Strong QBRs are a game-changer for suppliers. When suppliers actively listen, act on feedback, track key metrics, and leverage technology, they significantly increase the likelihood of contract renewals. In fact, 66% of buyers are much more likely to renew with suppliers who consistently communicate results and demonstrate value. QBRs also open doors for deeper client engagement and positive perceptions, especially when they focus on clear actions and measurable outcomes.
While our research, The QBR Delusion, paints a worrying picture about the current state of QBRs, and the negative impact this is having on buyer-supplier relationships, it does also reveal huge opportunities for those organisations that are able to optimise their review processes to meet evolving client needs.
When buyers feel that suppliers have clear and strong processes around QBRs, they become far more engaged with the review process. For instance, over two thirds (68%) of buyers say that they are much more likely to leave feedback, NPS and CSAT scores if they feel it is clearly tracked and actioned by a supplier.
Crucially, the vast majority of buyers state they would definitely be more likely to buy from a supplier that consistently listens and acts on the feedback they’ve provided, regularly tracks feedback, scores and actions, and uses the latest tech solutions to improve their customer experience.
"Having the right tools in place to obtain and respond to client feedback, both inside and outside meetings, is game changing. We’re now able to gather hugely valuable, constructive feedback from stakeholders which we otherwise wouldn’t be able to access. We’re generating much deeper reach and engagement into client companies and that unlocks so many new opportunities."
"We see QBRs as a platform to present our absolute best. Review meetings are our big chance to showcase our skills, expertise and successes, and we do everything we can to maximise that opportunity.
Running high quality QBRs is a great way to engage and build perceptions of our business with senior client stakeholders, who often only hear about suppliers when things go wrong. They’re consistently seeing positive feedback about our team and our services, and this is opening doors to conversations with other parts of these businesses.
QBRs are always a work in progress and something that needs constant improvement and evolution. But we can see how by focusing on the quality of our QBRs and implementing new tools, processes and behaviours to enhance the way we manage meetings, we’re driving big improvements in NPS and stronger client relationships."
"What happens on the back of a QBR meeting is so important. You need clear minutes and actions and a robust process for following up actions. And you need to be able to measure and report back on the results that have come on the back of review meetings.
If you can clearly show customers how the conversations you’re having in QBRs are directly leading to tangible improvements and measurable business impact – whether that is a cost saving, a new way of doing something or a new strand of innovation – that is incredibly powerful. If clients can see that QBRs are worthwhile, you suddenly find that more stakeholders want to attend, to get involved in conversations, and to collaborate around new ideas and initiatives."
QBRs aren’t just meetings, they’re an opportunity to drive trust, showcase value, and strengthen long-term partnerships. Consistency, clarity, and a focus on action are key to transforming QBRs into meaningful business growth drivers. When suppliers get QBRs right, they don’t just retain clients—they build stronger, more strategic relationships.