Most business owners we talk to would love to know that their clients really thought about them. Many are nervous to ask. Not because they are worried about what they might be told, but there’s no easy way to introduce the subject into a ‘business as usual’ conversation.
An idea way to find out what a customer really thinks about you and your business is to ask a third party to talk to them, either face-to-face or over the telephone. This becomes a totally legitimate exercise when it is constructed as a client feedback or client project.
Face-to-face -v- telephone interviews. Which is better?
The short answer is that face-to-face is better. Across the table the interviewer gets a much better feel for the responses because all of the communication elements are open to interpretation, not just the voice. The interviewer is better able to know when to dig deeper into an answer and those extra questions an dialogue often yield the piece of information that the client considers a ‘nugget’ and provides a real opportunity to develop and deepen the existing relationship.
Face-to-face interviews are more expensive and they take longer to undertake. The value and location of the client is often a determining factor. The increasing use of online meeting platforms allows for a best of both worlds solution.
The benefits of eliciting client feedback from a third party are numerous and include:
- A demonstration that a client is important to your business and that you value their opinion of the service you provide.
- An opportunity to show client care is important by tweaking your service in response to feedback received.
- An opportunity to have asked questions that you would like answers to which you would never be able to ask yourself.
- Independent comments about the service provided by your business that can be used in marketing materials such as case studies.
- Projects are most useful where the interaction between the supplier and the customer is an ongoing relationship rather than a transaction (where online feedback platforms might be more appropriate).
If there is information that you would like from your clients so that you can improve your service to them, talk to us about creating a feedback project to show that your business is listening.