Client Surveys—The Only Thing to Fear is Not Doing Them

Source: Practical Accountant

Julie Littlechild, president of Advisor Impact (www.advisorimpact.com), says that client surveys are more than tools to measure satisfaction.

Client surveys can help you learn things that lead to a closer relationship. For example, do clients prefer:

• One-on-one meetings?
• To meet more or less frequently than has been your custom?
• E-mail or snail mail?
• Not to work with juniors on your staff?

The referral protocol is often misunderstood by accountants. Referrals don’t always come to you simply because you provide great service. The survey can ask clients if they are inclined to make referrals, but you must be proactive about the responses. Moreover, clients refer you as a favor to a friend rather than as a favor to you. It isn’t just about getting business; it is about helping the client help his friends. Therefore, you must educate your clients about what you can do, not just for them, but also for others.

Client surveys should:

• Not exceed 25 questions.
• Offer an incentive—e.g., a drawing.
• Allow for anonymity.
• Ask for comments.
• Be tested on a few clients.
• Be followed up, whether or not the client responded.
• Be summarized—the summary can be shown to prospects and referral sources, and can also be used in subsequent client meeting.

For the complete article, click here and select the article “A Tactical Approach to Client Feedback” in the November 2008 issue.

From Practical Accountant, November 2008, SourceMedia Inc., One State Street Plaza, 27th Floor, New York, NY 10004, 800-221-1809.