Tax & Accounting Blog

Client Feedback, Quantified: A New Tool for Measuring Client Satisfaction

CS Professional Suite Payroll Solutions October 6, 2014

Clients are fickle creatures. Making them happy can be a challenge, and what worked yesterday may not work tomorrow. This is especially true in payroll, with its constant stream of client interaction and deadlines. Keeping your finger on the pulse of client sentiment is absolutely critical.

Traditionally, many firms have relied on an in-depth, once-a-year survey to get feedback. And while annual surveys are great for getting detailed product information, I don’t think they provide a very good picture of how things are going on a day-to-day basis. You may get better results with a continuous survey that asks every client a few brief questions about their level of satisfaction.

Here at myPay Solutions, for example, we send out short surveys – and get results back – every day. We find the constant stream of feedback to be a very valuable source of information, and it’s relatively easy to implement.

It’s not difficult to include a link to a short online survey in your email signature or on your website. Three or four questions should be enough to provide you with useful client feedback. For example:

  • Rate our service on a scale of 1-10.
  • What are we doing especially well?
  • What could we do better?
  • Would you recommend us to a friend or colleague?

That’s it – these questions won’t give you the detail of an annual survey, but asking them on an ongoing basis will show you how you’re doing from day to day. It can provide valuable feedback on new initiatives and a quick way to spot trends. You may even find that clients offer more detail on the open-ended questions in a short survey since they’re not rushing to get through dozens of questions.

Constant client feedback can boost employee morale as well; you may get some great testimonials about your client facing employees. Sharing them with the team is a great way to recognize outstanding performance and spread best practices. You may even want to start a “Client Champion” award contest each month to reward the good service your employees provide. 

An ongoing survey may not replace your in-depth annual questionnaire, but it’s certainly an intriguing tool that comes with its own unique set of benefits. And it costs very little to implement. Why not give it a try?

Come back next month for a discussion of Net Promoter Score, an internationally recognized survey scoring system that ranks clients into three simple categories based on their level of satisfaction. In the meantime, feel free to post your questions and comments below.