In professional services, responding to client feedback isn’t just about checking a box; it reflects how we communicate and build relationships across all client interactions. While it can be frustrating to discover that some staff members struggle with effectively following up on feedback, this awareness presents a valuable opportunity for growth.
The professionals who struggle with empathetic follow-up will likely carry that same communication style into every client interaction. By recognizing and addressing this, firms can develop more client-focused, empathetic professionals who enhance relationships, trust, and business outcomes.
The Cost of Poor Follow-Up
When clients take the time to provide feedback, their expectation—whether stated or unstated—is that their voice will be heard, and action will be taken. A weak, generic response, or worse, no response, sends a clear message: "We don’t really care."
Consider an example from a recent conversation with a client leader: a project manager responded to a client’s concerns with a boilerplate message thanking them for their input and offering a phone call—but leaving the burden on the client to reach out. This lack of initiative demonstrates a failure in both empathy and accountability. In contrast, another project manager immediately picked up the phone to engage the client in a meaningful conversation. The difference is striking.
Empathy in client communications is not just about responding—it’s about understanding, taking ownership, and proactively working to improve the client’s experience. Without these skills, professionals risk eroding trust and diminishing long-term business potential.
Turning Awareness into Development
Recognizing where follow-up is failing isn’t just about accountability, it’s an opportunity to develop stronger, more empathetic communicators. Rather than simply criticizing poor follow-up, firms should use these moments to coach and elevate their professionals.
Here are three strategies for fostering empathy and client focus in all interactions:
1. Teach Active Listening and Interpretation
Many professionals struggle with follow-up because they treat it as a transactional task rather than an opportunity to strengthen relationships. The key is helping them shift their mindset from "I need to respond" to "I need to understand."
- Encourage professionals to listen for emotion, not just facts. If a client notes that communication is lacking, what they’re really saying is, “I felt uninformed, uncertain, or undervalued.”
- Train staff to summarize concerns in the client's own words before responding. This practice ensures understanding and demonstrates genuine engagement.
2. Provide Structured Guidance Without Rigid Scripts
While our Client Feedback Tool's AI-generated follow-ups can help guide responses to feedback, teach your staff the reasoning behind these approaches. AI shouldn't be a crutch, but rather a tool to train your staff in patterns of listening and acting. Instead of defaulting to templates, firms should equip professionals with flexible frameworks:
- Acknowledge the feedback in specific terms.
- Express understanding and appreciation for the client’s input.
- Offer a clear next step—without shifting the burden back onto the client.
For example, instead of:
"Thank you for your feedback. If you’d like to discuss further, feel free to reach out."
A more empathetic response might be:
"Thank you for sharing your thoughts. I understand that the delayed reporting created challenges for your team. We’re reviewing our internal processes to ensure smoother communication moving forward. I’d love to connect and hear more about how we can make this better for you—would a quick call this week work for you?"
3. Reinforce Empathy Beyond Feedback Follow-Up
Empathy should be ingrained in every client touchpoint, not just in response to surveys. Firms should foster a culture where professionals regularly:
- Anticipate client concerns before they escalate. Rather than waiting for a survey response to reveal issues, proactively checking in on expectations ensures smoother project execution.
- Personalize communication. Clients want to feel valued, not like just another account. Addressing specific project details and preferences shows genuine investment in their success.
- Recognize and reward empathetic behaviors. Professionals who demonstrate strong client engagement should be acknowledged and celebrated, reinforcing the behaviors the firm wants to cultivate.
Building Better Professionals, Not Just Better Follow-Ups
A lack of effective follow-up is a symptom of a broader issue: professionals who may not yet see the value of empathy in client relationships. Rather than simply enforcing compliance, firms should view these moments as coaching opportunities to develop skills that will benefit their staff across all client interactions.
When a project manager struggles to follow up with empathy, they are likely struggling in other areas of communication as well. Addressing these issues with support, training, and practical tools will not only improve follow-up but also elevate the overall client experience and strengthen long-term relationships.
Ultimately, by developing professionals who embrace empathy and proactive communication, firms create a culture where client feedback isn’t just acknowledged—it becomes a catalyst for meaningful engagement and continuous improvement. And that’s the kind of firm clients want to work with again and again.
