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There are two effective ways to understand how satisfied your clients or customers are with the service your company provides: 1) hire an outside professional with a focus on customer satisfaction or, 2) administer a client feedback program yourselves. This slideshow provides everything you will need to know and do to prepare, capture and respond to customer satisfaction interviews.
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Darcie Davis - All Rights Reserved
Conducting your own
Eight-Step Program.
Presented by Darcie Davis
Marketing and Management Consultant
www.DarcieDavis.pro
Capturing Client Feedback
Darcie Davis - All Rights Reserved
a.k.a.keeping your clients
out of the jaws of the competition
Darcie Davis - All Rights Reserved
Engaging clients in a strategic dialogue to use their opinions to develop more business and
make other improvements
Darcie Davis - All Rights Reserved
The Importance of Their Feedback
• New sales
• Marketing messages
• Client service improvements
• Market image and position
• Identify red flags
• Identify or validate new opportunities
Darcie Davis - All Rights Reserved
Step #1: Who should do this?
1. External, objective, trained, third party consultant
2. Internal “third party”
a. Managing executive +
b. CMO +
c. COO +
d. Two who benefit most
Darcie Davis - All Rights Reserved
Step #2: Prepare for Mining
• Select types of clients to be interviewed
Mostprofits
Knownproblem
s
MostPotenti
al?
Darcie Davis - All Rights Reserved
Step #3: Pick Your Numbers
• Select the number of clients to be interviewed
Be realistic about your time. How many clients can you interview? Do not allow starts and stops to happen.
Darcie Davis - All Rights Reserved
Step #4: Logistics
• Notify clients• Book and schedule interviews • Set a deadline for completion• Public accountability• Assign nag duty• Stay the course!
Darcie Davis - All Rights Reserved
Step #5: Develop Effective Questions
• Build comfort level• Mostly open-ended• Some can offer a scale from 1 to 5• Prepare for an interactive conversation,
not an interrogation• Plan your time and know what you
absolutely must find out
Darcie Davis - All Rights Reserved
What do you want to know?
• Buying motives
• Experience with firm
• Recommendations
• Continuance of service
• Firm image and market position
• Your special concerns or objectives
Darcie Davis - All Rights Reserved
Buying Motives
• Criteria used for selection• Who else did they talk to• What did they like about
the others• What - specifically -
locked in their decision
Darcie Davis - All Rights Reserved
Experience with Your
Firm
• What are your firm’s strengths
• Where does your firm need improvement
• Have clients had surprises or disappointments
• Does your firm understand them
• What could make it easier to work with your firm
Darcie Davis - All Rights Reserved
Firm Image and Market
Position
• Who are your competitors• Why them• How do you compare• What should you watch out
for• How would they describe
your firm• If you were to roll out new
services…
Darcie Davis - All Rights Reserved
Will They Recommend
• Confidence level in recommending
• Why recommend• Capture positive
testimonials• Permission to use as
reference
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Loyalty • What’s the likelihood of continuing your service
• What does your firm have to do to stay or get in their best graces
• Is there anything that may go wrong in the relationship ahead
Darcie Davis - All Rights Reserved
Special Concerns
• New marketing messages/taglines
• New services or markets• Creativity, communications,
responsiveness, etc• Goals/needs of client• How to stay in touch• Where clients network• Client special interests
Darcie Davis - All Rights Reserved
Step #6: Conduct Interviews• Know your questions• Re-confirm interview times• Explain your purpose• Document ALL of the
dialogue
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Step #7: Analyze What You Heard
• Look for themes: good and not so good• Look for and capture every action item• Look for opportunities for follow up• Capture all good things said about your
people and let them know• What are the implications?
Darcie Davis - All Rights Reserved
Step #8: Response Program• Develop a plan that will strategically
inform all others in your firm • Get ALL others in the firm engaged in a
Response Program • Include deadlines and responsibilities
for actions• Assign a credible nag and expect
accountability from everyone• Be creative about letting ALL clients
know about the changes
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What’s Next?
• Get ready to be busy
• Continually review Response Program to keep it active
• Get ready for pushback from some of your colleagues
Darcie Davis - All Rights Reserved
What’s Also Next?
• It’s wise to initiate an employee feedback program as well
• Compare the findings to feedback gathered from clients
• Keep pushing for improvements• Stay the course!• Call the bank
Darcie Davis - All Rights Reserved
Good luck!
Darcie Davis
www.DarcieDavis.pro
Helping you keep your clients
out of the jaws of the competition.