A general counsel of a large international consulting firm told us about his experience talking to an interviewer who had called to discuss his satisfaction level with his outside law firm. He had been using the services of a "high end, expensive" law firm out of New York.
We asked if the interview questions allowed him to speak about all the issues that were on his mind regarding his relationship with his lawyers. His response was, "There were many small things that had been bothering me about our law firm but none that I thought were big enough to discuss with them. This interview allowed me to get some things off my chest."
That's interesting, but his next comment floored us. "I know now if those issues had gone unchecked I may have gotten to such a level of annoyance I would have shopped for another law firm." That's pretty explosive. In other words, if his high- priced law firm had not taken the initiative to determine the loyalty levels of their key clients, they wouldn't have known about accounts that were silently in jeopardy.
He told us he would not have responded to a traditional survey!
When we talk to our clients' customers, we know we must ask the questions that allow the customer to respond with information that will be of value to our client. In the previous story, the upper management in the law firm can now act on information that's of significant business value. We won't argue, by the way, that they used the most effective method of gaining real information about what resides in the heads of their customers. People respond well to personal interviews using open-ended questions that allow them to use their own words. It's those very words and thoughts that must be captured, not the responses to questions created by survey designers.
Speaking of surveys. If your company surveys your customers regularly, don't be mislead into thinking that you understand what is in the heads of your customers. There is a difference between gathering information and allowing people to vent, which requires specialists (like Davis, Kingsley & Company).
Surveys collect point-in-time responses using pre-determined answers. However, it's difficult and sometimes impossible to find out how to improve business performance in any area. You might get information about what's broken but unless a company lets customers express their own thoughts, they won't have solid information on what and how to improve things. Surveys have limits on the value they can offer. Upper management should know this.
The "high-end law firm from New York" dodged a bullet by finding out what's in their blind spot. The cost of not asking or not knowing could have lost them a great deal of business. Ask the right questions, allow customers the freedom to speak their mind and analyze their feedback to be of solid value to make improvements.
Does your firm have a process to capture what resides in the thoughts and minds of your key clients? Can you afford to leave it unattended?
Darcie Davis, President of Davis, Kingsley & Company is a management consultant, speaker, author and trainer. She works with companies to secure genuine feedback from their clients before advising them on strategic decisions about sales, marketing, and operations. Her advice will keep your clients out of the jaws of the competition.
Learn more about Customer Satisfaction and Feedback Programs offered by Darcie and her firm at http://www.DavisKingsley.com
![]() |
|
![]() |
|
![]() |
|
![]() |
I returned a rental car at an airport yesterday. As... Read More
There are two kinds of customer service we all experience... Read More
The Reason Why Direct Internet Marketers Have To Work So... Read More
Traditional marketing strategies encourage business owners to continually grow their... Read More
The future of customer service is here. Technology has made... Read More
In today's competitive world of retail, many stores are implementing... Read More
The most important aspect of a successful business is developing... Read More
You've been going 6-to-late; exhausted by running the supersonic treadmill... Read More
The President of a 200+ store division of a major... Read More
Customer service is the most vital asset for Business either... Read More
The other day a reporter call to interview me on... Read More
What do you do when your client gets mad at... Read More
What a lot of money we have been wasting on... Read More
Loyal customers are the foundation of almost every business. Going... Read More
Customer service and customer service training are vital for any... Read More
No matter how hard you try, in business you simply... Read More
Despite rumors to the contrary, the Web is not dead.... Read More
"Right, People. Let's blast out that mail campaign we've been... Read More
Businesses that fail, often forget to seek out the customer... Read More
Customer Service is a critical factor for keeping your clients... Read More
Those of us in home based and small businesses are... Read More
Have you ever walked into a store and things looked... Read More
We all want great service, whether we are buying our... Read More
- Excerpt from Richard Saporito's latest e-book "How to Improve... Read More
Dr. Michael LeBoeuf, in his cassette album entitled, Win Customers... Read More
Landing a new client is like courting a potential spouse.... Read More
We, as small business people, naturally dislike complaints from our... Read More
Q: I just discovered that for the past six months... Read More
It's never too soon to start saying thanks to your... Read More
It never fails to amaze me how many companies have... Read More
Wherever you turn these days you'll find articles covering every... Read More
Who was it that said - "The customer is always... Read More
What kind of image do you present when marketing your... Read More
In today's highly competitive economy, it is difficult to maintain... Read More
Ever notice how customer service varies from store to store?... Read More
Many years ago, I was a first year apprentice assigned... Read More
You Never Know Who You're Serving when customers turn irate.I... Read More
Public transport operators who already use passenger surveys may not... Read More
Why do some businesses offer points, stamps or every tenth... Read More
May people these days have a problem with mounting debt.... Read More
You probably think I am going to say something like,... Read More
This article offers five ways to help you deal with... Read More
Outsourcing seems to be the new-new thing and approximately 50%... Read More
Customer service is the pits, you say. You are not... Read More
When conducting a training session about customer service, I always... Read More
I got it into my head sometime in December 2004... Read More
It's possible that in the course of your business dealings,... Read More
It may come as a surprise to you to discover... Read More
What happened to the old saying, the customer is always... Read More
Two situations, two perfectly acceptable experiences, but in one case,... Read More
"Thanking your customers" - Why you should do it and... Read More
The simplest way to describe a 'durian' (pronounced doo-ree-ann) is... Read More
Do you need greeters or should you avoid them? That... Read More
Millions of people, just like you, end up with a... Read More
Anyone who knows me knows my favorite fast food restaurant... Read More
Those of us in home based and small businesses are... Read More
What I am about to tell you may seem very... Read More
With the growing number of people in every business sector,... Read More
If you were a customer on the telephone with a... Read More
The Reason Why Direct Internet Marketers Have To Work So... Read More
Many organizations tackle to the issue of customer service by... Read More
A growing number of individuals are finding themselves called to... Read More
You have no doubt heard the saying that the customer... Read More
Historically, customer service was delivered over the phone or in... Read More
Evacuation, "E-Vac" Oil System for Oil ChangingHow do most mobile... Read More
It's never too soon to start saying thanks to your... Read More
Customer Service |