Fear that costs millions
At first glance, it seems simple: pick up the phone and ask the customer what suits them and what they would like to see changed.
Yet in the B2B environment, very few companies actually do this. Why?
According to Bain & Company, 80% of companies believe they provide an exceptional customer experience, but only 8% of customers agree. This gap clearly shows that company management often operates on assumptions – yet they are afraid to do the simplest thing: ask customers directly.
Why companies are afraid to call customers
In our experience, concerns usually revolve around four main reasons:
- Fear of rejection “We’ll be
bothering them.” – A common argument for not calling customers. In reality, most customers appreciate being asked for their opinion. - Fear of criticism
Companies fear they will hear things they won’t like. Yet criticism is precisely what is most valuable – it reveals what is holding back growth. - Lack of time
Managers and salespeople have packed diaries, and calls with customers get pushed aside. The result is that decisions are made based on gut feeling, not data. - The misconception that the salesperson can handle
it The salesperson has a role – to sell. But the customer rarely opens up enough to share honest feedback.
What is the reality for customers
Customers buy machines, technology and services, but in reality they are concerned with more than just performance or price.
- They want the assurance that production won’t come to a standstill.
- They need a partner who can advise them when something goes wrong.
- They appreciate a quick response when the situation changes.
Without a direct conversation, you won’t uncover these motivations. Marketing then relies on assumptions, and salespeople prolong the cycle because they argue points that the customer isn’t interested in at all.
How in-depth interviews help
In-depth interviews are a simple but effective tool:
- 10 interviews will reveal 80% of key insights.
- They last only 10–15 minutes and get straight to the heart of the matter.
- They help you understand the real motivations, objections and decision-making process.
When interviews are conducted by an independent third party, customers speak much more openly. They’ll even say things they’d never tell your sales representative – and that’s where the greatest value lies.
Case study: lighting manufacturer
A lighting manufacturer was convinced that its main competitive advantage was product quality. However, in-depth interviews revealed that customers were primarily concerned with communication during delivery delays. This was the issue that was complicating their operations. Armed with this
knowledge, the company adjusted its customer notification process – and within six months, both satisfaction levels and the number of repeat orders increased.
How we help them
At AITOM Digital, we conduct in-depth interviews systematically. We know how to ask questions in a way that encourages customers to speak openly, ensuring you receive clear, concrete insights:
- what customers value,
- what bothers them,
- what would persuade them to make a quicker decision.
We then translate the results into recommendations that you can use in marketing, sales and when building a new business strategy.
Summary for CEOs and business owners
- Companies are often afraid to call customers – and so miss out on key information.
- Yet it is precisely these conversations that reveal why customers hesitate and what would convince them.
- An independent third party can uncover the facts you can build on.
How to get started
Watch our webinar, 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.
AITOM Digital helps B2B manufacturing and industrial companies build strategies based on facts, not assumptions.