Show of hands: How many of you believe your clients are loyal?
Wow. That's a lot of hands.
That's not terribly surprising, though. We all want to believe our clients love us, right?
I've got some bad news for you, though: You're delusional.
Don't get mad at me — I'm just the messenger. The source of that bad news is Eric Gregg.
Gregg is founder and CEO of Inavero, a group that designs and manages client satisfaction surveys for customers in more than 15 countries. At the AICPA's 2012 Tech + Conference and Practitioners' Symposium in Las Vegas, Gregg cited some frightening stats:
What's causing those disconnects? Gregg pointed to three specific problems:
“When a client is stressed, there are only two roles you can play — hero and villain,” Gregg said. “Be a hero. Ease their stress.”
Not surprisingly, Gregg suggested annual (or, better yet, twice-yearly) client satisfaction surveys as a way of gauging how well you're serving your clients' needs. A bit self-promotional on his part, true, but it's still good advice.
Gregg offers three best practices in the satisfaction survey arena:
Once the results of the survey come in, Gregg says you'll want to do the following:
Finally, remember this:
“The greatest marketing you can do,” Gregg said, “is to offer an exceptional experience that lets you tell a great story.”
The truth now: How satisfied are your clients?