Using Client Feedback to Grow Your Practice

Chances are you aren't psychic, which is why soliciting client feedback is the only way to know for sure that you are providing quality services (and earning future referrals) as intended. The transition from this year to the next is a sensible time to ask, "Did we meet your expectations last year?"

If you don't have a client interview initiative in place, an online survey is the most efficient way to gather feedback. They only take a few minutes to set up and send out. Here are some guidelines to make the survey effective and beneficial for you:

1. Set your clients' expectations concerning the time required to complete the online survey. There's nothing more frustrating than starting a survey and then realizing that you're only one minute into a ten-minute process.
2. You don't have to ask them if they have any complaints. If you feel this will open Pandora's Box, skip it.
3. Keep it short: No more than 5–10 questions. No one wants to feel like they're re-doing the SATs.
4. Give them multiple-choice options. Clicking is easier than writing.
5. Ask them to suggest the services they want (e.g., “Are there any additional services you wished we offered?). Their responses give you up-sell opportunities and referrals for your network.
6. Find out if they are referral-minded (e.g., “On a scale of 1–10, how likely would you be to refer us to a friend?”). Those who give you a high score on this question are clearly open to a dialogue about how they can refer more often. (If you're unsure as to how to ask a client for referrals, watch this short video on "How to Ask for Referrals.")
7. Expect low returns. While warm market online surveys typically get a meager 3–12% response rate, that's still enough to give you a snapshot of your client base.