Knowledge
CX knowledge from practice, not from textbooks.
Articles, guides and definitions on customer satisfaction and loyalty in B2B. Based on what we see in the programmes we run for our customers.
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FeaturedCX Strategy
Retention as a Service (RaaS): Why we sell kept customers, not software [2026]
You cannot buy retention with a licence. Half of all purchased SaaS seats are never used, and an NPS dashboard has never saved an account. Here is what Retention as a Service (RaaS) means, how it differs from classic SaaS, and the four-question test that separates real shared accountability from a new sticker on the same model.
8 min read
Voice of Customer
Voice of Customer Across Business Units: Keeping VoC Consistent in a Decentralized B2B Organization [2026]
A group NPS can hold steady while every business unit gets worse. This guide shows how to run voice of customer across business units: what the group should fix, what the units should own, and how to weight the roll-up so the loudest unit does not write the story.
11 min readUpdated
Survey Design
B2B Survey Sampling With a Small n: How Many Responses Do You Actually Need?
How many responses does a B2B survey need when you only have 40 to 100 accounts? The answer is smaller than 384, but the margin of error is the easy part. The hard part is the accounts that never answered.
10 min readUpdated
CX Strategy
CX Governance: Who Owns Customer Experience in a B2B Organization? [2026]
Most B2B companies never decide who owns customer experience, so it defaults to whoever has the loudest voice when a renewal is at risk. Here is what a governance model that actually holds looks like, including who owns what an AI agent says to your customers.
13 min readUpdated
AI & CX
AI Text Analytics for Customer Feedback: From Verbatims to Prioritized Action
Most B2B teams buy AI text analytics to save analyst hours. The real return comes from something different: routing high-value, high-urgency feedback to the right owner in hours, not weeks.
11 min readUpdated
CX Strategy
eNPS and Customer Experience: Why Employee Loyalty Sets the Ceiling on Your CX [2026]
In B2B, a handful of named account managers and support engineers are the relationship. Their engagement sets a ceiling on the experience your customers can have. eNPS is the cheapest early warning for that ceiling, if you stop reading it as a company-wide vanity number.
11 min readUpdated
Last updated:
- How to Do a Customer Analysis: Step-by-Step Guide [2026]How do you do a customer analysis in practice? A step-by-step guide to data sources, quantitative and qualitative analysis, segmentation, and turning insight into action.10 min read
- How to Use CX Benchmark Data to Strengthen Your Strategy: A 6-Step GuideSpecifically, a practical, step-by-step guide to turning global CX benchmark data into concrete improvements in your company's CX programme.10 min read
- NPS Survey Templates: 10 Tested Question FormulationsThe standard NPS question works. However, tailoring the wording to context lifts response rates by 10-20%. Ten ready-to-use templates, each with segment-specific follow-ups.12 min read
- Analyzing Open-Ended Responses: From Free Text to Actionable InsightMost organisations collect open-ended feedback but never extract real value from it. Therefore, here is the approach we recommend for turning free text into prioritised, actionable insight.9 min read
Tools
Run the numbers on your own situation
- CX ScoreTen questions place your CX work on a five-level maturity model and show the two steps that move the needle most.Open
- ROI calculatorWhat does low customer satisfaction cost you today, and what is an improvement worth?Open
- Do it yourself or partner?Forms, spreadsheets or a partner. An honest comparison of when each one pays off.Open
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