The most successful B2B companies sincerely care about their customer relationships and truly listen to the voice of the customer. They allocate budget to survey their customers once or twice a year, or even after every major business transaction. They bring in the data, analyze it, and then act upon it. It’s a continuous, informed evolution. But only 30% of businesses behave this way. According to Forrester, the other 70% may bring in the customer satisfaction data, but they fail to act on it. Why?

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