This is a tricky question to answer, whether you are a business leader nurturing important relationships or a politician deciding when to go to the country.
Client owners often feel defensive about the prospect of getting feedback from their clients. Their initial pretext for refusing is often “It’s not the right time”. If a client relationship feels troubled or insecure, client owners shy away from asking that client how things are. That’s understandable, but unhelpful. Done sooner rather than later, client feedback can limit damage, inform a new strategy, and give clarity to all involved.
Here’s some of the reasons that companies have given us recently for wanting to get client feedback:
“It’s the client terminations we could have avoided that keep me awake at night.” Timely feedback ensures no unpleasant surprises.
“We have aggressive new business targets and we’re keen to reduce the cost of selling.” It’s always cheaper to sell to an existing client. Feedback shows you the opportunities.
“Our market place is crowded, it’s hard to differentiate ourselves.” Client feedback tells you your USP, straight from the horse’s mouth.
Client feedback can tell you not just what you need to know, but what you ought to do about it. Sooner is better than later – don’t let your client owners put it off!