Creating an exceptional customer experience isn’t just for B2C brands. In the B2B world, where relationships often span years and millions of dollars, CX is just as critical—if not more so.
Yet, many B2B companies still struggle to measure the effectiveness of their customer experience efforts or uncover what matters most to their customers.
This case study breaks down a real-life example of how a B2B organization used custom market research to better understand and enhance their customer experience strategy.
You’ll see how a well-executed survey with Drive Research uncovered strengths, exposed key opportunities, and set the foundation for smarter decision-making.
A B2B company in the health and wellness space reached out to our CX market research company with a clear goal: better understand their existing customers.
They were already performing well in the market, but wanted clarity around five major areas:
They had a customer list of loyal buyers with a wide range of order histories and relationships with sales reps. Rather than guessing what kept these clients coming back (or what might push them away), they opted for a custom-designed survey to get answers.
💡 In our experience, these types of surveys are especially useful for B2B companies who have strong relationships but lack formal feedback loops. A solid CX study brings voice-of-customer insights directly into strategic planning.
We recommended a comprehensive customer survey approach. Our team handled everything from start to finish, including survey design, programming, data collection, and reporting.
Here’s what the process looked like:
We kicked off the project with a strategy session to identify specific areas the client wanted to explore. This included:
The survey was programmed as a 10–15 minute online questionnaire and distributed to the customer list via email. We included:
The survey included a mix of question types—rating scales, ranking, open text fields, and interactive tools—to keep participants engaged while gathering robust data.
Despite the niche B2B focus, the results exceeded expectations:
142 total responses, collected over three weeks.
With the data collected, we segmented responses across key subgroups to better understand patterns:
Our final deliverables included:
The feedback painted a clear picture of what the company was doing right and where they could improve.
Customers spoke positively and consistently about their experience. Many reported long-term partnerships, with words like “easy,” “consistent,” and “trusted” coming up often in open-ended responses.
Specific strengths included:
Plus, NPS scores and other customer satisfaction metrics showed that most customers would not only recommend the brand, but were already doing so.
Of course, no experience is perfect. The feedback offered clear areas for growth.
Customers pointed to a few pain points, which were especially critical in B2B settings where efficiency and margins matter:
To help the client prioritize, we used a performance vs. importance matrix, highlighting where expectations were highest and performance lowest. This revealed actionable focus areas that could significantly move the needle on loyalty.
Too often, B2B companies rely on anecdotal feedback or assumptions from sales teams. While those inputs matter, formal customer experience research adds the structure and objectivity needed to make real improvements.
This case study is a clear example of how listening directly to customers (even just once a year) can:
Interested in conducting a similar customer experience study for your organization? Our team specializes in custom B2B market research that delivers clear, actionable insights. Reach out today to learn how we can support your goals.
