Measuring Satisfaction Levels among Exporters and Commercial Bankers

Client

A major player in the financial services ecosystem

Objective

The client sought to evaluate its Net Promoter Score (NPS) and overall satisfaction levels among commercial banking clients and exporters. With a growing base of B2B relationships across industries and geographies, the client recognized the need to assess customer experience across key service dimensions and identify gaps in brand delivery using B2B service metrics.

The client commissioned this study to:

• Map the satisfaction levels and loyalty drivers among exporters and commercial bankers across India

• Benchmark the brand’s NPS relative to industry expectations through a structured client feedback survey

• Understand performance across core service areas, including:

  • Product relevance

  • Quality of service rendered

  • Cost competitiveness

  • Claim settlement efficiency

  • Procedural transparency

• Identify actionable GAP areas between customer expectations and brand performance across export industry touchpoints

The insights would ultimately inform CX (customer experience) improvements, policy changes, and stakeholder engagement strategies, forming the backbone of a CX upgrade strategy.

Methodology

Research Approach:
CATI – Computer-Aided Telephonic Interviews, conducted in multiple regional dialects to ensure respondent comfort and clarity.

Execution Strategy:
• 30 trained tele-callers were deployed across 12 regional centers to manage outreach and interviews
• Test design included only those exporters and commercial bankers currently engaged with the client, ensuring relevant and experience-backed responses for accurate B2B engagement metrics
• Interviews were conducted using a structured script tailored to business users for improved user sentiment mapping

Sample Size:
• 1,500 respondents across India

Respondent Profile:
• Decision-makers in export houses
• Relationship managers and commercial bankers interacting with the brand on B2B services

Key Findings

1. Satisfaction Scoring by Touchpoint
   • Overall satisfaction varied by zone and vertical, with southern and western regions reporting higher service reliability
   • Product relevance and availability were generally well-rated, though customization requests were often unmet - highlighting key business service feedback themes

2. NPS Benchmarking
   • NPS scores were moderate - indicating more promoters than detractors, but also a sizable neutral segment
   • Detractors often cited delays in claim settlement and a lack of proactive communication during escalations, showing gaps in claim processing review and service efficiency tools

3. Service Evaluation Themes
   • Service quality was inconsistent - some clients praised responsiveness, while others flagged procedural delays
   • Exporters emphasized the need for streamlined documentation and digital claim processes, revealing common documentation pain points
   • Procedural rigidity was a recurring complaint, particularly among mid-sized exporters - informing a deeper workflow assessment study

4. Cost and Value Perception
   • While pricing was largely deemed fair, customers expected greater value through bundled services or loyalty-based incentives
   • Perceived ROI was higher among clients who had access to a relationship manager - suggesting strong potential for relationship depth mapping and value perception mapping

Business Implications

• Customer Experience Recalibration

  • Invest in service-level harmonization across geographies and business units using actionable experience design insights

  • Enable real-time tracking of service requests and claim statuses for higher transparency and trust, supporting trust-building initiatives and a robust brand trust index

• Relationship Management Enhancement

  • Strengthen the presence of dedicated account managers for mid-tier clients

  • Introduce periodic CX health checks and experience management tactics to track satisfaction before renewal or escalation stages

• Process Optimization

  • Simplify procedural requirements using digital documentation and self-service tools, based on a tested workflow simplification model

  • Reduce turnaround times on claims, particularly for frequent claimants or time-sensitive exports - supporting process turnaround tracking

• Strategic NPS Monitoring

  • Create an NPS dashboard by zone and vertical to drive accountability using a customized feedback scoring model

  • Align internal KPIs for relationship teams with NPS growth and issue resolution metrics, guided by insight-led decisions

Conclusion

This study empowered the client with a data-backed customer satisfaction map covering product utility, service efficiency, and procedural clarity across key B2B customer groups. With precise customer gap analysis and service perception trends now visible, the brand is better positioned to:

• Enhance customer loyalty through smarter service design and loyalty score tracking
• Prioritize investment in customer-centric processes and loyalty improvement tools
• Improve its NPS and build stronger, long-term partnerships in the export customer priorities and commercial user journey domains

Looking to enhance B2B satisfaction and benchmark NPS in financial services?

Let Market Xcel help you uncover deep B2B banking insights, financial partner feedback, and trade service experience data. Contact us to leverage our research-led CX frameworks to power better business decisions through effective operational audit reports and strategic service mapping.