So you think you’ve gone the extra mile to proactively send clients surveys and gather feedback? But now that you’re getting feedback, it’s time to do something with it. You’re sitting on a goldmine, so make it work for you. John Goodman, a customer service expert, highlights this in his findings showing the relationship between loyalty and customer satisfaction following a client complaint:

  • Customers that are satisfied after a complaint are 30% more loyal than non-complainers.
  • Customers that are satisfied after a complaint are 50% more loyal than dissatisfied customers.

So how are you going to satisfy your clients and get those loyalty ratings through the roof? By creating an action plan, that’s how.

With a straightforward 3-step process you can start identifying, prioritizing, and acting on feedback to turn a dissatisfied client into a loyal client:

1. Recognize where you have problems: You can’t act on issues if you don’t know where they are. Your first step is to identify which clients have concerns. If you’re using an online client survey platform like CLIENTpulse, you’ll be able to easily sort clients based on their satisfaction rating. And, by color-coding those satisfaction scores, you’ll be able to see at a glance which clients are least happy.

2. Prioritize the problems: Once you’ve triaged the clients who are most unsatisfied, prioritize who you will reach out to first. This can be based on satisfaction ratings or perhaps based on the issues themselves. Some issues might be easier to tackle, like educating clients about how to fully use your product or service. Some might be about features they’d like to see, which may be something you can’t change quickly and will therefore respond to later.

3. Start reaching out: Once you know your most critical issues by client, it’s time to start outreach. Proactively talk to them, understand their problems, and start working on a solution.

And really, even if you aren’t seeing complaints, don’t forget that a quick check-in can also be a great way to boost loyalty. Goodman also notes how companies can enjoy improved customer loyalty with a few simple actions:

  • A friendly 90-second staff interaction results in a 25% loyalty lift.
  • Educating customers about a new service they can really use results in a 30% loyalty lift.
  • Proactively educating customers about how they can avoid problems or get more out of your product results in a 32% loyalty lift.

Quick Tip:


You’re likely receiving some feedback that’s tough to swallow. That’s okay. As long as you’re armed with how to broach these issues with your clients, you’re on the path to resolving critical issues that could have had them walking out the door. This 3-step process will start getting you on that path:

  • Show appreciation: Always show gratitude for any type of response. Bad news is actually good news if it means you can solve a problem before it gets out of hand. And, it may soothe any discomfort your client has from sharing dissatisfaction.
  • Acknowledge the issues: Empathize with your client. Tell them you understand their concerns and you see why the issue is troublesome. Empathy goes a long way to resolving tension and opening the path to resolving challenges.
  • Engage them: Probe and ask why. You have two ears and one mouth, and now is the time to use it in that ratio. Only by listening to their issues do you have any chance to resolve them. You’ll get greater clarity and sometimes your client might already have a solution in mind that hasn’t yet been shared with you.

When you institutionalize this process, you create a client-centric environment that is primed to solve customer service issues. You also give your sales or account managers a tried-and-true process for working with clients and retaining their business.

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