Como você pode medir efetivamente a defesa do cliente no B2B?

Defining objectives plays in big role in measuring the right outcomes. In my view, this is fully dependent on the strategic direction of the organisation in regards to customer management? Is it advocacy, retention, satisfaction, benchmarking, improving customer lifetime value etc?

Customer advocacy is important not just for B2B companies but even more so in the service sector for B2C companies also. Defining objectives or rather action standards gives you a clear path on how to design your project. Adding a daignostic section to the survey can be helpful.

I really like NPS. It's simple and crisp and it becomes even more useful with a diagnostic question like for example a question having statements pertaining to work quality measured on a likert scale. Filtering the universe on promoters or detractors and seeing how they perform on this question can give an interesting perspective of how to retain or regain these customers as the case may be

The choice of metrics again in my view should be dependent on the customer experience strategies in place. NPS is a simple metric that can provide multiple insights into your customers. How the feel about the brand? How they are likely to continue to using you (retention)? How strong is your relationship with customers? What are the root causes affecting customer experience? I call it "the measure of tomorrow". CES on the other hand, I call it, "the measure of now". It is a satisfaction metric. It helps check what issues customers have from end to end; friendliness of products and services; service delivery challenges; roadblocks in customer satisfaction and gaps impacting customer experience.

SMS is one of the most useful data collection approaches. It's applicable to all irrespective of background. SMS is simple to use and has high response rates. WhatsApp is also effective especially for those populations that have access to internet.

The other critical area is data actioning. In my experience effective dissemination and validation of the results further entrenches action planning. I have also come to learn if we allow users to take develop and ownership of the actions without being imposed but guided accordingly, helps alot.

Understanding B2B transactions first is crucial. It involves long-term partnerships and complex transactions. They seek value and inclusion. To measure customer advocacy in B2B effectively, establishing a Client Advisory Board is paramount. CABs offers insights into the business's strategic direction. By engaging with customers through CABs, businesses gain focused guidance, enabling them to refine their strategies. CABs also serve as a catalyst for product and service development, highlighting beneficial aspects and revealing challenges in the customer journey. Moreover, CABs foster customer loyalty. Businesses not only gain valuable feedback but also strengthen their relationships with customers, naturing long-term partnerships.

To effectively measure customer advocacy in B2B I would strongly recommend to distinguish between “performance” and “preference” – not only with B2B but with all stakeholder groups. Such a metric is a powerful tool for customer advocacy and can be incorporated in any Customer Satisfaction (CSAT) survey e.g. NPS to gauge satisfaction and loyalty, providing quantitative performance insights. It provides a nuanced approach to (B2B) customer advocacy, seamlessly integrating both performance and preference metrics. This enables businesses to gain a comprehensive understanding of customer sentiments, fostering targeted improvements for sustained success in the competitive B2B landscape.