Optimizing Customer Experience: Ask for Feedback and Make it Easy

get feedbackNo matter how much experience you have running a construction company, there’s always a chance to gain valuable insight by listening to your clients. The easier you make it for them to share their opinions, the more you stand to gain.

Ask at the Right Times

Before you start inviting feedback, get clear on what parts of your business you want to improve. Are you trying to shorten your prospect conversion time? Do you want your clients to stay with you longer? Clients at different stages can give you different types of insight.

New clients – You can learn how to make it easier to start working with your firm by asking your new clients about their experience getting started.

Satisfied current clients – After you complete a project, ask your client what they thought went well and what didn’t.

Departing clientsDissatisfied clients are one of your best sources for ideas on how to improve your business. Pay attention to signs that suggest a client is about to leave and step in to ask for feedback. Even if you can’t salvage the relationship, you can learn what not to do in the future.

Make Sharing Opinions Easy

The less time and effort your clients need to spend providing feedback, the more likely they’ll be to do it. Simple surveys work well if you keep them short. Two to five questions with space for comments is plenty.

To get more specific feedback, closely tailor your questions to the client’s interests, such as remodeling, new home construction or multi-family residential construction.

For new clients, include a short survey in your welcome package. For current clients, combine a feedback survey with a referral form.

A quick phone call can give you even better results. You’ll be able to clarify your questions when needed and ask for more detail when a client’s comment piques your interest. Dissatisfied clients won’t always feel comfortable coming to you with their complaints, but a phone call can re-open the lines of communication.