Staff suggestion boxes may date back to a time of milk floats and video recorders, but the jump to digital engagement surveys has left firms with an insight gap. HR asks employees about their relationship with the firm. Marketing does the same with clients.
The missing lens is employee feedback on the client experience. Employees see both the client experience and the processes/policies that influence it. But many firms are missing the opportunity to see their client experiences through the eyes of their employees.
Client Listening programmes are embracing scale and automation to keep up with evolving client needs. Being able to hear and respond to clients quickly is proving a competitive advantage. Firms sticking with traditional feedback systems and manual analysis are increasingly feeling left behind.
Our recent Voice of the Client benchmarking study, spoke to senior decision-makers across 29 law firms to get a glimpse at how they are working to future-proof their firm to compete on experience.
To get more from client feedback, use technology to:
– Update your assumptions
– Collect continuous feedback
– Triangulate your feedback
– Link feedback to outcomes
– Close the loop with clients
Your brand is not what you do, it’s what your clients feel. Your firm’s brand is the sum total of all your clients’ experiences.
Firms with brand alignment are driving sustainable growth because they get more referrals and more testimonials. This brand alignment comes from brand promises that consistently match client reality.
This is a guest post by Claire Rason at Client Talk. We work with Claire and her clients to integrate formal client listening interviews with more informal feedback.
In this post, Claire looks at how professional services firms can start to supplement their formal client listening programmes.
