October 2007

A Look at Some Less Obvious Benefits Firms Experience When Undertaking a Client Feedback Program

When companies conduct client research, their primary goals are to better understand client needs and identify problems and potential opportunities.  However, a recent survey by Client Opinions found that many firms also gained other important 'unintended' benefits while conducting client research.  These included building goodwill, receiving unbiased feedback, and educating clients about other aspects of their business, among other benefits. Here’s a quick look at what they learned:

These benefits can have a significantly positive business impact as described in the chart below:

Client Mapping
Product vs. Emotional Satisfaction
Another unintended benefit of client research is the ability to provide a multi-dimensional understanding of each client. As illustrated below, we can map: 1) product satisfaction and 2) emotional satisfaction together to reveal a more detailed understanding of client perceptions.  A client may be delighted with your product, but still be at risk as they feel dissatisfied with the relationship they have with your firm.