If you’re on a go-to-market team in B2B, you know the drill: everyone talks about “being customer-centric,” but actually collecting and using customer feedback is a slog. Spreadsheets, scattered surveys, siloed data—none of it scales, and most of it’s ignored. You want real signals, not noise. That’s where Delighted comes in, but it’s not magic. Let’s get real about how it actually helps, when it falls short, and how to make it work for your team.
Why Most B2B Feedback Collection Fails (and Why It Matters)
Before we get into tools, let’s talk about the problem. In B2B, you’re not just selling to one person—you’re dealing with buying committees, multiple users, and long sales cycles. Getting honest feedback is tough because:
- Feedback is scattered: Sales has one set of notes, Customer Success has another, support tickets live somewhere else.
- Surveys get ignored: People are busy. Long forms get deleted, especially if you send them at the wrong time.
- It’s hard to act on: Even if you get responses, nobody knows what to do with them. They end up in a deck, then forgotten.
But if you don’t have a real pulse on your customers, you’ll miss churn signals, lose upsell opportunities, and build stuff nobody wants. So, the stakes are real.
What Delighted Actually Does for B2B Teams
At its core, Delighted is a tool for collecting, organizing, and acting on customer feedback. Unlike generic survey tools, it focuses on fast, simple feedback—think Net Promoter Score (NPS), Customer Satisfaction (CSAT), and Customer Effort Score (CES). Here’s what that means in practice:
- Lightweight, single-question surveys: You’re not blasting your customers with 20 questions. You get right to the point.
- Automated sending: Surveys go out automatically based on triggers (like after onboarding, renewal, or support tickets).
- Easy integrations: Delighted plugs into tools you already use—Salesforce, Hubspot, Slack, and more.
- Real-time dashboards: Everyone gets a live view of feedback, making it harder for issues to slip through the cracks.
Is it a silver bullet? No. But it’s a lot less painful than wrangling Google Forms or waiting on quarterly “voice of the customer” reports.
Setting Up Delighted for B2B Go-To-Market Teams: Step-by-Step
Here’s how to get Delighted working for you, not the other way around.
1. Figure Out What You Actually Want to Know
Don’t just send an NPS survey because everyone else does. Ask yourself:
- Are you trying to spot churn risks?
- Do you want to know if onboarding is confusing?
- Is your sales process too pushy or too slow?
Pick 1-2 goals. If you try to do everything at once, you’ll get noise.
Pro Tip: For B2B, segment by account, role, or lifecycle stage. Feedback from a new end user isn’t the same as feedback from a decision maker.
2. Set Up Triggers (and Don’t Overdo It)
Delighted lets you automate survey sends—after a support interaction, a closed deal, or some milestone. Automation is great, but if you overdo it, you’ll annoy people and tank your response rate.
- Start with one trigger: For example, send an onboarding survey 14 days after an account goes live.
- Watch response rates: If people stop responding, you’re sending too often (or at the wrong times).
- Test and tweak: Move the timing, change the question, try a different contact.
3. Integrate with Your Existing Stack
No tool is an island. Delighted plays nice with a bunch of other tools—CRMs, help desks, chat, Slack, etc.
- Sync responses to your CRM: This lets Sales and Success see feedback in context, not in some forgotten dashboard.
- Push alerts to Slack or Teams: Get real-time notifications for promoters (good for morale) and detractors (good for fixing issues fast).
- Don’t get integration-happy: Pick the two or three integrations that actually drive action. More isn’t better.
4. Get the Right People Looking at the Data
If feedback lives in a silo, it’s useless. Set up dashboards or reports that go to the people who can actually do something.
- Sales: See feedback before renewal or upsell calls.
- Customer Success: Spot accounts that are unhappy (or raving fans who’ll give you referrals).
- Product: Identify feature requests or recurring pain points.
What to ignore: Don’t bother with fancy PowerPoint exports or monthly “insights” emails nobody reads. Focus on making feedback visible where work actually happens.
5. Actually Act on the Feedback
Here’s where most teams fall down. Collecting feedback is easy—doing something about it is hard.
- Follow up with detractors: If someone gives you a bad score, reach out. Even a quick “Sorry, what happened?” goes a long way.
- Share wins: When you get a great comment, share it with the team. It keeps morale up.
- Track changes over time: Don’t chase every blip, but watch for trends—if onboarding scores drop, something’s up.
Be honest: You won’t fix everything, and that’s fine. Pick the battles that move the needle.
What Works, What Doesn’t, and What to Skip
Let’s cut through the marketing speak. Here’s what Delighted gets right—and where it can fall short.
What Works
- Simplicity: The surveys are short, so people actually fill them out.
- Automation: You don’t need to remember to send surveys.
- Integrations: Getting feedback into the tools you already use cuts down on busywork.
- Account-level insights: For B2B, seeing scores and comments by account (not just individual) is a lifesaver.
What Doesn’t
- Complex surveys: If you want to run 10-question, branched surveys, Delighted isn’t built for that.
- Deep analytics: You’ll get trends and basic filtering, but if you want advanced text analysis or custom dashboards, you'll need to export the data and do it elsewhere.
- Free tier limits: The free plan is fine for testing, but you’ll hit limits fast (especially if you want integrations).
What to Skip
- Survey fatigue: Don’t set up a trigger for every customer touchpoint. Less is more.
- Trying to capture every detail: Keep it simple. Ask one question, maybe two. The more you ask, the less you get.
Pro Tips for B2B Feedback Success
- Time your surveys: Don’t send NPS at random. Tie it to key events—like after onboarding, after a quarterly business review, or post-support ticket.
- Personalize where you can: A little context in your message goes a long way (“Thanks for being with us for a year!” beats “Dear valued customer”).
- Close the loop: Always follow up on negative feedback. Most teams don’t, so you’ll stand out.
- Share feedback internally: Don’t hoard the good stuff. Make it a habit to share customer comments with the whole team.
Keep It Simple, Iterate, and Don’t Overthink It
Here’s the bottom line: Tools like Delighted can make B2B customer feedback a lot less painful. But no tool will fix a broken process or make people care. Start simple. Pick one or two moments that matter, send short surveys, and actually read the feedback. Tweak as you go. You don’t need a massive “voice of the customer” program to get real value—just a bit of discipline and a willingness to act.
Don’t let perfect be the enemy of good. Get started, keep it light, and build from there.