B2B Marketing Blog

Written by The Mezzanine Group
on February 12, 2010

Great businesses are very open to input and feedback. They seek it out through formal and informal mechanisms like:

  • Quantitative Market Research (statistics-based customer satisfaction assessment; many respondents, little depth.)
    • Surveys and Questionnaires
  • Qualitative Market Research (insight-based customer satisfaction assessment; narrow but deep.)
    • Focus Groups
    • Customer Interviews
  • Competitive Analysis

What's emerging now is the opportunity for companies to use Social Media as an additional customer satisfaction assessment tool, and also a way to inform innovation in products and services. Social media provides tremendous opportunities for direct interaction between a company and its customers. Many companies are using it to drive innovation. For example, Starbucks realizes that its customers know better than anyone else what they want - so they created a platform to engage customers at: It’s a great website and shows a true commitment to customers – and the recognition that it’s a cost-effective innovation catalyst.

Here’s a great tool that lets you search internet forums for comments about your business: Boardtracker (link to: Forums, though they've been around forever, represent a huge part of the internet -- and are an area that many services, including Google, often do not search. Posts which reference your company can contain insight and information just as valuable as that from focus-groups.

One caveat – social media is a mecca for B2C companies to get feedback – its usefulness for B2B companies is still evolving. But it will only grow. How does your company use social media to track customer satisfaction?

You may also like:

3 Ways To Find The Right Pricing Strategy For Your B2B Product

Pricing strategy is a tricky issue. Price too high and you won't gain traction in a market. Price too low and you won't ...