Here is a number worth pausing on: 0.80.
That is the coefficient of correlation between dealer communication scores and Net Promoter Scores in our B2B survey database. It is quite high, indicating that the impact of good or poor communication appears almost immediately.
For context, we see correlations between NPS and other measures of customer experience — but none as immediate and as direct as communication. With most drivers, it may take several experiences over months, during which the customer is not quite satisfied, before their NPS actually goes down. That is not true with poor communication. The customer impact is immediate.
Communication is not a soft skill or a finishing touch. It is one of the most measurable and important drivers of customer satisfaction. Good communication helps improve CX greatly. Poor communication takes it the other way.
The complete analysis, with recommendations for improving communication at your company, is available here: How Communication Drives Customer Experience and NPS →
The importance of communication is clear. What steps to take at your company to improve communication is a conversation worth having.
Lynn Daniel, Founder & CEO, The Daniel Group
Frequently Asked Questions
- How does dealer communication affect Net Promoter Score in B2B?
- In The Daniel Group's database of more than one million completed B2B customer surveys, dealer communication scores correlate with Net Promoter Score at 0.80 — with no time lag. This is unusually high. Unlike overall satisfaction, which erodes customer loyalty gradually over multiple experiences and months, the impact of poor communication on NPS is felt immediately.
- Why is communication the most important driver of B2B customer experience?
- Communication correlates with NPS at 0.80 in B2B survey data, higher and faster than any other CX driver The Daniel Group has measured. When communication is poor, customers notice right away — they don't need multiple bad experiences before their score drops. This makes communication one of the highest-return areas for CX investment, because improvement shows up in scores and retention faster than changes to product quality or pricing.
- What is a good Net Promoter Score for a B2B equipment dealer?
- In The Daniel Group's B2B dealer survey database spanning material handling, construction equipment, and related industries, NPS varies significantly based on communication quality and service consistency. Companies that score highly on communication consistently achieve higher NPS. Benchmarking your scores against similar dealer networks, rather than against B2C or cross-industry averages, gives the most actionable picture.