Getting A Read On Clients

Knowing how a client feels about the service they receive is critical to maintaining that relationship. There have been cases where the account executive has asked a client how satisfied they were with how the account was being handled and received good feedback only to have the client pull the account later without warning.

The account executive may have made a common mistake. While they started off doing the right thing by soliciting feedback, they had fallen down in the way they had asked.

There are two keys to getting feedback from clients. First, you need to ask for feedback on the right dimensions. And second, you have to ask in a way that really tells you how they feel.

What you ask about

There is certainly some value in asking clients how they feel about the recent sales performance of their product or service, or the effectiveness of a recent campaign - this is obviously an important issue. By asking how they feel about the effectiveness of a recent campaign, you’re able to bring issues to the surface you were unaware of and you might be able to provide additional context and perspective.

Ultimately, however, sales performance is beyond your control - far better to then move on and also ask about something that you can actually influence, such as the advice/strategy you are providing today or the communication clients have received.

How you ask

The next step is asking in a way that gives you an accurate reading. The problem is that most people are polite, don’t want to hurt your feelings and want to avoid conflict. Asking clients if you have done a good job of communicating over the past will often get you a “sure”, a response that’s not all that helpful in getting a sense of where you really stand and may in fact mask real unhappiness.

Similarly, asking clients after a meeting how they feel about revised marketing strategies will often get you a “fine”, again not terribly edifying. Consider instead asking clients to give you a report card from 1 to 10. At the conclusion of a meeting (or if that’s not possible, a phone call), one way to do this is to say: “I wonder if I could take a minute to get some feedback on the communication you have received from me over the past few weeks. How would you rate the contact you have received from me on a scale from 1 to 10, where 1 is low and 10 is high?”

Or after you have met to revise a client’s advertising plan, say “Now that we have made these changes, how comfortable do you feel with your new strategy on a scale from 1 to 10, with 1 being low and 10 being high.”

Few clients will give you a score that they see as a failing grade, but some who feel a little uncertain might give you a 5, 6 or 7, thinking that is an acceptable score that won’t hurt your feelings. In reality, if the response is 7 or below, clients are telling you they’re not all that happy. You need to follow up with them by learning more. So you could say “Tell me, what aspects of your plan still leave you uncomfortable?” or ” What kind of changes would you like to see to the communication you get from me over the next few weeks?”

If, on the other hand, you get an 8, 9 or 10, then you can move on with the confidence that you are in fairly good shape with this client.

Even if you get a great score, consider one final question that can yield eye-opening results.

That question: “What one thing could I do in the period ahead to improve your experience working with me and my team?” Having asked that question, sit back and allow the client to fill the silence that follows - you might be surprised by what you hear.

One final note. Not every client is consistent and rational. Just because someone has given you a grade of 8 or 9 does not mean a friend won’t tell them about an agency whose approach moved the sales needle and then they switch agencies.
Those kinds of events are beyond our control. What we need to focus on are the things we can influence - such as asking clients for feedback on the right dimensions and in a way that gets them to tell us how they really feel.

For those of you who are not in account service, remember that everyone is your client and use this approach with your co-workers and managers to know where you stand with them.

Have I told you how much I appreciate you? I do!