Success for those of us in advertising and marketing services hinges on delivering exceptional services AND on keeping clients satisfied. After all, happy clients are more likely to become long-term loyal clients and tend to spend more. That’s where measuring client satisfaction comes in, and why Brkthru is committed to an annual client survey.
Our survey helps us identify what we’re doing well and where we need to make improvements. It helps us prioritize initiatives. Unfortunately for most of us serving clients, we only jump into action when we know a client is dissatisfied.
Instead of measuring performance when times are tough, let’s focus on what we’re doing well and strive to do even more of that.
Why Client Satisfaction Matters
Advertising and marketing services firms thrive on the ability to craft compelling messaging, design stunning visuals, execute powerful campaigns, track and optimize campaign performance, and demonstrate and ROI. However, all the marketing genius in the world can fall short if client satisfaction isn’t prioritized. Here’s why it matters:
1. Client Retention – satisfied clients are more likely to stick around. This leads to longer-term relationships, stable revenue streams, and reduced new client acquisition costs. It’s more efficient to keep and grow a happy client than to chase after new ones.
2. Word of Mouth – happy clients often become enthusiastic brand advocates, spreading the word about your agency’s exceptional work.
3. Feedback for Improvement – client satisfaction surveys provide invaluable feedback. By identifying areas where you excel and those that need improvement, your agency can grow and evolve to better meet client needs.
4. Celebrate the hits – think of how motivating it would be to let your team know what they’re doing well from a client’s perspective.
Measuring client satisfaction is an ongoing process, not a one-off activity, and not just a method to diagnose problems. Here are some ideas:
- Client Surveys: conduct regular client satisfaction surveys. Keep them short and to the point, focusing on areas that matter most to clients. Use a mix of quantitative and qualitative questions to gather valuable insights. Demonstrate you are truly listening by acting on the data.
- Feedback Sessions: regularly schedule one-on-one feedback sessions and Executive Business Reviews (EBRs) with key clients. This direct dialogue with key decision makers rises above the day-to-day and can uncover concerns or opportunities for improvement that may not surface in surveys.
- Testimonials and References: ask clients to provide testimonials and if they would provide a reference in your new business efforts. Most will.
- Internal Evaluation: your employees, particularly those in client-facing roles, can offer valuable insights into client satisfaction. Encourage them to share feedback and concerns from their day-to-day dealings with clients.
In the fast-paced world of advertising services, client satisfaction is a cornerstone of success. Measuring client satisfaction is not just a good business practice; it’s an essential strategy to ensure your agency remains competitive, innovative, and client centric. If you’d like to learn more about how we at Brkthru keep in touch with our clients about our performance, contacts us info@brkthru.com