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Client satisfaction surveys - the new way to win more business.

How do you demonstrate, not merely state that ‘you care the most about your clients’ or ‘you have the best people, products, services etc’? What actions do you take that sets your business apart from your competitors and gives them a reason to continue buying from you?

Organisations invest small fortunes in entertaining their clients, creating expensive promotions to lure them to buy in the belief that this will lead to greater client satisfaction. Some take the trouble to ask their key clients ‘how is our service’, although even fewer are brave enough to feedback how others responded!

Yet there are a small, but growing number of companies that have discovered the rich rewards in conducting effective client satisfaction surveys, here’s what they do…

Avoid subjective selection of client lists

The minute you mention that you plan to conduct a satisfaction survey, you’ll be inundated with reasons why x,y,z customer should be excluded! Strive to make the list making process as objective as possible. Start with revenue rankings, last ordered or some other statistically relevant selection criteria to compile your list. Ensure that you take a balanced selection across industry sectors, market segment, client type etc so you can draw statistically relevant results.

Remember internal clients

The process will be closely monitored by people throughout the organisation. Conducting such a survey represents a significant investment in time and resources; you’re stating to the world that client relationships matter. So, take the time to communicate the process, from beginning to end, to all of your internal audiences. No only will this help achieve buy-in, but it also sends a powerful message about the role of marketing in identifying ways to improve client satisfaction.

Craft your questions carefully

The questionnaire is a chance for internal customers to be heard, they’ll have important perspectives about what’s important to clients. Involve them in the process of devising the questionnaire, perhaps through a representative committee.

Gently promote your full range of services

The questions you ask are a powerful way of ensuring the client has a broader understanding of the products and services you offer. So, educate them! Include a section where they have to check boxes, from list of services / products they have bought. Finish with an open ended question; “What other services would you consider using us for”.

In the hands of the right consultant, your questionnaire will easily unearth many rich selling opportunities.

Follow up

You need to ensure that you get a statistically reliable result and that clients are prepared to answer the questions. Get you sales people to speak to them in advance, tell them their opinion is valued and prepare the ground for a 20-30 minute ‘1:1 over the phone’. Use your consultant to conduct the phone calls; respondents are more likely to rant to a sympathetic third party listener.

Finally, ensure your results are meaningful. Draw conclusions, take action and communicate the results. Send a thank-you letter, produce a brochure. If the results are good, use it to gain exposure and PR " if they’re not, learn from the experience and improve!

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