Understanding client needs and perceptions is essential to thriving in a highly competitive marketplace. From improving retention and new client acquisition to enhancing employee morale and brand reputation, obtaining candid feedback from your clients can make all the difference.
At-Risk Clients: A few simple questions can help determine which clients might be likely to leave. This can prompt an account-specific drilldown on challenges or potential weaknesses versus competitors. From a higher level, identifying similarities between at-risk clients can help to characterize broader trends and more systemic issues with your services.
Producer and Customer Service Improvements: Once you ascertain which clients might leave and why, you can form a clearer picture of how producers can refine their behaviors and how customer service practices can better align with client needs and expectations. This is the action plan side of listening to client concerns. Make adjustments to producer and customer services practices, measure, and refine again as necessary.
Cross-selling and Referrals: Some clients will have very positive things to say about your services (hopefully!) – this presents opportunities to solicit referrals and explore cross-selling opportunities. Producers and customer service reps can learn from this feedback as well, helping them to identify ways to further improve client relations and grow the business.
If you’re guessing at what your clients think or want, it’s probably time to up your game. Deploying organized surveys and developing corresponding action plans can make a substantial difference in the future of your agency or brokerage. Want to learn more? Click here to check out our survey solutions.