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B-to-B-Research – new challenges and how to deal with them

Dr. Dietmar Puppendahl, Ipsos Loyalty, in planung & analyse international market research, 02/2013

Most of the common research in the b-to-b environment is concerned with customer satisfaction. Typically, these kinds of survey based research projects have a more strategic character. Within these surveys customers are most commonly asked for their evaluation of any potential touch point between the customer and the supplier. Usually, such an evaluation will summarize a number of experiences with any given touch point during a certain period of time. However, while the strategic insight of such a survey is not questionable, the operational insights lack precision as it is usually impossible to give specific recommendations on how to overcome flaws and shortcomings regarding the supplier’s products, services and customer-related processes.