If you think back to the last time you were asked to leave feedback on a product or service you purchased, you probably don’t have to delve too far into your memory: the toaster you ordered from an online retailer, your vacation getaway house, your ride to the airport, the app you downloaded. It’s safe to say feedback is easier to provide, and more in demand, than ever before. Feedback is a driving force in consumer culture, no matter what we’re consuming.
The importance of feedback to business success can’t be overstated, and it extends to all kinds of businesses, including legal practice, where seeking and implementing feedback has gained traction in recent years. However, whatever field we’re in, it’s important not to collect feedback just because we can. When we collect feedback with a sense of meaning and purpose, our clients and customers offer a unique perspective that can lead us to improve the services we provide.
What to Ask
Setting a goal for your organization is a good first step to making feedback meaningful and useful. Generalized feedback for a generalized goal may not provide sufficient information to generate change. A question such as “How can we serve you better?” may glean some meaningful information. At the same time, a client faced with such a broad query may not know where to begin, so their responses may be similarly broad.
On the other hand, questions focused on specific goals will provide clients with some direction. For example, asking “How can we improve communication with our clients?” should return answers that address your organization’s communication style in a detailed way.
When to Ask
Many businesses ask their clients and customers for feedback after the purchase is complete or the service has been delivered. This kind of end-term feedback is helpful to the next client or customer, but it may not be so helpful to the existing client. Firms that seek ongoing feedback can adjust their approach and provide better service during the course of the relationship. With a legal proceeding, you might seek formal feedback from a client at the midway point and once the matter is resolved. At the same time, informal feedback from regular interactions, even through social media, can provide invaluable information to help you tailor your service to the client’s specific needs.
How to Ask
If you’re actively listening and responding to a client’s feedback throughout the relationship, you may not need to ask directly for feedback until the end. The process for seeking feedback can assume many forms: observation, third-party interviews, written surveys, telephone surveys, questionnaires, or formal debriefing sessions. Using multiple approaches will provide the most comprehensive look at your organization’s areas of strength and those in need of improvement. A multi-pronged approach to feedback will gather information that will improve client service, feedback plays a crucial role as part of market research, brand-building, and finding new business opportunities.
More important than the methods you’re using to gather feedback is the attitude you bring to the process. A mind that is open to improvement and an organization receptive to change means the feedback you receive will be put to the best possible use.