What’s Changing in Business Research? The Biggest Shifts in 2024

Every year, Ideba digs into what drives customer satisfaction, deal wins, and losses. The trends tell us a lot about what businesses are getting right and where they’re falling short.

In 2023, customers valued expertise, client service, and strong project management. In 2024, it was all about partnership, product capabilities, and established processes. But one thing didn’t change: responsiveness still makes or breaks the client experience. So, what was different in 2024? Let’s break it down.

What’s Keeping Customers Happy?

Looking at both Customer Satisfaction (CSAT) and Voice of Customer (VOC) research, efficiency and strong partnerships stand out.

• CSAT: In 2023, customers praised expertise and service. In 2024, they valued partnership mentality and established processes.
• VOC: In 2023, satisfaction came from professionalism and efficiency gains. In 2024, it was all about expertise, collaboration, and clear communication.

The key takeaway? Customers want proactive, well-managed relationships that save them time and effort.

What’s Frustrating Customers?

In 2023, complaints focused on delays and inconsistent service. In 2024, dissatisfaction shifted toward usability issues, communication gaps, and ineffective issue resolution.

• CSAT: In 2024, the biggest pain points include confusing products and problems not getting fixed fast enough.
• VOC: Transparency is a growing concern. Customers are frustrated by product complexity and missed deadlines.

The lesson? Companies need to be clearer, faster, and more user-friendly… or they risk losing trust.

Why Are Businesses Winning (or Losing) Deals?

The buying process is evolving. In 2023, deals were won based on product features and partnerships. In 2024, buyers were prioritizing seamless integration and strong sales engagement. However, some factors remain constant: reputation and trust continue to be key decision drivers, and competitive, flexible pricing is just as important now as it was in 2023.

On the flip side, companies were losing deals for new reasons:

• 2023: Poor sales experience, pricing concerns, communication challenges, and misalignment.
• 2024: Cost worries, ineffective sales processes, lack of organizational fit, and struggles with change management.

What’s the big shift? Buyers want smooth onboarding, transparent pricing, and confidence that change will be easy.

What This Means for 2025

Here’s what stands out from last year’s research:

✔️ Responsiveness is non-negotiable. Customers expect quick, attentive service… every time.

✔️ Partnerships and efficiency are key. Being a vendor isn’t enough; companies need to be trusted allies.

✔️ Clear communication builds trust. Transparency and proactive engagement keep customers happy.

✔️ The buying process is changing. Integration, pricing flexibility, and strong sales experience matter more than ever.

As businesses adapt to these shifts, one thing is clear: those that prioritize efficiency, partnership, and trust will come out ahead.

What trends are you seeing in your own customer relationships? Drop your thoughts into the comments!

Jenna Eisenberg – Research Manager