The other day, I sat down to write a client satisfaction survey. Shortly after I started, I realized I was using Matt Homann’s ideas, anyway, so I might as well ask him how he would do it, and save myself some time.

Matt posted his survey (PDF) the other day. He recommends sending it to clients during the representation, while you can still address your clients’ concerns. Each question is designed to give you input you can convert into action to make your clients happier.

I plan to use a survey similar to Matt’s, and I am going to automate it, using MailChimp, so that my clients get the survey by e-mail a month or two after I start representing them.

Resolve to Ask Current Clients More | the [non]billable hour


  1. John Thomas says:

    Several years ago, as a BD Director for a global accounting firm, I conducted a CSat interview with a CFO who told me that our audit team was excellent, but if the tax team messed up one more time we’d lose the account. I conferred with management, they changed the tax team, and the firm retained a $200K fee client. That”s just one example from many over the years. In almost every CS interview I have conducted, I learned something about the client that even the engagement partner did not know. Client satisfaction/retention is vital to any professional service provider’s business development efforts and, unless you hire an outside consultant, costs practically nothing. In fact, law firm marketing professionals will add more to their firms’ bottom lines (and thus better justify their existence in these tough times) if they spend more time on client satisfaction/retention projects and less time building cadillac websites, trying to win legal marketing awards, or retaining consultants to develop new proposal templates.

  2. The ultimate question, “would you refer us?” is already on this list. But if you have more time and space, I’d recommend some of the following too:
    • When you think about your top three service expectation (list them), how well have we performed against them?
    • How well do we understand your business and its drivers? How should we improve our understanding?
    • How effectively do we communicate and interact with you and your team?
    • How would you rate our responsiveness and accessibility?
    • What have you seen in your other service relationships that Grau & Associates should consider?

    I’ve found that having someone outside of the firm conduct these surveys (either in person or on the phone) reaps the best results as well. People are more willing to share information through a third party, if given the opportunity. But however you do it, there is tremendous value in taking the time to go through this process. You’ll learn important information, and your clients will feel valued in the process.

Leave a Reply