If you’re an agency chief who rationally knows the benefits of conducting a client satisfaction survey, but you just can’t quite bring yourself to do it yet, read on.
Over seven years in business, we’ve seen and heard every objection that an agency boss can possibly have to going out to all of their clients and asking them “what do you really think of the service we are providing?”
What gives me immense satisfaction, however, is knowing that everyone who has done it has seen the depth of their fears far outweighed by the benefits of the output
1. The fear of the unknown
One of the most common fears is that, when asked how the agency is performing, clients may suddenly decide that they want to leave, thus triggering a tender process. Agencies worry that it might put a spotlight on a client who didn’t think they were unhappy, but when asked, unburden themselves. Our response is always the same: it’s far better to know either way! This way you can identify and uncover your latent grumblers and understand any issues that they haven’t articulated, so you can tackle them
2. Cost concerns
Many agency heads fear that taking a Pulse Check is an expensive exercise. Our strongly held and
Conducting regular Pulse Checks enables you to identify brand ambassadors and obtain clear quotes about why they recommend you. Brand ambassadors can often show up unexpectedly and provide you with nuggets that can be used as testimonials. They serve as motivators for both client and new business teams and, ultimately, help fill the new business hopper with potential leads. At its best, client satisfaction measurement performed well is a way to reduce attrition and stimulate growth.
Fear among team of exposing the agency’s weak performers
PRs are very good at PRing themselves, so by conducting a Pulse Check, you can identify your stronger and weaker performers as clients see
We already have a mechanism in place – won’t this undermine it ?
Some agencies may get feedback from some, but not all of their clients. Pulse Check supplements this by giving a picture across the whole client database. Many agencies gather feedback from clients in person, but online, people do tend to say more than they do face to face. We have found that clients tend to be less honest in their immediate feedback, particularly with the agency, but with an external
5. Fear of handing data over to a third party in light of GDPR
Since the inception of GDPR, many agencies have been worrying about how they handle their data. We reassure all our clients that we are members of the Market Research Society and abide by their data policies. Some of our safeguards include: all data is secured in password protected documents, data is encrypted when it comes onto the platform and stringent processes in place to ensure deletion from systems.
Summing up, I like to practice what we preach, so we conduct our own regular Pulse Checks. We walk the talk. We keep doing this is because it helps to remind me that it is indeed nerve-racking waiting for comments to come in. If you care about clients, as any good agency head does, and you get negative feedback, it can be challenging. So go ahead: feel the fear, gather the data and act on it. Next time you do it, we can guarantee it won’t be such a scary exercise.