In the professional services industry, client feedback is essential to fostering strong relationships and improving service delivery. However, many businesses struggle to gather meaningful feedback due to poorly designed surveys and ineffective questioning strategies. By mastering the art of asking great questions, you can transform feedback collection into a powerful tool for success. Here’s how.
Why Great Questions Matter
The foundation of useful client feedback lies in asking the right questions. Many electronic feedback surveys fail because they are:
- too long and complex
- focused on irrelevant details
- misaligned with the client’s expectations and experiences
Research by Client Savvy shows that a concise survey with 6-8 thoughtfully crafted questions yields the best response rates (up to 52%). These surveys can be completed in under two minutes, ensuring clients remain engaged.
What to Ask: Focus on Deliverables and Relationships
To create a well-rounded electronic feedback survey, your questions should address two critical dimensions:
- Deliverables (What Was Produced)
- Did the deliverables meet schedule goals?
- Were budget parameters respected?
- Was the work accurate and effective?
- Did the scope and fees align with agreements?
- Relationships (How It Was Delivered)
- Was the team helpful and supportive?
- Did they respond promptly to your needs?
- Was the overall quality of service satisfactory?
By balancing these areas, you can collect insights into both tangible outcomes and the client’s experience throughout the project.
The Art of Crafting Questions
Great questions are:
- Simple and Concise: Avoid jargon or complexity that might confuse respondents.
- Focused on Processes, Not People: For example, instead of asking about individual performance, ask, "How effective was our process in addressing your project’s budget constraints?" This reduces the risk of blame and fosters constructive feedback.
- Aligned with Expectations: Use questions to gauge how well your service met or exceeded the client’s unique expectations.
How to Score Feedback
How to Score Feedback
Traditional scoring methods (e.g., satisfaction scales) often fail to capture the nuances of client expectations. Instead, consider:
- Expectation-Centered Scales: Measure how well your service aligned with or exceeded the client’s expectations.
- Granular Feedback Options: Allow clients to provide detailed responses, capturing subtle differences in their experiences.
- Comfortable Terminology: Use language that feels positive and constructive, such as "Needed Improvement" instead of "Poor."
For example, Client Savvy’s Client Feedback Tool uses a slider-based scale with "Met Expectations" as the center point, encouraging honest and intentional responses.
Turning Feedback Into Action
Collecting feedback is only the first step. To maximize its value:
- Analyze Trends: Look for patterns across different projects or phases. For instance, feedback may highlight strengths during initial stages but reveal issues closer to project completion.
- Act on Insights: Address any gaps and innovate where expectations were exceeded to sustain high performance.
- Follow-Up: Reassess client satisfaction after implementing changes to ensure continued alignment.
The Long-Term Benefits
By adopting a strategic approach to client feedback, you can:
- build stronger client relationships
- identify opportunities for improvement and innovation
- increase client loyalty and drive higher profitability
When done right, feedback collection becomes a collaborative process that benefits both your clients and your business. For more information, read our complete eBook "Asking Great Questions to Get Great Results."
Ready to refine your feedback strategy? Reach out to Client Savvy to learn more about implementing effective client feedback programs and turning insights into growth opportunities. answers@clientsavvy.com | 866.433.7322
