A few years ago, a customer shared feedback after working with one of our teams about how easy and reassuring the experience felt. What the client didn’t see was the collaboration happening internally. Team members supporting one another, sharing knowledge, and working together to make things right.
That’s where the real customer experience began. And it all started with a quick phone call.
What seemed like a small interaction became something much bigger. The client felt heard, supported, and confident that they had the right partner by their side. That’s the thing about customer experience. It often starts with the smallest moments.
Why verbatim customer feedback matters in B2B customer experience.
On International Literacy Day, we celebrate the ability to read, write, and understand information. In today’s business world, however, literacy means something more: the ability to interpret data, understand behaviour, and turn insight into action.
For customer experience (CX) professionals, this raises an important question: Are we truly listening to what our customers are telling us?
Organizations today have access to vast amounts of customer data. Metrics such as Customer Satisfaction (CSAT), Net Promoter Score (NPS), and retention rates provide valuable indicators of performance. They tell us what is happening.
But they rarely tell us why.
That’s where verbatim feedback comes in.
What is verbatim feedback?
Verbatim feedback is the open-text feedback customers provide in surveys, interviews, and interactions. Unlike numerical scores, it allows customers to explain their experiences in their own words.
At Deep-Insight, we refer to this as the “WHY data” because it provides the context behind customer ratings and behaviours.
A customer giving a satisfaction score of 4 (out of 7) might be frustrated by a recent service issue, disappointed with communication, or questioning the overall value of the relationship. The score alone can’t tell you which. The customer’s comments can.
There is no denying that the workplace has changed dramatically over the past few years. International Youth Day is a good reminder that not only big events such as pandemics shape our work environments but also that younger generations are reshaping what people expect from work.
For many young professionals today, having a job is about more than just earning a salary. They want to work for organizations that feel authentic, offer flexibility, and provide opportunities to learn, develop, and grow. While pay and benefits remain important, they are no longer the only factors influencing employee satisfaction and loyalty.
Many younger employees also place a greater emphasis on wellbeing, diversity, sustainability, and having a sense of purpose in their work. Workplace culture matters more than ever, and people are paying close attention to how organizations treat their employees—not just what they say publicly.
As Millennials and Gen Z continue to make up a larger proportion of the workforce, organizations are being challenged to rethink traditional approaches to employee engagement. Expectations are evolving quickly, and assumptions about what employees want are no longer enough.
The question for employers is simple: Do we really understand what matters most to our people?
This is where listening becomes critical.
At Deep-Insight, we believe that understanding employee experience starts with measuring it. Our Employee Relationship Quality (ERQ) methodology helps organizations gain a clearer picture of the relationship between employees and employers by measuring key areas such as trust, engagement, communication, leadership, and overall workplace experience. We also thrive to understand things that are crucial in todays workplace such as work life balance.
These insights help organizations identify what younger employees value most and where improvements are needed. Whether it’s creating more flexibility, strengthening communication, supporting wellbeing, or providing clearer career development opportunities, understanding employee expectations is becoming increasingly important for attracting and retaining talent.
The best workplaces are not built on assumptions. They are built on listening, understanding, and acting on employee feedback.
This International Youth Day, organizations have an opportunity to reflect on an important question:
Are we creating a workplace where the next generation wants to stay, contribute, and build their careers?
The answer starts by listening.
Learn more about Deep-Insight’s Employee Relationship Quality (ERQ) methodology and how employee feedback can help create a stronger, more engaged workforce.
How Deep-Insight is Tranforming CX Delivery
We’d love to hear from you – your inputs fuel our progress.
Get in touch for a demo or a conversation about your CX goals—and let’s shape the future of B2B customer experience together.
Fabienne Falvay
Product Manager
At Deep-Insight, our CRQ methodology helps organizations turn customer feedback into clear direction and smarter decisions. Because every great journey starts with understanding. Get in touch with us to learn more.
