B2B service customer satisfaction survey

When and how to send

Send within one to two weeks of project close. Attaching the form URL to your thank-you email is the most natural channel and typically yields a 70–80% response rate.

• Immediately after close: memories are fresh and feedback is specific
• One month later: emotions have settled for a calmer assessment
• Semi-annual review: combine with a renewal discussion

Response rates are higher when the PM sends the link personally. Stating "takes under 10 minutes" in the email also helps.

Reading the NPS and six-axis scores

Q1 (NPS) is the overall sentiment indicator. The B2B service industry average sits around +20 to +40; +50 or above is considered top-tier vendor territory.

Q2–Q6 (outcome, communication, schedule, proposal quality, and value) are each scored on a five-point scale. The lowest axis is almost always the barrier to contract renewal or referrals.

• Below 3.5 / 5: priority improvement area
• All axes at 4.0 or above: prime moment for upselling and referral requests
• Only Q6 (value) is low → check Q8 (free-text) to determine whether it is a pricing issue or a failure to communicate value

Using renewal and referral intent

Read Q9 (renewal intent) and Q10 (referral intent) together with NPS rather than in isolation.

• Promoter × "Definitely renew" × "Actively refer" → top upsell candidates
• Detractor × "Undecided on renewal" → CS intervention within 72 hours; use Q8 to build an action plan
• Q10 stuck at "If someone asks" → timing for referral incentives or case-study co-creation

Referral-sourced leads cost one-fifth to one-tenth of typical acquisition. Companies selecting "Actively refer" in Q10 should be added to a sales referral list for follow-up within six months.

Detractor follow-up process

When an NPS 0–6 response arrives, a CS or sales lead should follow up within 72 hours. Even if Q2 (free-text) is blank, you can build a hypothesis from the low-score axes in Q2–Q6.

Follow-up template:

1. "Thank you for your candid feedback. I would like to address the [XX] concern specifically."

2. Present an improvement plan → recover the relationship with a smaller follow-on project

3. Re-survey after three months to track score changes

Prompt, genuine outreach recovers detractors more often than teams expect.

Using AI analysis in Repoan

Once you have 20 or more responses, run AI report analysis.

• Q7 (what worked) and Q8 (requested improvements) are auto-classified into themes and can be used as evidence in client meetings or internal improvement reviews
• Segment by industry, company size, or contract value to surface patterns such as "SI clients and consulting clients value entirely different axes"

Exporting a monthly executive summary as a PDF and sharing it with leadership is a sustainable reporting rhythm.