When we ask about client satisfaction we nearly always receive a range of responses. Most companies have a good ‘feel’ for how satisfied their clients are, but all too often it’s based upon ‘gut feel’.
When asked how many of their clients would refer their company / products to others, the responses become some-what vague with few being able to produce ‘evidence’ by way of testimonials or hard measures. Perhaps we don’t know how to, or we’re afraid of gathering feedback that we didn’t expect, but the value to a company is clear. Tracking client satisfaction is a key indicator of business performance and future prospects for growth.
- Ask for feedback straight after you deliver products / service
When the experience of dealing with you is fresh in your clients mind you’ll get the most relevant feedback. If it’s too difficult to ask after each transaction with a client, you should consider a quarterly or annual survey. - Consider your audience
Whether you make contact by phone, web or personal visit will largely be determined by the frequency and type of contact you have with your client base. If you only have a small number of clients conducting surveys by phone or in-person may be best. - Keep the survey to no more than 8 questions
Don’t overwhelm them! Ensure your questions balance satisfaction and loyalty. - Take Action
Be clear about what you plan to do with the results and what actions you plan to take, and get on with it! As a minimum you should thank them for their time. - Gather testimonials
One if the most powerful sales tools a company can have is client testimonials. Use the satisfaction questionnaire as a way of gathering this valuable feedback. Include a comments box and a means of gaining permission to use the testimonials provided.
