client feedback program

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Darcie Davis - All Rights Reserved Conducting your own Eight-Step Program. Presented by Darcie Davis Marketing and Management Consultant www.DarcieDavis.pro Capturing Client Feedback

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There are two effective ways to understand how satisfied your clients or customers are with the service your company provides: 1) hire an outside professional with a focus on customer satisfaction or, 2) administer a client feedback program yourselves. This slideshow provides everything you will need to know and do to prepare, capture and respond to customer satisfaction interviews.

TRANSCRIPT

Page 1: Client Feedback Program

Darcie Davis - All Rights Reserved

Conducting your own

Eight-Step Program.

Presented by Darcie Davis

Marketing and Management Consultant

www.DarcieDavis.pro

Capturing Client Feedback

Page 2: Client Feedback Program

Darcie Davis - All Rights Reserved

a.k.a.keeping your clients

out of the jaws of the competition

Page 3: Client Feedback Program

Darcie Davis - All Rights Reserved

Engaging clients in a strategic dialogue to use their opinions to develop more business and

make other improvements

Page 4: Client Feedback Program

Darcie Davis - All Rights Reserved

The Importance of Their Feedback

• New sales

• Marketing messages

• Client service improvements

• Market image and position

• Identify red flags

• Identify or validate new opportunities

Page 5: Client Feedback Program

Darcie Davis - All Rights Reserved

Step #1: Who should do this?

1. External, objective, trained, third party consultant

2. Internal “third party”

a. Managing executive +

b. CMO +

c. COO +

d. Two who benefit most

Page 6: Client Feedback Program

Darcie Davis - All Rights Reserved

Step #2: Prepare for Mining

• Select types of clients to be interviewed

Mostprofits

Knownproblem

s

MostPotenti

al?

Page 7: Client Feedback Program

Darcie Davis - All Rights Reserved

Step #3: Pick Your Numbers

• Select the number of clients to be interviewed

Be realistic about your time. How many clients can you interview? Do not allow starts and stops to happen.

Page 8: Client Feedback Program

Darcie Davis - All Rights Reserved

Step #4: Logistics

• Notify clients• Book and schedule interviews • Set a deadline for completion• Public accountability• Assign nag duty• Stay the course!

Page 9: Client Feedback Program

Darcie Davis - All Rights Reserved

Step #5: Develop Effective Questions

• Build comfort level• Mostly open-ended• Some can offer a scale from 1 to 5• Prepare for an interactive conversation,

not an interrogation• Plan your time and know what you

absolutely must find out

Page 10: Client Feedback Program

Darcie Davis - All Rights Reserved

What do you want to know?

• Buying motives

• Experience with firm

• Recommendations

• Continuance of service

• Firm image and market position

• Your special concerns or objectives

Page 11: Client Feedback Program

Darcie Davis - All Rights Reserved

Buying Motives

• Criteria used for selection• Who else did they talk to• What did they like about

the others• What - specifically -

locked in their decision

Page 12: Client Feedback Program

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Experience with Your

Firm

• What are your firm’s strengths

• Where does your firm need improvement

• Have clients had surprises or disappointments

• Does your firm understand them

• What could make it easier to work with your firm

Page 13: Client Feedback Program

Darcie Davis - All Rights Reserved

Firm Image and Market

Position

• Who are your competitors• Why them• How do you compare• What should you watch out

for• How would they describe

your firm• If you were to roll out new

services…

Page 14: Client Feedback Program

Darcie Davis - All Rights Reserved

Will They Recommend

• Confidence level in recommending

• Why recommend• Capture positive

testimonials• Permission to use as

reference

Page 15: Client Feedback Program

Darcie Davis - All Rights Reserved

Loyalty • What’s the likelihood of continuing your service

• What does your firm have to do to stay or get in their best graces

• Is there anything that may go wrong in the relationship ahead

Page 16: Client Feedback Program

Darcie Davis - All Rights Reserved

Special Concerns

• New marketing messages/taglines

• New services or markets• Creativity, communications,

responsiveness, etc• Goals/needs of client• How to stay in touch• Where clients network• Client special interests

Page 17: Client Feedback Program

Darcie Davis - All Rights Reserved

Step #6: Conduct Interviews• Know your questions• Re-confirm interview times• Explain your purpose• Document ALL of the

dialogue

Page 18: Client Feedback Program

Darcie Davis - All Rights Reserved

Step #7: Analyze What You Heard

• Look for themes: good and not so good• Look for and capture every action item• Look for opportunities for follow up• Capture all good things said about your

people and let them know• What are the implications?

Page 19: Client Feedback Program

Darcie Davis - All Rights Reserved

Step #8: Response Program• Develop a plan that will strategically

inform all others in your firm • Get ALL others in the firm engaged in a

Response Program • Include deadlines and responsibilities

for actions• Assign a credible nag and expect

accountability from everyone• Be creative about letting ALL clients

know about the changes

Page 20: Client Feedback Program

Darcie Davis - All Rights Reserved

What’s Next?

• Get ready to be busy

• Continually review Response Program to keep it active

• Get ready for pushback from some of your colleagues

Page 21: Client Feedback Program

Darcie Davis - All Rights Reserved

What’s Also Next?

• It’s wise to initiate an employee feedback program as well

• Compare the findings to feedback gathered from clients

• Keep pushing for improvements• Stay the course!• Call the bank

Page 22: Client Feedback Program

Darcie Davis - All Rights Reserved

Good luck!

Darcie Davis

www.DarcieDavis.pro

Helping you keep your clients

out of the jaws of the competition.