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How and Why to Survey Your Clients

Okay, this time you’re pretty sure you’re a survey black belt, right? Well, if you’ve followed the steps we just outlined to creating, reviewing, sharing, and acting on survey data, we’d say you just earned your black belt.

But don’t stop there. Now that you know how to foster great employee engagement through surveys, don’t you want that same great engagement from your clients?

Sure you have a client or two who you know is unhappy — most of us have clients who make endless demands. But what about a client that unexpectedly quits your service, leaving you to wonder what you could have done better?

You might wonder whether customer service needs improvement, if the product lacked features they needed, whether the competition had some edge over you, or whether maybe they needed help with price.

With surveys, you don’t have to be left wondering. This is why we created CLIENTpulse, a survey tool that allows you to proactively ask clients for feedback and get a jump on client concerns before they leave your service.

And, unlike employee surveys, client surveys don’t require anonymity; customers don’t risk anything by being honest. This honesty lets you identify specific client issues and prioritize them for triage before the customer becomes dissatisfied and "quits." As with employee surveys, sometimes just hearing and responding to such requests, even if they don’t make it on to your road map, will delight your customers and reassure them that you’re paying attention and trying to improve.

Quick Tip:


  • Keep it short and simple: Remember, your client is doing you a favor by giving you feedback. Respect your clients’ time by giving them a quick survey.
  • Include a benchmark question: Regularly including a benchmark question like, "On a scale of 1 to 10, how happy are you with our service?" will give you quick reads on client sentiment and shifts in perception.
  • Leverage open-ended questions: Don’t be afraid to ask clients direct open-ended questions like, "What would make this product better?" They’re already thinking it. This way, you at least know what’s on their minds.
  • Get ready for action: If you start seeing new ideas for service improvements or an onslaught of negative comments, be prepared to act. Being responsive to client feedback will catch their attention and could very well be the thing it takes to keep them on your roster.