SERVICE

Collecting feedback is easy. Acting on it is not.

Most B2B companies have been measuring NPS or CSAT for years, but rarely call back detractors and almost never ask promoters for a referral. We build a survey architecture with solid response rates, a closed action pipeline and reporting that actually matters in your leadership meeting.

Book a feedback conversation Take the Maturity Scan first

What you get

01
Survey architecture NPS, CSAT and CES at the right moments
02
Response rate above 25% Timing and channel choice that makes the score meaningful
03
Action pipeline Every detractor and promoter receives follow-up

The observation

Feedback data accumulates, but nothing is done with it.

Almost every B2B organisation has set up something with NPS or CSAT at some point. It is still running, but nobody looks at it anymore. Or it runs and nobody calls the detractors back. Feedback without follow-up damages trust, and is worse than no feedback at all. We turn it into a closed loop, connected to the health score in your customer success programme.

Survey bombardment

Three tools measure in fragmented ways, clients receive a request every month. Response rate drops below 10 per cent and scores become unusable.

Score without context

NPS is 32, so what? No segmentation by customer tier, product line or stage. The number alone does not tell you where to act.

Detractor without follow-up

A customer gives a 4 with open text. Nothing happens. Three months later that customer has churned, and no one saw it coming.

Promoter without the ask

A customer gives a 10. They are never asked for a referral, case study or testimonial. Pipeline opportunity is on the table, stays on the table.

Approach

Four phases to a feedback system that acts, then a quarterly cycle.

We set up the architecture, timing and action pipeline in six weeks. After that, the quarterly cadence of reporting and adjusting continues, with direct translation into churn prevention for red-zone detractors.

01 Phase 01

Audit and cleanup

Which surveys are currently running, at what frequency, to which segments. Which channels are no longer read, which tools do duplicate work. Clean up first, then rebuild.

Wat je krijgt Survey inventory, clean-up plan and response rate baseline

02 Phase 02

Architecture and timing

NPS twice a year at relationship level, CSAT after every significant touchpoint, CES on execution. The right question, the right channel and the right cadence at each moment. No overlap.

Wat je krijgt Survey architecture, timing calendar and channel matrix

03 Phase 03

Build the action pipeline

Detractor flow: ticket to CS lead, call-back SLA, root cause logging. Promoter flow: referral ask, case study invitation, advocacy list. No response without a path.

Wat je krijgt Action workflows, call-back template and advocacy route

04 Phase 04

Reporting and cadence

Closed-loop report per quarter: scores per segment, root causes, actions taken, referrals won. Live in the leadership meeting. VoC themes fed back to Product and Marketing as input.

Wat je krijgt Closed-loop report, leadership presentation and VoC feedback route

Who builds it with you

Two hands on your feedback loop.

You work with Kim and Carsten from the first session. Kim designs the survey architecture and the closed-loop format. Carsten builds the detractor and promoter workflows in HubSpot, connected to your CRM architecture so scores land at account level.

Kim Loonen

Consultant & online marketeer

Designs the survey architecture, selects questions and timing, writes the closed-loop reporting format. Returns for the quarterly cadence.
Carsten Huiskamp

Consultant & online marketeer

Builds the detractor and promoter workflows in HubSpot. Sets up reporting and connects VoC data to account records and health score.

Case · B2B mid-market

From survey bombardment to response rate from 9 to 28% and a working action pipeline

A B2B SaaS organisation was running three overlapping surveys. Clients received something every month, response rate dropped below 10 per cent and scores became unusable. Detractors were not called back, promoters were not asked for referrals.

In six weeks we reduced the surveys to two, with better timing and shorter questionnaires. A detractor workflow with call-back SLA was built, along with a promoter flow with advocacy route. The closed-loop report landed in the leadership meeting for the first time, shared with the wider service steering group. Response rate rose from 9 to 28 per cent, NPS now has meaning at portfolio level.

What clients usually ask.

Honest answers to questions we hear before every NPS and CSAT engagement.

What is a healthy NPS for B2B?

Above 30 is good, above 50 is excellent, below zero is a warning. But the absolute value is less interesting than the trend and the segmentation. An NPS of 25 that is rising is better than an NPS of 40 that is falling.

How often should you contact a customer?

Relationship NPS twice a year. CSAT only after touchpoints that are worth it (closed ticket, successful onboarding milestone, post-implementation). Avoid overlap with other departments that also survey.

How long does the engagement take?

Six weeks for set-up and rollout. After that a quarterly cadence. For organisations that also survey across multiple product lines, phase 2 may take a little longer as we want separate questions per line.

What does it cost?

Custom per situation. Depends on the scope (architecture only, or also action pipeline and closed-loop reporting) and the number of segments. Many clients include this in a RevOps-as-a-Service retainer where strategy and execution come together. Book a conversation and we will put together a proposal for your situation.

Can we do this ourselves?

Setting up the survey is certainly possible in-house. The action pipeline and closed-loop reporting is usually the part that gets stuck internally. That is also where the real value lies. We deliver it in six weeks, after which your team can take over the cadence, optionally with a layer of customer support automation on top for routine follow-up actions.

Do you work with HubSpot Surveys or a separate tool?

The tools in HubSpot Service Hub for NPS and CSAT are sufficient for most B2B cases. For more extensive VoC programmes we combine with Typeform, Qualtrics or Delighted, connected to HubSpot for the action pipeline.

Ready to get started?

Ready to turn feedback into action?

Book a conversation. We review your current surveys, response rates and follow-up routes. You then get an honest scope and a working loop in six weeks.