Most companies that serve other companies solicit feedback, often in the form of quarterly or semiannual satisfaction surveys.

The Net Promoter System in a B2B setting also solicits feedback from customers. But that’s where the similarity to conventional methodologies ends. This system’s twin goals are to foster customer engagement and build strong client relationships. It isn’t so much a survey method as a means of facilitating relationship-enhancing conversations. It helps sales reps and account managers get involved in solving customers’ problems. It shows marketers and product designers and service engineers ways to make the customer’s experience better. The feedback it provides is continuous: It offers granular insights into what is troubling or delighting any given customer at any given time.

In this short episode of the Net Promoter System Podcast, Rob Markey discusses how the system can facilitate relationship-enhancing conversations.

Learn more: Get Real Feedback from Your B2B Customers