Why companies underestimate feedback
Every B2B company claims to know its customers. Yet, according to Bain & Company, 80% of companies believe they provide an excellent customer experience, but only 8% of customers agree. That is a huge gap between management’s perception and market reality.
One reason this gap arises is the way companies collect feedback. Most often, it is their salespeople who do this. But a customer conversation and a sales meeting are not the same thing.
Why a sales representative isn’t the right person
Salespeople are a key part of the company – their job is to close deals, build relationships and generate revenue. But when they are asked to conduct an in-depth interview, problems arise:
- They filter information
A sales representative primarily hears what will help close the deal. They subconsciously suppress or downplay negative feedback. - The customer isn’t being honest
Telling a salesperson that you have a problem with quality or service isn’t pleasant. Customers often avoid open criticism so as not to damage the relationship. - Lack of time
Salespeople are under pressure to meet targets. Instead of asking deeper questions, they aim for a quick result. The conversation then slips into superficial answers. - Defence instead of listening
When a customer mentions a problem, the salesperson tends to explain or defend it immediately. But this closes the door to further valuable information.
What an independent agency brings
An independent third party enters the conversation without sales targets. Their role is not to sell, but to understand. This makes a fundamental difference:
- Customer openness – clients speak more honestly because they are not worried that their criticism will affect the business relationship.
- Objectivity – the researcher records even negative information that a salesperson might overlook.
- Systematic approach – the agency prepares a standardised set of questions and analyses the results, so you get a comprehensive picture, not just individual impressions.
- Practical conclusions – the outputs are not just a list of quotes, but specific recommendations that you can use in marketing, sales and development.
Case study: a component manufacturer
A Czech component manufacturer was convinced that its competitive advantage lay in price. Sales staff confirmed this hypothesis because they had heard it from customers during meetings. However, when we conducted independent interviews, it turned out that the main criteria were supply stability and flexibility with urgent orders.
As a result, the company changed its sales pitch and marketing strategy. Instead of cutting prices, it began to emphasise guaranteed supply. This led to an increase in demand and greater customer loyalty.
Why it pays to invest in independent interviews
According to McKinsey, companies that regularly involve customers in innovation and decision-making have a 60% higher success rate for new products and services. This shows that an independent perspective is not only useful but also financially rewarding.
The investment in interviews is minimal compared to the cost of a failed product or a poorly designed website. A single day of interviews can save a company millions.
Summary for CEOs and business owners
- Interviews conducted by salespeople are often biased and incomplete.
- An independent agency ensures openness, objectivity and systematic data processing.
- This gives you the facts on which to build your sales and marketing strategy.
How to get started
Watch our webinar on YouTube, where we explore this topic in depth and show specific real-world examples: Webinar recording on YouTube.
And if you want to find out what your customers are really saying – get in touch with us.
AITOM Digital helps B2B manufacturing and industrial companies build strategies based on facts, not assumptions.