Introduction
While the goal of your customer experience program (CX) is:
It's important to keep in mind that these are lagging metrics — the glory of 'banging on the pipe'.
But the leading metrics? The hard graft inputs that create all that glory?
- Improve response rates
- Maximize coverage
- Close the loop with Detractors
- Activate Promoters
And all the other underappreciated and unseen hard work that goes into building the most successful businesses in the world.
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There's a reason that each year we celebrate companies with high responses, closed-loop rates, engaged employees, and maximum coverage. It's the secret sauce behind a revenue-growth-driving experience program.
Let's break down some of those core leading metrics.
4 Leading B2B Experience Metrics to Focus on in 2025
In the iceberg image above, it's quite clear that there's a lot that goes into building a successful program with revenue opportunities.
In our recent webinar, we deep-dived a few more of them.
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Everything we do at CustomerGauge comes back to revenue: how can we help our customers grow?
With that in mind, these four are particularly important to focus on:
1. Improve Response Rates
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The more B2B customer feedback you collect the more “in the know” you are and the more action you can take. Just imagine for a second if you treated all non-respondents as NPS Detractors (Fred Reichheld recommends this). Your score would look very different:
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That paints a much more realistic and worrying picture of your account health.
Follow up with non-responses and especially ensure you have responses from stakeholders across different hierarchy levels. Not just the user.
📖 Further reading: How to improve response rates
📖 Further reading: Survey multiple contacts, multiple times per year. Here's why.
2. Maximize Coverage
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You want feedback signals from every single one of your customers. The more of your revenue base is covered, the more revenue you can rescue or grow.
Top tip: You should start with getting responses from your largest accounts first, then work your way down the list until 100% of your revenue base is covered.
📖 Further reading: Absence of signal, the hidden churn indicator
3. Close the loop with Detractors
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You wouldn’t walk away from a friend offering you advice. So, why would you ignore a customer?
Top tip: For the best results on retention, close the loop with Detractors within 48 hours.
📖 Further reading: Closed-loop feedback best practices & original data
4. Activate Promoters
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So you’ve got all these Promoters now, wahoo! Now what? We recommend that you activate them. Get with your sales or success teams and work out a plan to take advantage of your happiest customers.
Upsell opportunities lie at the intersection of small revenue Promoter accounts that have large revenue potential.
📖 Further reading: Learn how to identify upsell opportunities with Net Promoter
📖 Further reading: B2B referral marketing guide
We hope these tips help. Plenty more where they came from!