‘We know our clients are happy, we already ask them’ is a comment I often hear when I tell people that I deliver client listening programmes.
But do you really ask them, and I mean all of them, not just the ones you know are going to give you a glowing review? Do you ask them in a way which allows them to share their thoughts in a completely unbiased way or are they steered toward the answer you want them to give?
Asking your clients big, open, qualitative questions, not via a survey, but by having a conversation with them is a great way to gain valuable and actionable insight into how they view your relationship with them.
Don’t ask only your advocates but those clients who may have a niggle with you. The last thing you want is for that niggle to turn into a complaint and then you end up losing them altogether. Much better to have a slightly uncomfortable conversation early on and make the necessary changes than risk them sharing their experience with others and you needing not only to find a new client but also to repair reputational damage.
Client listening is a hugely valuable and important exercise in ‘normal’ times but now, especially, you need to know how your clients are feeling – on a business and personal level. You need to know how you can help them to survive and thrive over the inevitably difficult coming months and beyond. They will appreciate you doing so. You will also find out what information will be useful to them and therefore giving you the content for your future marketing campaigns.
Those businesses that undertake regular client listening develop more loyal clients and loyal clients stay longer, spend more with you and recommend you to others – free marketing!
If you’re now not so sure about how your clients feel and would like to find out more about how a qualitative approach can help you, please get in touch.