As I was recently browsing the Internet I came across a survey, and it seemed to be a serious one. I was going to ignore it and shut down my computer, but then I decided to do an additional click. I couldn’t have imagined what happened next, but I won’t forget so easily.

This post is about Business-to-Business feedback and B2B customer satisfaction surveys, which are slightly different to consumer satisfaction surveys, although many of the same principles apply. The feedback from business customers is often of higher value, due to the more valuable relationship between businesses. Business customers are harder to replace if lost and therefore it is essential for every business to look after their business partners and to understand the relationship.