How to use firm-wide client surveys effectively
Firm-wide client surveys work best when complimented with asking for feedback on a direct and regular basis.
Firm-wide client surveys are a great measure of your firm's performance from a client opinion and client perception point of view. They offer a confidential medium for clients to provide feedback that can be used by management to enhance internal procedures and methods that are focused on improving performance and quality.
They're also good for several other reasons, among them are: They help you flag possible problem areas and clients; they keep you improving your services and products (your clients will always tell you where you should be next); they tell you what your clients value and what they are willing to buy; and they provide you with data to demonstrate how satisfied your clients are.
But - is that enough?
Despite all these important value propositions, are they enough to help you understand how you specifically are doing in serving your clients? I don't think they are. Here's how you can support your firm's client survey initiatives and augment your own findings at the same time:
1. If your firm already conducts a formal client survey (or is going to implement one), you can supplement the effort by doing two things: Reaching out to your clients and asking them to watch out for the communication about the survey; and encouraging them to complete it.
2. Get into the habit of asking for feedback on a regular basis - while you're serving the client. Tips on how to do that are provided in <title of blog post>. When you ask directly and regularly, this ongoing dialogue builds trust and loyalty because clients feel heard and appreciated. It also has the power to insulate you from the impact of a mistake, if you make one. Mistakes are inevitable. However, if you have maintained a dialogue and therefore developed a degree of trust with your clients, there is much more tolerance for mistakes. In fact, it is a human trait to be even more supportive of trusted advisors when they own up to their mistakes and do whatever is necessary to correct them.
Don't fall into the trap of complacency with a firm-wide survey. Get involved and make it personal.
I wish you good business success.
Client-Centric Selling with the Agreement Based SalesTM Program and the LEAP Adult LearningTM System