We’ve all heard it when one of our accounts disappears at renewal time: “Gee, I don’t know what happened…. I played golf with Doug last month and he said everything was fine….”
You don’t need any math with this type of reporting…. the situation can be seen at a glance…. renewal for this client is in trouble…. lots of red, and way too many non-responders…we’re toast.
The hard fact is that B2B customer success and renewal decisions with a customer are seldom about just one person….and needless to say, not what day to day “users” tell you in a large survey.
You need to have customer insight technology which allows deep dives into high-level customer sentiment:
- At the account-level
- With high-level, individual customer contacts who make or influence the decisions to buy you (or not)
- In a reporting methodology that seamlessly integrates with Account Management, ABM, and Customer Success activities.
This is what real B2B customer insight looks like!