B2B Customer Satisfaction Surveys – What Questions Should I Use?
By John Coldwell
Comment: If you are looking for questions to include on a customer satisfaction survey for your business to business customers (B2B), you’ve found the motherlode. Below you’ll find almost 300 items you can use directly OR use to stimulate your own thinking on what to include.
There are some 80 categories to choose from. Obviously some will not fit for your particular business niche, so choose what works. You’ll also find questions of different types — those that use a yes or no response type, or those that require a scale of agreement, and so on. (editor)
1. Overall
- A. On an overall basis, how satisfied are you with [enter company name here]?
- B. How satisfied are you with the ease of doing business with our company?
- C. I would purchase products or services from your company again.
- D. I would recommend your company to an associate.
ADMINISTRATION & FINANCE CATEGORIES
2. Billing and Invoicing
- A. How satisfied are you with our billing and invoicing?
- B. Invoices from your company are complete and accurate.
- C. Billing issues are fairly and satisfactorily resolved.
- D. When there is an issue with an invoice, your personnel are accommodating and helpful.
3. Credits and Payments
- A. How satisfied are you with our credit and payment process?
- B. The credit and payment schedules you provide us are consistent with our needs.
- C. When a credit or payment issue arises, you work effectively with us to arrive at a solution.
- D. Your credit and payment schedules are consistent with the industry norms.
4. Credits and Returns
- A. How satisfied are you with our policies and procedures for issuing credits?
- B. Credits are issued in a prompt and efficient manner.
- C. The paperwork and time required to process returns is reasonable.
- D. The need to submit credit requests is infrequent.
5. Ordering
- A. How satisfied are you that our ordering system is user friendly?
- B. The methods by which orders may be placed with your company are convenient.
- C. Your company makes it easy for me to determine the status of my orders.
- D. Contract or order changes are easy to make.
6. Ordering
- A. How satisfied are you with the effectiveness with which we process your orders?
- B. Orders placed with your company are always processed correctly.
- C. Ordering from your company is an easy process.
- D. Your company is flexible and accommodating when we need to make changes to an order.
7. Quotations
- A. How satisfied are you with the procedures we use for providing quotes?
- B. I can always count on your price quotes to be accurate.
- C. When providing quotes, your availability of information is readily accessible and up to the minute.
- D. Price quotes are provided in a prompt and efficient manner.
RELATIONSHIP CATEGORIES
8. Business Partner
- A. How satisfied are you in your dealings with our company as a business partner?
- B. Your company is flexible in the way it conducts business.
- C. Your company always keeps the promises it makes.
- D. Your company takes initiative and is proactive in working with me.
9. Business Practices
- A. How satisfied are you with the way we conduct business?
- B. Once I am connected to the right person, any questions or problems I have are quickly resolved.
- C. The individuals that I interact with at your company are responsive to my needs.
- D. Your company seems to do everything it can to streamline processes.
10. Value-Added Partner
- A. How satisfied are you with our company as a value-added business partner?
- B. The relationship I have with your company adds value to mine.
- C. When I think of quality products and services, I think of your company first.
- D. Yours is an easy company to deal with.
11. Business Partner
- A. How satisfied are you in your dealings with our company as a business partner?
- B. Your company’s business practices are easy to understand.
- C. I can always count on your company to meet its promises and commitments.
- D. Your company listens and responds to me when I have a problem.
12. Relationship
- A. How satisfied are you with your relationship with our company’s personnel?
- B. I can always count on your personnel to follow up on problems to make sure they have been resolved.
- C. When dealing with any of your personnel, I am always treated with consideration and respect.
- D. I have open and easy communication with people from your company.
COMMUNICATION CATEGORIES
13. Communication
- A. How satisfied are you with our company’s efforts to meet your communication needs?
- B. When I call, I am always connected to the right individual who can help me.
- C. Your company personnel have a thorough knowledge of products, services and policies.
- D. I know exactly who to contact when I have questions or a need for information.
14. Communication
- A. How satisfied are you with our company’s overall communication efforts?
- B. Your personnel routinely stay in touch with me to keep me apprised of issues that may affect me.
- C. Everyone in your company seems committed to helping meet my business needs.
- D. I do not need to rely solely on my sales representative to meet my informational needs.
15. Telephone Communication
- A. Based on recent experience, how satisfied are you with our telephone support systems?
- B. When I am unable to initially contact someone, I know they will return my call promptly.
- C. Your company is very responsive to telephone inquiries.
- D. Your personnel are pleasant and accommodating whenever I call.
CUSTOMER SERVICE CATEGORIES
16. Customer Support
- A. How satisfied are you with the level of customer support we provide?
- B. Overall, your personnel make me feel as though you have my best interests on your mind.
- C. Questions and needs are responded to quickly and efficiently.
- D. Company personnel are knowledgeable of and responsive to my business needs.
17. Customer Service
- A. How satisfied are you with the customer service we provide?
- B. The customer service personnel are pleasant and knowledgeable
- C. Whenever a problem arises, I know who to contact.
- D. If someone cannot initially answer my question, they find the answer and get back to me promptly.
MANAGEMENT CATEGORIES
18. Management
- A. How satisfied are you with the commitment of our company’s management to assist you?
- B. I am afforded the opportunity to meet with or talk to company management whenever I need to.
- C. I have no need for a planning session with key members of your management staff.
- D. I have been afforded the invitation and opportunity to visit your facilities.
19. Management Interactions
- A. How satisfied are you with your interactions with our management?
- B. The management people I have contacted in your company are customer focused.
- C. I know that your management is available to address my problems and concerns.
- D. I can always contact someone in your company who can make decisions that affect me.
DELIVERY CATEGORIES
20. Delivery
- A. How satisfied are you with the delivery of our products or services?
- B. Your deliveries arrive when promised.
- C. Your deliveries are complete and accurate.
- D. All deliveries are clearly marked to identify the contents.
21. Delivery
- A. How satisfied are you with the delivery of our products or services?
- B. All deliveries arrive in good condition.
- C. All deliveries are made with the proper documentation.
- D. Arranging for special deliveries or shipments is never a problem.
22. Delivery Lead Times
- A. How satisfied are you with our product delivery lead times?
- B. Delivery lead times for standard production items are within industry standards.
- C. Delivery lead times for custom items are within industry standards.
- D. Your quoted lead-times are always met.
23. Delivery Communications
- A. How satisfied are you with how we keep you apprised of the status of pending deliveries?
- B. I am kept fully informed of the up to date status of all deliveries.
- C. Changes to promised delivery dates are pro-actively communicated to me before the fact, not after.
- D. If a promised delivery date changes, I am given sufficient warning to be able to deal with it.
24. Shipping
- A. How satisfied are you with the means we use for shipping our product?
- B. All items received have been properly handled and stored during shipment.
- C. Packing and shipping materials are adequate to protect the product during shipment.
- D. All product is protected from environmental conditions (dust, moisture, etc.) during shipment.
25. Product Packaging
- A. How satisfied are you with our product packaging?
- B. All product I receive is packaged and labelled according to specifications.
- C. Your packaging fully meets my shipping, usage and merchandising needs.
- D. I never receive product that is poorly packaged or mislabelled.
PRODUCT CATEGORIES
26. New Products
- A. How satisfied are you with our efforts to communicate the availability of new products?
- B. Your sales representative keeps me well-informed of new products or services available to me.
- C. Your company always informs me of your new products or services before I hear about them somewhere else.
- D. The information and materials I receive on your new products are adequate to meet my informational needs.
27. Product Performance
- A. How satisfied are you with the performance of our products?
- B. Your product design and features are innovative.
- C. The scope of your product line meets our needs.
- D. I can not think of any ways in which your products could be improved.
28. Product Quality
- A. How satisfied are you with the quality of our products?
- B. The products supplied by your company perform as represented in your literature.
- C. Any issues having to do with quality are promptly corrected.
- D. The quality process that you use in your company is sufficient for our requirements.
29. Product Quality
- A. How satisfied are you with the quality of our products?
- B. All products purchased from your company consistently meet specifications and quality standards.
- C. If a quality issue arises, your company strives to make sure it is quickly and appropriately resolved.
- D. Your overall product quality meets our needs.
30. Product Value
- A. All things considered (cost, durability, quality, etc.), how satisfied are you with our products?
- B. I purchase your products because they represent excellent value for the money.
- C. When I think of product quality, I think of your company first.
- D. Of all the suppliers of your product I’ve used, yours provides the highest overall reliability.
31. Product Value
- A. How satisfied are you with our products as representing value for the money paid?
- B. The level of technical support you provide is a key value ingredient for your company.
- C. The durability of your products is a key value ingredient for your company.
- D. The quality of your products is a key value ingredient for your company.
32. Product Value
- A. How satisfied are you with our products as representing value for the money paid?
- B. Your willingness to work with us as a partner, not just a customer, is a key value ingredient for your company.
- C. Your efforts to keep me updated on trends in my market environment is a key value ingredient for your company.
- D. Your ability to find innovative solutions to changing needs is a key value ingredient for your company.
PRODUCT SUPPORT CATEGORIES
33. Technical Support
- A. How satisfied are you with the level of technical support we provide?
- B. When I call with a technical question, I am promptly connected to a person who can give me an answer.
- C. I get my technical questions answered on the first attempt.
- D. Your technical support people follow up to make sure my problem has been corrected.
34. Technical Support
- A. How satisfied are you with the level of technical support we provide?
- B. When I call technical support, your support staff are knowledgeable and skilled at resolving problems.
- C. My technical product support issues are resolved in a timely manner.
- D. There is a defined escalation path if I feel I am not getting the results I should for a technical support related issue.
35. Warranties
- A. How satisfied are you with the warranties we provide for our products?
- B. Whenever a warranty question arises, it is dealt with quickly and fairly.
- C. The applicability of warranty coverage is never an issue.
- D. Warranty terms and conditions are fair and reasonable.
36. Training Courses
- A. How satisfied are you with the training courses we provide?
- B. The subject content of available training programmes is complete and effective.
- C. Your training program instructors are knowledgeable of the subject matters they teach.
- D. Your training courses are of the right duration and frequency.
37. Training Material
- A. How satisfied are you with the training material we provide?
- B. The training material is complete and effective.
- C. The training material is easy to understand and follow.
- D. The training material is up to date.
38. Documentation
- A. How satisfied are you with the quality of printed support materials we provide?
- B. Product use and specification manuals are comprehensive and easy to read.
- C. Product use manuals are effective for operator training.
- D. Your choice of media for your manuals (e.g.: hard copy, CD, disk), meets our needs.
39. Test Standards
- A. How satisfied are you with our procedures for maintaining and documenting test standards?
- B. All items received are marked or otherwise verified as having met test standards.
- C. All test data is properly maintained to assure traceability if the need arises.
- D. If a quality issue or question arises, I know exactly who to call for assistance.
40. Design Input
- A. How satisfied are you with our responsiveness to your input relative to design or quality issues?
- B. When designing a new product, your company strives to understand all issues and needs before proceeding.
- C. Your approach to design issues is based more on problem prevention than detection after occurrence.
- D. When discussing design related issues, your company views us as a partner, not just a customer.
41. Product Line
- A. How satisfied are you with the breadth of selection in our product line?
- B. The variety of products you offer fully meets our buying needs.
- C. The diversity of your product line is a major reason I buy from you.
- D. I wish you would expand the number of items in your product line.
42. Product Line
- A. How satisfied are you with the diversity of our product line?
- B. I have no product needs that your company fails to meet.
- C. Your ability to meet isolated or unusual product needs is a major reason I buy from you.
- D. I rarely have to buy from other sources because you don’t offer the products I need.
EQUIPMENT CATEGORIES
43. Machine Delivery
- A. Overall, how satisfied are you with the delivery and installation of your new equipment?
- B. All equipment, parts and operator manuals were available at the time of delivery.
- C. The length of time it took to set up and install the equipment at our location was as planned.
- D. The equipment was delivered on or before the agreed date.
44. Installation
- A. How satisfied are you with our installation of equipment?
- B. The personnel installing your equipment work quickly and effectively.
- C. Expectations of what would occur during the installation were clearly defined in advance.
- D. Installations are performed correctly the first time.
45. Equipment Performance
- A. How satisfied are you with the overall performance of your new equipment?
- B. The equipment has fully met our needs for the required applications and uses.
- C. Our new [specify type] equipment has been very reliable.
- D. I cannot think of any ways in which the performance of the equipment could be improved.
46. Spare Parts
- A. How satisfied are you with our performance at meeting your spare parts needs?
- B. The lead time required for the delivery of spare parts is sufficient for our needs.
- C. Your company is responsive if we need expedited or emergency delivery of spare parts.
- D. You maintain an adequate inventory of spare parts to properly support legacy equipment.
47. Equipment Service
- A. How satisfied are you with the service we provide for your equipment?
- B. Service personnel respond quickly and effectively to our requests for service.
- C. Service personnel are knowledgeable about the equipment they service.
- D. When equipment is serviced, problems are corrected the first time.
48. Service Technicians
- A. How satisfied are you with the performance of our service technicians?
- B. Service technicians are well stocked with replacement parts.
- C. Service technicians usually fix the problem on the first visit.
- D. Service technicians respond to equipment breakdowns promptly.
49. After Sales Support (Equipment)
- A. How satisfied are you with the amount of follow up contact we provided after your installation?
- B. Your service organization gave my company full support during the installation.
- C. The length of time it took for the machine to be functional was reasonable.
- D. The features and functions of the new machine are exactly what my business ordered.
50. Operator Training
- A. How satisfied are you with the operator training that was provided for your equipment?
- B. The scope and duration of operator training for our new equipment was adequate.
- C. Operator support materials (manuals, documentation, etc.) for our new equipment are easy to understand.
- D. Follow-up training needs for our new equipment have been quickly provided for.
SALES & MARKETING CATEGORIES
51. Literature
- A. How satisfied are you with the literature we provide to describe our products and services?
- B. Your literature is very easy to read and understand.
- C. I get enough literature to keep me well informed about the products you offer.
- D. Your literature is kept current and up to date.
52. Sales Performance
- A. How satisfied are you with the overall performance of our sales representatives?
- B. Your sales representatives thoroughly know and understand your products and services.
- C. Your sales representatives understand my business needs.
- D. Your sales representatives suggest solutions to improve our business.
53. Sales Performance
- A. How satisfied are you with the overall performance of our sales representatives?
- B. The coordination between your sales and service people is excellent.
- C. Your sales representative treats our account as a valued partner in business.
- D. I know who my sales representative is.
54. Sales Relationship
- A. How satisfied are you with your overall relationship with our sales representatives?
- B. Your sales representative takes initiative and is proactive in working with me.
- C. My sales representative responds to my inquiries promptly.
- D. Your sales rep is a trusted advisor for our business.
55. Sales Responsiveness
- A. How satisfied are you with our sales representative’s overall level of responsiveness?
- B. My sales representative is always attentive and responsive to my needs.
- C. My sales representative is accessible if I need assistance.
- D. I get the feeling my sales representative views my business as a priority.
56. Sales Performance
- A. How satisfied are you with the personal commitment of our sales representatives?
- B. Your sales representatives are pleasant, accommodating and treat me with respect.
- C. The frequency of meetings I have with your sales representatives is adequate to meet my needs.
- D. Your sales representatives keep their appointments and are prepared to discuss my needs.
57. Distributor Marketing Support
- A. How satisfied are you with our marketing support programmes?
- B. Your marketing support programmes are a major component of our overall business strategy.
- C. I have a clear understanding of the benefits we receive from your marketing support programmes.
- D. I have seen a marked improvement in company sponsored marketing support efforts.
58. Distributor Sales Support
- A. How satisfied are you with our overall sales support efforts?
- B. The sales materials you provide are creative and effective.
- C. Your account managers are important members of our sales team.
- D. I can count on your company when I need help in making a sale.
59. Website
- A. How satisfied are you with the design and functionality of our website?
- B. Your website is very informative and easy to use.
- C. Your website is the preferred route by which to receive product information.
- D. I routinely use your website to get information about your company or its products.
DISTRIBUTOR PERFORMANCE CATEGORIES
60. Distributor Performance
- A. How satisfied are you with the performance of our local (distributor/dealer/representative)?
- B. Your local (dealer) is a valuable resource for important product information.
- C. Your local (dealer) adds value to my selling efforts.
- D. Your local (dealer) carries adequate inventory of your products.
61. Manufacturer’s Sales Reps
- A. How satisfied are you with the knowledge of our manufacturer’s sales reps?
- B. Your manufacturer’s sales rep makes productive joint sales calls with end-users.
- C. Your manufacturer’s sales reps are empowered and responsive to my needs.
- D. Your manufacturer’s sales reps provide effective and accurate training on your products.
BRAND EQUITY CATEGORIES
62. Business Trust
- A. How satisfied are you that you can trust our company to look out for your interests, not just our own?
- B. Your company takes a collaborative approach to our business relationship.
- C. If a new business need arises in my company, I can count on you to do everything you can to help me meet it.
- D. My business relationship with your company is built on trust and respect.
63. Long-Term Partner
- A. How satisfied are you that you can rely on our company as a long-term business partner?
- B. When problems arise, your company puts more effort into finding solutions than in affixing blame.
- C. Your company’s search for solutions is driven by a spirit of collaboration.
- D. Your company views business relationships from a long-term perspective, not just as a short-term transaction.
64. Commitment
- A. How satisfied are you that our company is committed to helping you meet your business needs?
- B. Your company’s approach to business says that you are committed to generating “win-win” situations for both of us.
- C. My trust in your company and its products is an important reason why I buy from you.
- D. I view your company as a “go to” source for innovative solutions.
65. Industry Leadership
- A. How satisfied are you with our company, not just as a supplier, but as an industry leader?
- B. The quality of your products is an important reason we buy from you.
- C. Consistent product availability is an important reason why we buy from your company.
- D. My overall positive view of your brand is an important reason why we buy from your company.
66. Industry Leadership
- A. How satisfied are you with our company, not just as a supplier, but as an industry leader?
- B.Your company’s technical and market expertise is a major reason why I specify or purchase your products.
- C. Your company provides solutions which help me obtain more value for my company’s products in the marketplace.
- D. The updates you provide on trends in our industry is a major reason we buy from your company.
PROFESSIONAL SERVICE FIRM CATEGORIES
67. Relationship
- A. How satisfied are you in your dealings with our company as a business partner?
- B. Your company works as a team with our staff.
- C. I view your firm as a valued business advisor.
- D. Your company provides valuable ideas that help me increase profitability.
68. Business Practices
- A. How satisfied are you with the way we conduct business?
- B. Your company always shows an interest in me and my company.
- C. Your company takes initiative and is proactive in working with me.
- D. I can always count on your company to meet its promises and commitments.
69. Fees
- A. How satisfied are you with our fees?
- B. Your fees are fair and reasonable.
- C. Invoices from your company are complete and accurate.
- D. I am always made aware of and understand your fees before the work is done.
70. Quality of Services
- A. Overall, how satisfied are you with the quality of services provided by our company?
- B. When I think of quality business services, I think of your company first.
- C. I engage your firm because your services represent excellent value for the money.
- D. The service I receive from your firm is better than other (specify type) firms I have dealt with.
71. Professional Staff
- A. How satisfied are you with your interactions with our professional staff?
- B. The professional staff personnel I have contacted in your company are customer focused.
- C. I know that your professional staff is available to address my problems and concerns.
- D. I can always contact someone in your company who can make decisions that affect me.
72. Written Material
- A. How satisfied are you with our newsletters?
- B. Your newsletters give me useful information.
- C. I always read your newsletters and other literature.
- D. I generally save past issues of your newsletters to use as a reference source.
73. Responsiveness
- A. How satisfied are you with the responsiveness of our people?
- B. Your company is accessible when I need assistance.
- C. Commitments and deadlines are always met.
- D. Your company strives to understand my business and its needs.
74. Services Offered
- A. How satisfied are you with the range of services we provide?
- B. Your company provides valuable ideas that fully meet our needs.
- C. Your ability to address unusual needs is a major reason I engage your firm.
- D. I sometimes have to look to other sources because you don’t offer the services I need.
75. Service Value
- A. Overall, how satisfied are you with the value of our services?
- B. I engage your firm because your services represent excellent value for the money.
- C. When I think of quality business services, I think of your firm first.
- D. The service I receive from your firm is better than other professional service providers that I have dealt with.
76. Service Team
- A. How satisfied are you with the overall performance of our service team?
- B. Your service team is accessible when I need assistance.
- C. Your service team strives to understand my business and its needs.
- D. Your service team regularly suggests solutions to improve our business.
77. Information Resources
- A. How satisfied are you with the relevance and usefulness of our information resources?
- B. I always read your newsletters because they give me valuable information.
- C. I value the seminars and other educational offerings provided by your firm.
- D. I generally save your informational mailings to use as a reference source.
For examples of how to score surveys, how to report surveys, how to get high response rates for customer satisfaction surveys and hints for running post-survey workshops with your senior team, go to the Downloads page at http://www.infoquestcrm.co.uk/your-customers/
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