Client Feedback – Advice From Those Who Trust You

Client Feedback – Advice From Those Who Trust You

Clients are the bread and butter of any business, and pleasing them is the most important thing you can do on a day-to-day basis. But how do you know what they really want, and how do you know what’s reasonable to provide?

First, don’t try to be perfect. What you want is to be in tune with the needs of your clients and your specific market. And the best way to do that is to ask your clients for advice.

Consider these strategies:

Regular Surveys – in writing or by phone. On the phone, you’ll receive more spontaneous responses, most likely to be the real opinion of the client at that moment in time. Written questionnaires are also valuable, because they are hard evidence to your clients that you value their opinion. You can produce statistics from the answers that can be used to make improvements in key areas and be incorporated into your marketing copy.

Feedback Sheets. Feedback during a client event, workshop or process that you take your clients through will be specific to that particular aspect of your business. For a sample Feedback Survey, please email me at with Feedback Sample in the subject line.

Casual Comments. Have a free-flowing system of communicating these comments to everyone inside your office. Take them as seriously as you would if they had been written in a letter from your clients or posted as a comment on your social media site.

Quick Calls. Whenever you need some advice quickly, pick up the phone and ask a trusted client to act as a sounding board. You may call just one to get an honest perspective, or perhaps two or three or more if you’re looking for a trend in opinion. Clients love being on the inside track with you! And you’ll get great advice.


  1. Act on the situations that require immediate attention. If you’ve received some negative feedback, ask the client what would make him or her happy.
  2. Share the results of the surveys with all of your staff and ask them to develop and implement ways to meet the needs of the client(s).
  3. Give permission and encourage your staff to make creative decisions outside the norm. Don’t let them “do it by the book” any more.
  4. Respond to your clients, acknowledge what you heard from them; let them know what you’re doing about it; thank them for their input and encourage them to get in touch any time they think of a way to serve them even better in future.

However you do it, turning your clients into your advisors is one of the best ways to run your business profitably.

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