Here’s a question: when was the last time you conducted an objective, multi-level assessment of the health of the relationship with your most critical customers?
B2B relationships need to be measured on multiple customer levels. The traditional study that typically gets responses from only the technical user of your product or service puts you in the position of being easily blindsided. Such studies almost always miss the internal enemies. Which strategic accounts are not sending back their customer surveys? In the world of customer satisfaction and loyalty, you should assume that no news is bad news.