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?

The NPS (Net Promoter Score) is a widely known measurement of customer satisfaction developed by Fred Reichheld in 2001. Its popularity and broad use have been attributed to its simplicity and transparent methodology yielding in higher response rates. Is NPS useful in evaluating customer relationships? We say yes, but only with a few augmentations.

We recently asked a number of our B2B senior customer contacts to tell us about the main challenges that they and their businesses faced in 2022. What follows are the top three challenges that dominated the results and how you can not only navigate these issues successfully, but improve your customer relationships along the way.