Updated: Oct 25, 2020
The Key Secret and 7 Crucial Client Survey Actions
It’s that time of year when client surveys are most popular. Successful business owners and leaders know the importance of gathering client feedback and input as well as the benefits: increased EBITDA, higher client retention, clear assessment of client risk, and identification of cross-selling opportunities.
There is also the difficulty many businesses face in 2020 and understanding the pandemic's impact on their customers’ business makes client surveys even more crucial. New questions added to Butler Street's survey recently were designed to capture the outlook on the relationship compared to pre-COVID levels.
Fast forward to after the survey is completed. You know how loyal your customers are and whether they believe their business with you will grow, be about the same, or decline. You now have feedback on what you can do to be a better partner!
To obtain valuable feedback from your clients and to maximize the ROI of a client survey, take these 7 crucial actions:
1. Refresh Client Data
People change, perhaps retire or move companies. New people get hired. The single most important factor in getting a good response rate on a client survey is starting with current, active contacts and making sure you have valid email addresses for them. Leverage the time to make sure the system is up to date, and you'll have a higher quality list to use for other communications too.
2. Request Feedback in the Upcoming Survey
By sending an introduction message before a survey is sent, it lets your client know their feedback is important to you and to be on the lookout for an email to respond to the survey. This makes it more likely for them to respond than if they just received an email with a link to take a survey and increases the response rate.
3. Respond to detractors within 24 hours
You'll want to thank everyone for taking the survey, and anyone who rates a 6 or below (a detractor) should be handled quickly.
Treat their feedback like gold bricks, develop action plans to solve, take action, and close the loop.