Retain Clients with Tailored Engagement Surveys
Gathering and utilizing customer feedback should always be a highly prioritized part of a company’s commercial strategy. Finding new clients is great, but retaining and growing existing accounts is what really solidifies your reputation in the market and ensures a steady pipeline of work.
I recommend starting by looking at the typical customer journey for your products or services and finding key touchpoints along that journey to make sure you can identify issues before they become bigger problems. If you aren’t sure where to start, a basic customer engagement survey run at regular intervals is an excellent first step. Include some benchmarkable questions like Net Promoter Score (NPS), Customer Effort Score (CES), and Customer Satisfaction Score (CSAT) so that you can compare yourself to others in your industry, but also add in some extra questions tailored to your specific customer and use case.
Sometimes there are issues going on with your clients that you aren’t aware of because contacts don’t know how to escalate or who to raise complaints to. They can be more likely to raise problems around specific personnel issues if they’re answering an anonymous survey than if you are speaking in a more formal setting. I’ve seen examples of this in some of the larger organizations I’ve worked with, and they were then able to enact changes in staffing that they would not have otherwise known were even an issue. Sometimes that’s all it can take to keep or lose an account, to have a loyal customer or a vocal detractor.
Check out the full article at GritDaily