What is Your Client/Customer Approval Rating?

“Wow, I was so impressed by their service!  I absolutely recommend their business…” are the words that every employer dreams of.

Many times, employers only think about surveying their employees for their opinions on organizational culture, benefits, morale, management and other terms and conditions of employment.  But have you ever surveyed your clients or customers?  Do you think that just because your clients and customers are continuing to do business with you that they are truly satisfied with your performance as a manager or the performance of the company as a whole?  You’ll never know until you ask.

When you enter into a relationship with a new client or customer, there should be checkpoints established whereby both parties can assess the status of the project, proactively identify any challenges and agree on solutions, and recognize accomplishments.  Whether these checkpoints are every week, every month or once a year depends on the complexity of the project. 

In many cases, there will be feedback provisions built into the contract.  For example, there may be a provision that states that your company will not be paid unless and until a particular goal or deadline is met.  If you receive payment, it is very likely that the client or customer was satisfied with your work.  But, be careful about making assumptions.

In today’s competitive environment, you should also be inquiring into more specific, day-to-day interactions that can sometimes make or break a professional relationship.  For example, how long does it take for you or your company to respond to a client’s phone call?  Is the client able to reach you directly or do they get caught up in your company’s automated telephone response system or hung up on by the receptionist?   How quickly are problems resolved and are they monitored to prevent further complications?   And, just as important, do you or does anyone from your company offer a sincere apology for any delays, inconveniences, or mistakes or do you just make excuses or simply fix the problem without any follow-up?

In addition to monitoring these issues, you may also want to consider sending your client a request to complete a quick, online survey that incorporates day-to-day interactions and other topics.  Just make certain that the survey goes to individuals who are actively involved in the project and that you follow up with any issues noted in the client’s feedback in a prompt manner.

Checking in with your clients and customers goes a long way to making them feel valued and understood, as well as improves the professional relationship, such that when there is a problem, it is more likely to be resolved in an amicable manner.

This article should not be construed as legal advice.