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customer satisfactionSuccessful companies understand the value of their existing customers – whether that business is B2C, B2B or B2G – they understand that satisfied customers are more likely to remain loyal, renew contracts, expand services, share positive feedback and recommend them to others.

This is especially true in the public sector. With large multi-million and even billion-dollar contracts on the line, it’s imperative to have a deep understanding of your customer’s satisfaction level, ensuring that small hiccups do not become larger problems that lead to non-renewal or non-consideration.

How can contractors avoid an unpleasant surprise?

In addition to keeping a close eye on their CPARS ratings, they can access a variety of research tools to help them understand and increase their customer satisfaction. Below are three ideas about what type of research is working:

  1. Keeping Your Customer: Create a Customer, or Contract, Satisfaction Program

It’s important to get regular, honest feedback from your clients about their satisfaction levels. Measuring customer satisfaction is about more than surveying your clients; it’s about acting immediately on the feedback you get. A customer satisfaction program can help you correct any issues before they become irreparable, and help win the recompete. The key is using third-party research, which is more likely to uncover unbiased information that you can act on. Multiple satisfied customers can add up to a satisfied contract.

Read our client case study: “Importance of Customer Satisfaction Research”

  1. Understanding and Meeting Your Customer’s Needs: Insights to Support Customer Strategy

Getting needs met — that is perhaps the most basic indicator of a happy customer. Successful contractors do not guess what those needs are; they ask. In fact, through market opportunity assessments, we often find that what the customer needs and wants may not be  completely aligned with our client’s expectations. Highly successful contractors use this intelligence to reframe or reposition their offers. The more educated you are about the market you serve, the better equipped you are to respond to customer needs.

  1. Build Relationships: Become a Trusted Advisor

According to the 2019 Content Marketing Study, public sector audiences, and especially federal audiences are hungry for information from their industry partners. Research reports and white papers were among the top three valuable types of content for federal audiences and data and research to support that content was most valuable feature. To build a stronger relationship with your public sector customer, become a trusted advisor. Highly successful federal contractors invest in research-based thought leadership. This gives them a platform to discuss market trends and establish their expertise while showcasing their understanding of customer concerns and pain points, which ultimately strengthens relationships.

Read a customer Q&A on the value of thought leadership research.


Even the largest of states rarely serve a population one-tenth the size of the entire United States. Similarly, state budgets are a fraction the size and scope of the country as a whole. The overall budget for the U.S. Department of Health and Human Services, alone, rivals that of many mid-size cities. Therefore, it is not surprising that state and local decision-makers do not have the same resources as their federal counterparts when it comes to the procurement of IT products, services and emerging technologies.

With fewer dollars to spend and fewer people to serve, state and local staffing levels are smaller with greater responsibilities and decisions, laying at the feet of a narrow group of individuals. With fewer colleagues to rely on for research and information, state and local IT decision-makers seek outside resources for education. According to the 2019 Content Marketing Review: Federal & Beyond, nearly half of state and local IT decision-makers admitted the source they relied on the most are industry contractors/vendors (47 percent). They look towards their vendors and suppliers to help them educate, validate and communicate with their stakeholders.

The quote, “with great power, comes great responsibility,” sums up the importance of a vendor’s role for state and local customers. As a vendor serving the state and local market, you have a responsibility to make your content as relevant as possible to these decision-makers. Market Connections’ recent study compared state and local decision-makers with their counterparts at the federal level and identified some key elements that should be incorporated in your state and local government content marketing strategy:

Educate and Explain

State and local buyers are not only thirsty for information, they want it to help explain it in a way both they, and other non-technical colleagues, can understand. Research reports and white papers are the top two ways to get information delivered to state and local audiences whether it’s describing new products, services or emerging technologies. However, over one-quarter also value case studies and marketing collateral, content often rich with descriptions of practical applications, that can explain in clear terms the specifications and benefits of certain products, services and technologies.

While they are thirsting for information, keep in mind how much time you expect them to dedicate to your collateral. While they value written content, the state and local audience is less willing to spend time with this type of content compared to videos and podcasts (only up to 15 minutes with white papers and case studies.) If you are describing something completely new, or very involved and complex, consider webinars, podcasts and videos as long-format content to educate, as the study shows they are willing to spend more time with these content formats (up to 30 minutes or more.)

Validate and Justify

State and local decision-makers are often the sole primary technical consultant within a larger agency of program staff. They need to justify their decisions with materials that clearly explain a certain viewpoint and provide all the background necessary for a clear path forward. Past performance examples and product specifications should be embedded within the description of any service or technology. These informative stories help validate the decision to less technical individuals and justify the vendor selection.

Your content will have legs, so you must treat it as if it will speak to everyone, technical and non-technical. Over half of state and local respondents we surveyed admitted to sharing content electronically with colleagues, supervisors and teams, one-quarter printed it to share with colleagues and one-quarter shared it via LinkedIn or other social media. Among key reasons for sharing included that it confirms their opinion or viewpoint. Too much language that sounds “salesy” in nature is likely to reflect negatively on your customer and not give them the foundation they need.

Final Thoughts

Public sector marketers often need to create content that will serve multiple purposes for this unique audience. First and foremost, this audience is looking at you not only as a vendor, but as a partner helping them support their constituencies. Your content should be short, concise and easy to understand for non-technical audiences, since your target audience may look to use your content to help them educate their colleagues, supervisors and teams and provide validation for their decision to purchase your products and services.

This audience is also open to different ways of content delivery. State and local government customers are more willing than many customers to leverage video and podcasts to help understand the issues and tell their stories. An effective content marketing strategy on the state and local side includes larger doses of video and audio than many of the other traditional public sector verticals.

Learn more about the preferences of state and local audiences or to compare this audience with their federal counterparts, download the 2019 Content Marketing Review: Federal & Beyond full report and infographics.