5. Close the loop
Having collected, analysed and summarised your client-related feedback, it’s time to close the loop. Report back to clients and employees about what you’ve heard and what you’re doing in response. For your clients, this could be creating a regular section in your client newsletter that has a ‘you said’, ‘we did’ table. This consistent transparency has two important benefits. It shows the clients who are sharing feedback, that you are genuinely listening. It also shows the other clients that their peers are sharing feedback and getting a response. Both benefits build trust and improve future response rates.
Secondly, you must close the loop with employees. Share what you’ve heard from them and your clients, what you’re planning to do about it and how it may impact them. Also take the opportunity to celebrate success. Make sharing and collecting feedback a positive experience, by highlighting examples of great client experiences. Some of our more client-centric firms even have quarterly awards for staff who get the best customer or peer feedback.
Future-proof client listening means closing the loop with both clients and employees. This builds trust, drives up future response rates and creates a platform for celebrating success.