Are Your Clients Happy, Or Just Polite?
Starting a program
When deciding how many and which customers to use, remember the 80/20 rule: Focus on the 20% of clients that provide the most business. Then research the company’s relationship with the client, noting any potential points of contention.
Also, Meherg recommends open-ended questions that will draw meaningful responses from the client. Rather than asking “Are our employees responsive?” consider asking: “How do you define responsiveness? Using that definition, do our employees meet that definition?”
In the interview, look for non-verbal cues. Above all, listen. Be prepared for surprising answers, which may reflect erroneous assumptions about your company or its services. Even an unfounded criticism can provide important insight.
After the interview, assess the information collected, form a plan, and take action to address areas of concern. This is the most important step in improving client satisfaction.
“Don’t ask unless you’re willing to act,” Meherg says. “It’s far more damaging to seek client feedback, and do nothing, than not to ask for input at all.”
