I am the chair of the marketing committee of our 22 attorney insurance defense firm located in the Chicago suburbs. We are considering conducting structured interviews with our top 10 insurance company clients. This would be the first time that we have done this so I would appreciate your thoughts.
There is nothing worse than asking clients for feedback and then doing nothing and not following up. The benefits of gathering feedback can be negated if you do not follow through on the results. Once your firm has taken the initiative to actively invite feedback, you must take actions to correct at least some, if not all, of the problem areas identified. Doing so is vital. You must also act on business opportunities identified as well. Going to the effort of gathering the information and then not doing anything about the problems identified is not only a waste of time and money but can also increase the likelihood that future service improvement efforts will be viewed with skepticism. For this reason, you must close the loop on the surveys you have conducted by getting back to the people who provided you with the feedback. Doing so benefits your relationship with your clients because you not only confirm what they said but that you are making changes accordingly.
John W. Olmstead, MBA, Ph.D, CMC