What defines a positive B2B customer contact experience? What expectations do B2B customers have? And how do preferences differ across industries?
Each year, TNS NIPO conducts a benchmark survey in collaboration with SPOTONVISION. This year’s theme was B2B customer contact. The insights were presented at the B2B Marketing Forum on March 17th. Download the full report here.
Learn from customer contact experiences
Linda Cornelissen, social psychologist and B2B Consultant at TNS NIPO, shares the results. At the Forum, she presented the findings from the 2016 survey “B2B Customer Contact”, co-developed with SPOTONVISION.
“This is the latest in a series of benchmark studies focused on understanding the Dutch B2B market,” says Linda.
In previous years, the research focused on buyer journeys (2013–2014) and customer experience after contract signing (2015). In 2016, the spotlight turned to B2B customer contact and how buyers experience it. Linda explains:
“We noticed that businesses often ask customers for feedback – either on the relationship or after a service moment. However, they rarely analyse that feedback in depth, let alone adjust their processes or train their employees accordingly.”
The power of comparison and customer needs
The survey examined customer contact across industries. It covered frequency, channels used, and whether contact happened with a dedicated representative or different employees.
Key questions included:
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Which contact channels do customers prefer?
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How often is contact needed?
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What makes it feel personal?
The research included 661 business relationships from 186 companies with more than 10 employees.
How the survey helps optimise B2B customer contact
The results provide actionable insights. Linda highlights examples of companies that replaced the traditional, costly, single point of contact with more efficient solutions – without losing the personal touch.
“We saw organisations that found a balance. They reduced costs while keeping B2B customer contact pleasant and personal. The key was smart design and training.”
She adds a cautionary note too:
“We also saw what not to do. Phone calls were the least preferred channel. Possibly due to automated menus and long wait times. Customers prefer to speak to someone who can help them directly.”
Social messaging: rising in popularity
Expectations for social channels like Twitter, Facebook, WhatsApp, and SMS vary. Despite the 24/7 world we live in, not all channels meet customer expectations.
However, some stood out. WhatsApp and SMS were viewed as direct and personal – especially when businesses responded quickly and showed availability.
“These platforms offer a form of real-time contact,” Linda explains. “That makes them feel more human and responsive.”
Want to improve your customer contact?
B2B customers are clear: they want personal and efficient contact. Businesses that listen, analyse feedback, and act on it will stand out.
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