When we ask for a client critique, we become vulnerable. And the challenge is to hear the words, plus the emotions behind them. It’s so easy to choose to hear only what we want.
I recently contacted a variety of my clients and referral partners. Keeping my mind and my emotions open took a bit of attitude adjusting.
One interesting fact about the average person’s self-image: we are more critical of ourselves, compared to how others see us.
Here is some of what I heard:
“The packaging of my services you suggested wasn’t useful, however I now know what my clients want. My website is making a big difference in how people understand me.”
From an accountant who shifted his practice focus and location.
Lesson Learned
My packaging of his services was based on selling a commonly found service: accounting. What did really work was communicating the actual person, the accountant. He already speaks the language of his specific target market.
“The writing you provided didn’t really make a difference. The website is not really important”
Spoken by a very focused custom-home builder. His clients come by word-of-mouth. He was having a website developed and needed text: or so we thought.
Lesson Learned
Before we worked together, I thought people ready to spend $5 million plus on a home would review the builder’s website. The website is not significant at that level of very carefully vetting potential contractors. The photos show the types of homes he does, and that’s enough. His place in the community is the core of his marketing.
“The client’s feedback that I got isn’t targeted to the types of clients I now want to get.”
From a financial planner who has shifted her practice to retirees, away from people who want to grow their financial resources.
Lesson Learned
Getting more time to understand her future plans would have really helped more. Her expectations didn’t match the delivery of great testimonials from her current clients. I delivered what she needed at that time, however she didn’t tell me about the changes. Now she and her referral partners need new stories to tell about the effects of her services.
Most of the feedback I got was very supportive and positive. Basically, they said: “Don’t change, you’re doing things well and as expected”.
These Lessons Learned from those described here are not typical of my clients. But they are very important. To grow as a service provider, the comments I hear coming from the outliers are very valuable. While my core clients are satisfied, it’s out on the edges we can learn new ideas, evaluate them and choose the right ones.
What am I going to do with these comments?
Some of the comments I received are just people complaining, because they were asked and they feel they need to find something negative. That’s fine: it’s human. I won’t do anything with some of the negative comments.
Some comments shine the light on a system that needs improving. Those are the most valuable. If a good reliable system is put into place to avoid future comments, then it’s worthwhile.
The positive comments are very important. In addition to saying we have the right systems and resources; those words and phrases make us feel good. That’s important to feed the emotions and maintain a positive attitude.
What do people say about your services?
What lessons can you learn? Are you getting the tough questions that will guide you?
If you’d like to learn more about how a Client Satisfaction Survey works, just ask. The answers might make you squirm a little. Those are the opportunities to improve the way your team works and delivers services.
And you will probably find you’re on the right track. The positive feedback can really help navigate the changes you are considering.
