From writing up our clients’ case studies, we’ve quietly been observing just how much client feedback can transform your business. As you’d expect, listening to your customers adds enormous positive value when you ask the right questions. So in today’s article, we’ll look at ways to seek feedback, what types of questions to ask and how to reap the benefits – there are at least nine ways to transform your business based on what you hear.
Ways to get client feedback
The best way to get client feedback is to add it into your existing processes and systems, making it an annual routine or after a specific project milestone. The tool you choose will influence how much feedback you get. What will work best for your business also depends on what you plan to do with the feedback (see our ideas below…) Your options are:
- Systemise the process – by adding an email template into your customer service routines to ask for feedback at the end of a phase or project. Do explain that you’re looking for positive testimonials and constructive ideas for improvements and ask a series of questions. Ensure the responses are recorded in your CRM (Customer Relationship Management) system for future reference.
- Make it a step in your customer support system – tools like Zendesk enable you to build in a feedback loop.
- Set up a survey tool – like TrustPilot, Typeform, Google Forms, or Survey Monkey – and integrate your questionnaire into a page on your website with a link to send out.
- Ask for more Google Reviews by sending the link to every client. (See our blog – how to get more Google Reviews)
- Send requests via LinkedIn for personal recommendations, writing a note to prompt them – such as “Thank you for working with me on XYZ; to help others find my ABC services, please would you write up your recommendation for me, (adding a specific question.)”
What questions work well when seeking feedback
If you’re working with us on a case study programme, we will custom-design a questionnaire to help you get rich feedback from your clients. However, using the tools above, you can still ask ‘good’ questions that will give you feedback that can transform your business.
A net promoter score will help you track your feedback over time, using the question, “how likely are you to recommend us? – out of ten.” You can also ask other quantitative questions to help you build score data, such as how would you rate each product or phase of the work, out of five or ten.
To get more qualitative feedback, where people share their opinions and comments more broadly, you’ll need to ask open questions, such as how did you feel about…? And what were your first impressions of the service…? Or how would you describe this to someone else… For a full analysis of the different types of survey questions you can use, read Hubspot’s survey questions guide.
Ways your client feedback can transform your business
Getting regular and rich feedback from your clients can transform your business in many ways. We’ve picked out the top nine which affect your operations, sales, marketing and people:
- Sales targeting – understanding your clients’ experience of the benefits you’ve delivered can give you new ideas about which markets to target. Your view of your ideal clients can shift, as your awareness of their needs deepens.
- Closing new deals – sharing your clients’ feedback in the form of in-depth case studies can help you convince new prospects to buy or sign up for your services.
- Customer service score data – this type of feedback can give you an indication of where operational changes are needed; you could celebrate with your team if scores are consistently high. Or you might need to introduce some training if they’re not.
- Process feedback – by asking about their experience, your client comments may give you constructive ideas about how to improve your process, change or speed up the service you deliver.
- Product launches – hearing your clients’ views can often trigger new ideas for support products or new services, creating new and valuable revenues for your business.
- Frequently asked questions – if your clients’ feedback shows that they need more information from you, you can build videos, fact sheets or website content to answer their questions. By offering information proactively, you’ll improve their experience.
- Blog content – the feedback your clients give can reveal fresh themes for your blog content. Sharing regular articles about your services can raise awareness and nurture new prospects along their buying journey. So whilst video is increasingly popular, there’s still value (both for search engine traffic and for building your reputation) in blogging.
- Tone of voice – getting your clients feedback will help you become more familiar with the language they use to describe your services. Whilst we always recommend that your tone of voice should reflect your company values, we also advocate listening to feedback to ensure you don’t alienate people by using unfamiliar words or jargon. This can inform and transform your copywriting style.
- Testimonials – producing bright, visual testimonial posts gives you a continuous source of social media posts. Our top tip for sharing them: DON’T start your post by saying how pleased you are to receive this feedback. Instead DO focus on the problem you solved, so that you trigger the ‘what’s in it for me’ response in your followers. As an example: “Our client was struggling with the number of apps they were using in their business and IT security was a worry on their mind. We were delighted to take over their IT support, helping them to integrate their systems and streamline the number of apps, ultimately saving them money and giving them peace of mind. And they had this feedback for us…”
Testimonials are such a useful source of feedback, so if you only do one thing, we recommend that you ask every client to write down their views. As outlined above, the key decisions you need to make are: when to ask and how to capture the feedback. By making it part of your process, you can ensure that listening to your clients has a lasting, positive impact on your business. And if you want to chat about this, you’re welcome to book a free call.