Unlocking the business impact of client feedback
Our recent knowledge sharing webinar explored the business impact of client feedback. The panel shared practical examples of how law firms are improving engagement with client feedback and using it to inform strategic decisions and demonstrate business impact and return on investment.
What’s the business impact of client feedback, and how are top firms unlocking the full potential of client listening? Those are the questions we set out to answer in our recent knowledge sharing webinar.
Our panel of experts included Aileen Leahy from Shoosmiths, Iain Rowlands from Taylor Wessing, Rachael Head from Osborne Clark, and our own Jennie Waring who's ex-Big4.
Collectively our panel has created a wide variety of use cases across their client listening teams and they were only too willing to share their experiences. Specifically they, and some attendees who joined in the conversation, shared insights on:
- Engaging the whole firm
- Turning insights into action
- Measuring RoI and business impact
- The keys to success for client listening professionals.
Below are some highlights of the conversation. Would you like to see the full recording, snack on the highlight clips, or join in the conversation? If so, our Listen Differently community of client listeners is for you! Use the contact form to get an invite.
Engaging the whole firm in client listening
Our webinar poll highlighted that for the majority of firms, client feedback is still seen as a client listening, marketing or BD project. Moving beyond that perception is a big challenge - but one with big benefits.
Aileen emphasised that "everybody does have a part to play and everybody does have a contribution to make." For example using feedback to show how front-of-house staff or facilities teams are positively impacting client experiences.
To foster this firm-wide engagement, the panellists shared several strategies for celebrating, sharing and using client feedback:
- Be creative about using internal communication channels. Rachael described displaying positive feedback on office screens and including it in weekly firm-wide updates.
- Link feedback to recognition systems. Aileen mentioned tying client feedback to official recognition platforms for employees. This doesn't have to be NPS scores. It can be sharing positive feedback that reinforces firm values.
- Create targeted feedback projects. Iain shared success with spin-off client listening projects focused on specific topics like ESG, which engaged new areas of the firm.
- Incorporate feedback into training programs. Emma Farmer from Mills & Reeve joined the conversation and described integrating client experience insights into their training programmes. These cover all levels of staff, including support teams.
The panellists agreed that persistence and repetition are key. In fact, sharing feedback is just like running a marketing campaign. Aileen advised "flooding as many internal channels as you can with the feedback" to ensure it reaches different audiences at different times.
Turning insights into action
While sharing feedback is crucial, the true value lies in how firms use these insights. What was interesting is the breadth of ways firms are turning insights into action. For example:
- Informing high-level strategy. Iain described how detailed reviews with high-profile clients revealed insights and quotes that informed their strategic planning.
- Targeted business development. Rachael shared an example of using feedback to identify untapped opportunities with existing clients. This lead to more focused client conversations about the firm's capabilities.
- Informed process improvement. Jennie highlighted the benefits of sharing feedback with non-client-facing teams. For example, finance seeing some feedback led to improvements in the billing process.
- Tailoring client interactions. The panel discussed the value of gathering preferences on communication styles and timing, allowing teams to personalise their approach to each client.
The panel agreed that insights should inform actions beyond large-scale strategic changes. Jennie drew on the sporting analogy of seeking 'margin gains'. Sometimes a piece of client feedback can make a small but powerful change for an individual client.
Achieving this impact requires giving the wider business access to client insights. Centralised or periodic reporting isn't enough. Teams should feel empowered to find and apply insights themselves.
Measuring ROI and the business impact of client feedback
While gathering client feedback feels like the right thing to do, evidencing its impact can be hard. Many firms lack a consistent and impactful measure of RoI. Yet demonstrating the value of client listening programmes is crucial for maintaining support and resources.
The panel didn't have a silver bullet. But they did discuss various approaches that go beyond reporting an NPS number:
- Tracking engagement metrics. Tracking internal engagement with feedback can be a good lead indicator. For example, more people asking clients for feedback, attending insight-sharing sessions, or accessing insight reporting are all positive signs of engagement.
- Tracking business development impact. Tracking opportunities created from client feedback and how well those actions are followed up. Iain called client listening "one of, if not the best, BD tool that we have."
- Tracking survey response rates. The panel reported some impressive response rates! Ranging from 25% to 37%, they were well above what's considered the industry norm. How is this possible?
It's not because they incentivise responses, at least not directly. Rather it's that clients know it's worth their while responding. These firms are good at closing the loop, and hence clients see the firms acting on their feedback. - Tracking client relationship strength. We are seeing firms taking a more structured approach to measuring client relationships. How clients engage with feedback programmes can contribute to the overall measures.
For example, are clients sharing more unsolicited feedback or keen to discuss CX as part of formal reviews? Have their ratings around the firms value drivers changed?
While it's hard to credibly link feedback to client revenues and retention, that doesn't mean you can't show a Return on Investment. The key is to work backwards from the insights the firm needs to achieve it's goals and strategies. Once you find those, communicate them regularly and widely.
This is an evolving field, and no doubt one we'll return to in future knowledge sharing sessions.
Keys to success for client listening professionals
The panel finished off with some advice for those managing client listening programmes. Client listening can sometimes feel like a lonely role, or one where you're having to push water uphill. If that sounds familiar, the panellists suggested:
- Celebrating your diverse skill set. Jennie highlighted that the role needs data analysis, communication, research, and project management skills. Doing it well, makes you amazing!
- Understand the business. Iain has found that his background in law helped him appreciate the pressures and concerns of partners. That doesn't mean you need a law degree. But understanding your colleagues' pressures and priorities can help you put client feedback in context.
- Communicate business benefits. Rachael stressed the importance of focusing on how the listening programme benefits colleagues. Rather than getting bogged down in the process details, focus on what's in it for them.
- Focus on the small wins. All panellists emphasised the importance of staying motivated despite the challenges. Aileen advised to "make the most out of every snippet of feedback that you get, every ounce of engagement that you get."
- Lean on the client's words. Aileen talked about the confidence that comes from quoting clients. Even when delivering challenging feedback, remember this is the client's experience not your opinion.
Summary - one piece of advice to their younger self
The conversation wrapped up with one piece of advice for those new to client listening roles:
- Maintain your self-confidence, remember that you're doing a great job.
- Don't fear sharing less positive feedback, lead with the client's voice.
- Look beyond individual pieces of feedback and maintain a forward-looking perspective.
- Focus on the benefits to the individual and why it's worth their time.
On that note, thank you to Aileen, Rachael, Jennie and Iain for sharing their time and insights. They are great examples of practitioners who listen differently.
As a result, it was a fantastic session and one that will become a regular fixture in the Autumn.
In the meantime, use the contact form below if you'd like to see the recording, or the clips from each conversation topic.