Can you use client care surveys to drive the bottom line? – Part 1
Published 08/07/2016
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We think the simple answer is yes. But allow us to elaborate.

What do you associate with client care surveys?

Time? Money? Back patting? Criticism?

It can be some or all of those things. However, depending on your approach and that of your consultant, it should be set to deliver a whole lot more.

Get back to basics:
We always put our clients first and believe they should drive the working relationship. It’s about client then solution, rather than solution then client.

We also always ask clients key questions in order to deliver exactly what they want. Why commission this piece of work? What do you want to find out? What are you looking to deliver? What are your objectives?

Yet are you ever asked if it’s about growing your bottom line? This is fundamental to our approach. If not, we think this is a missed opportunity – and it doesn’t need to add to your project cost, or compromise the integrity of the project.

Your objectives:
Broadly speaking, there are several key areas of interest for a business when conducting a client care survey:

– Client/customer service:
Most businesses want to understand how they are performing in terms of client/customer service levels. This is often addressed by responsiveness, proactivity and day-to-day interaction, be it on the telephone, face-to-face, or via e-mail.

– Quality of service provided:
This element focuses on the level of the actual service you provide. For example, with a law firm, this would be the quality of the legal advice and how it helped the business. For a venue, it could focus on the delivery of the event. A transport provider would perhaps focus on the user experience. And so on, depending upon your business sector and client/customer audience.

Both of the above can be benchmarked on a year-on-year basis, using a variety of tools and techniques. The data can be cross-referenced against pre-agreed targets and KPIs.

If you are starting out on this road, the initial stage is using this approach to develop your ‘start’ or ‘benchmark’ point.

– Evaluation:
This is around developing a top level understanding of what could be improved and what you are currently good at.

What are the benefits of this approach?

There are several benefits:
- Engagement
Any project of this type illustrates to your client/customer base that you value their thoughts and opinions.

It also demonstrates that you have a commitment to developing and enhancing the client/customer experience.

- Opportunity
The process gives you the scope to change things that aren’t working and to share successes with your teams on what they are doing well.

However, there are other ways to ensure you are really maximising your project investment, which we will look at next week when we discuss using client-care service to drive your bottom line.
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