Response rates for Satisfaction Surveys
I want to ask a question about survey response rates in B2B. No one else seems to want to talk about them, which makes me feel that this is the elephant in the room.
First of all, please let me make some assumptions about the market we’re in.
- Most organisations that I come across in B2B have only a limited number of customers.
- Most organisations agree that having good long-term relationships with their customers is essential to the welfare of their business.
- Most organisations have some form of key account management going on – perhaps using sales reps or agents or distributors, perhaps using lots of levels within the organisation to interact seamlessly with customers.
- Most organisations have an 80:20 customer profile (see Choosing the Most Important Customers).
- Many organisations do not have activity based costing (ABC) and can only make assumptions about which customers are their most profitable (again, see the chart from the link above).
- However, most organisations, with a bit of help, can identify their most important customers, as a mixture of largest revenue, most profitable and greatest potential.
So why would any B2B organisation be satisfied with, and make strategic decisions based on the feedback from, a customer survey where the response rate was less that 50%?
n.b.2 Using the InfoQuest box, we have an average worldwide response rate of over 70%.
Please also see