomplish this, a reliable and powerful customer feedback platform, such as SurveySensum, can be your invaluable ally.

With SurveySensum’s, advanced capabilities, you can create engaging and interactive surveys that truly capture the essence of your B2B customer experience journey, ultimately leading to exceptional outcomes.

Make sure you make the best use of it😉