B2B or B2C feedback. What are the Differences?

It’s a question we get asked a lot:

How is collecting feedback and reviews from customers and clients different between Business-to-Business (B2B) and Business-to-Customer (B2C)?

It is also a common misconception that feedback platforms, reviews and ratings are only applicable to B2C businesses and it is not as relevant in B2B.

In this blog article we look at both B2B and B2C and dis-spell the myths surrounding customer/client feedback.

Businesses are People

B2B normally use the word “Clients” and B2C usually say “Customers”, but lets just remember that whatever we call it, EVERY business does business with PEOPLE!

And that is the crux of getting feedback for you business. Every sector. Every geography. Public or Private. Industry, Products, Services, Manufacturing. The only thing that matters is the PEOPLE.

So what are the different approaches?

Same really as you are still dealing with ‘people’. Key thing to remember is: Its not the business giving you feedback it is the people within those businesses. The principles are the same for both B2B and B2C.

The distinction is more in the value of what you sell:

  • Are you dealing low value / high volume: e.g: Coffee shops / Cafe’s / Sandwich Bar / Parts & Accessories etc.
  • Or are you high value / low volume: e.g.: Car Sales / Estate Agent / Luxury Items etc.

So, we have established it does not matter who you sell too (B2B or B2C), the more important aspect is what you sell.

Low Value / High Volume Business?

If you are a “low value / high volume” type business then consider the following:

  • Make it super simple for people to provide you with instant feedback.
  • Don’t ask any questions or difficult surveys, just let them give you their comments.
  • Feedback & reviews needs to be obtainable across every channel: mobile, text message, email etc.
  • As you have a higher volume of customers you need to be able to manage your incoming feedback easily, so you don’t lose track of it and can respond to every message you receive.

A quick example: If you are a coffee shop, your customers will not be interested in answering time-consuming surveys or questions just for a £2.50 coffee they have bought on the way to work. Have customised business cards ready or even print your feedback links onto a take-away coffee cup so people know how to give you feedback when they walk out.

High Value / Low Volume Business?

If you are a “high value / low volume” type business then these points will be more relevant:

  • Longer surveys might be more applicable so you can capture the details you need from your higher value customers but be careful that you don’t make them too long and complicated or you won’t get any responses [see this article for more details].
  • Follow-up every feedback response as quickly as you can. Action any concerns they have and maybe ask them more questions to focus in on the detail.
  • Now is also a good time to ask them to give you a testimonial that you can use in your future marketing material.

Originally published at feedbackhub.co.uk.