Why client satisfaction is important. What the biggest obstacles are to measuring it. How can using one question can improve your efforts. Where to use your response data to improve your service delivery.

1. FROM DISSATISFIED TO EVANGELIST:
How to Measure and Manage Your Clients’ Satisfaction
© Copyright 2015, Nex.to LLC, All Rights Reserved.

2. AGENDA
Client Feedback:
Why is it important?
What are the biggest obstacles?
How can using one question improve your efforts?
Where can you use your response data to improve?

3. CUSTOMER SERVICE IS
IMPORTANT.
BUT HOW IMPORTANT?

4. REALLY IMPORTANT:
In a Customer Experience Impact Report from 2010,
85% of respondents said they would pay up to 25%
more to ensure a superior customer service
experience.
55% said they would recommend a company
because of outstanding service, over product or
price.

5. SO HOW DO YOU KNOW IF
YOU’RE PROVIDING
EXCELLENT CLIENT SERVICE?
YOU HAVE
TO ASK.

6. The Harvard Business Review recently found that
the simple act of asking a client for his or her
feedback has a positive impact on satisfaction.
It also makes that client more loyal and profitable
over time.

7. BUT...
For every customer who complains, there are 26 who
had a bad experience but don’t say anything.
(White House Department of Consumer Affairs)
That’s 26 people who didn’t have the opportunity to
give their feedback.

8. The most important feedback comes from your
clients who are somewhere in the middle. They’re a
better representation of reality. So, the more
responses you get from them, the better insight
you’ll have into your service delivery.

9. ASKING FOR FEEDBACK IS
JUST THE FIRST STEP. THE
REAL CHALLENGE IS DOING
IT IN A WAY THAT
MOTIVATES PEOPLE TO
RESPOND.
If your survey response rates are low, say 1 to 5
percent, it means you’re only hearing from
clients who have had either really great or
very bad experiences.

10. WHAT ARE 4 COMMON
REASONS A PERSON WON’T
RESPOND TO A REQUEST
FOR FEEDBACK?
›› The survey is too long.
›› The form is too complicated or not accessible
(e.g. not optimized for mobile)
›› The request for feedback comes too late.
›› The problem has already been solved.
AND LET’S NOT FORGET ABOUT…

11. ATTENTION SPAN.

13. “According to the National Center for Biotechnology
Information, at the U.S. National Library of Medicine, the
average attention span of a human being has dropped
from 12 seconds in 2000 to 8 seconds in 2013. This is
one second less than the attention span of a goldfish.
”Michael Brenner, B2B Marketing Insider

14. LET’S HAVE A LOOK AT
CONNECTWISE’S OWN
SUPPORT SURVEY.

15. THE ISSUES WITH THIS SURVEY:
1 · Visually convoluted
2 · Requires an answer in all fields
3 · Too many questions
How many of you routinely answer
ConnectWise’s support surveys?

16. THERE IS A VERY SIMPLE WAY
TO GET A LARGE AMOUNT OF FAST,
HONEST FEEDBACK
FROM YOUR CLIENTS:

18. BENEFITS OF A ONE
QUESTION SURVEY:
›› Easy for your clients to answer
›› Increases response rates
›› Allows you to focus on one thing
›› Gives you actionable results
Ask the one question that matters most to your
business, and make it count.

19. OTHER EXAMPLES AND
CASE STUDIES
“Short, simple customer surveys can lead to
response rates of 50 percent or more, which is
considerably higher than the 0.5 to 2 percent
response rates many organizations get from client
surveys.
”FORBES

20. FOR EXAMPLE,
DELTA AIRLINES ASKS:
“Based on your interaction, how likely would you be
to hire our agent as a customer service
representative for your business?
”KAYAKO
You answer on a scale of 1 to 5. Because really, that says it all.

21. BRANDS ACROSS GLOBE ARE
USING THE ONE QUESTION
APPROACH:

22. A 2012 study that analyzed how respondents
processed and responded to satisfaction questions
with and without smiley face visual aids found those
who had the smiley faces completed the question
faster than those who didn’t.
(The American Association for Public Opinion
Research)
Plus, they’re fun.

23. NARROWING YOUR SURVEY
DOWN TO ONE QUESTION IS
JUST THE FIRST STEP. THERE’S
STILL A LOT YOU CAN DO TO
SIMPLIFY IT:
1- Use a form that is uncluttered and easy to read.
2- Do not make any fields compulsory.
3- Include only necessary text that is clear and concise.

24. NARROWING YOUR SURVEY
DOWN TO ONE QUESTION IS
JUST THE FIRST STEP. THERE’S
STILL A LOT YOU CAN DO TO
SIMPLIFY IT:
4- Make it compatible with mobile devices.
5- Ask only for information you don’t already know.
6- Send/display it using a familiar source or name.
(Business 2 Community)

25. AND DON’T FORGET THAT
VISUAL AIDS CAN HELP
PEOPLE ANSWER
QUESTIONS FASTER.

26. 5 THINGS YOU SHOULD DO
WITH CLIENT SATISFACTION
DATA:
›› Direct negative responses to somebody for
immediate follow up.
›› Organize and analyze your data to spot trends and
areas that can be improved.
›› Create a system for sharing client feedback with
service engineers to boost moral and provide
helpful feedback.

27. ›› Turn positive comments into testimonials for your
website and marketing materials.
›› Share the results with your prospects and clients
to demonstrate your value.

28. LET’S REVIEW:
SIMPLY ASKING A CLIENT FOR
FEEDBACK…
›› Has a positive impact on client satisfaction
›› Creates more loyal and profitable clients
over time
›› Provides measurable data that allows you
to improve

29. Your clients are busy.
So keep it simple and straightforward.
Track and analyze the data you get.
And don’t forget to follow up.

30. SO, HOW DID I DO ON
THIS PRESENTATION?

31. BRAD BENNER
FOUNDER
NEX.TO
BRADB@NEX.TO
+1 646 401 0024