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When we created our CLIENTpulse survey tool, it was really meant to help us offer better customer service to the users of our employee engagement survey tool, TINYpulse. You see, our #1 company value is to “delight our customers,” so we used tools like SurveyMonkey and Google Forms to gather customer feedback to make sure they were satisfied. The thing is, once our customer base went into the hundreds, the existing tools just weren’t scalable solutions.

We knew we weren’t giving our customers the right survey experience, so we set out to build our own easy, user-friendly solution that we called CLIENTpulse. It became a great tool for us, dramatically increasing response rates and letting us understand client sentiment before they jumped ship.

But then, a surprising thing happened. Once we started surveying the users of TINYpulse with CLIENTpulse, they wanted to know how they could survey their clients too. Turns out, we weren’t the only ones curious to know our clients’ thoughts.

After getting regular questions from customers about how they should survey their clients—what questions to ask, how frequently to ask them, what to do with the results—we realized it was time to help people sort through this process.

This guide highlights best practices and tips for creating engaging and effective client surveys. We hope you enjoy reading it, and pick up a few tricks along the way—not only to retain your clients, but also to improve revenue by using client feedback as a sustainable competitive advantage.

At the end of the day, if you can outlearn your competition on what the market wants, you will outgrow them.

Why Make Better Customer Surveys

Want to get a quick read on client sentiment? You probably have the same challenge most companies have: response rates.

Business-to-business (B2B) oriented surveys are notorious for terrible response rates. After a quick look around, we found some groups reporting response rates in the 1.5-2.5% range, others reporting rates of less than 10%, and then a large pool reporting something in between.

Why are client-focused survey response rates so low? Because your clients don’t owe you any favors!

By asking them to take your survey, you’re asking them to take time out of their day to do you a favor. If you’re going to survey your customers, make it quick and easy for them. The issue is, most companies don’t know how to do this.

We can help. CLIENTpulse has enabled countless companies to take a “pulse” on their client sentiment, pinpointing issues before they resulted in clients leaving for the competition. Based on this experience, we offer 20 best practices and tips in our Advanced Guide to Client Surveys so that you can create more effective client surveys that lead to improved client satisfaction, the first step to driving revenue up.

Why Invest In Client Surveys

Don’t think you should proactively reach out to clients and get their feedback? You’re wrong. Customer service expert John Goodman lists why it’s time you got on that bandwagon:

  • Increased loyalty: When you resolve a problem for a client, client loyalty goes up 30-50%.
  • Increased revenue: The revenue pay off of resolving a client concern is 5-10X the cost of earning a new customer.
  • Decreased price sensitivity: When problems occur, price sensitivity doubles. If a problem occurs again, price sensitivity doubles again.

Stick around and we’ll tell you just how to make that bandwagon work for you.

How This Guide is Set Up

This guide is set up into two sections. Chapters 1 through 11 will help you set up an ideal client survey. Chapters 12 through 20 will teach you what to do with that survey data (which is where most well-intentioned companies fail to act).

Everyone has different levels of experience and requirements when it comes to surveying their clients, so feel free to hop around a little and read the chapters that work for you. By the time you’re done, you’ll be armed with proven strategies to build a stellar client survey and ideas on how to leverage all that great feedback for client growth.

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