Client Feedback: The Process, and its Importance

As an digital agency, we rely heavily on client satisfaction to both sustain and grow our business. After all, without this, we would be able to improve our service in a competitive marketplace, causing us to eventually lose business to our rivals.


This is why I have placed client feedback and the process behind it at the heart of SJ Innovation, as we look to grow in line with out customers’ needs and retain a competitive edge.


How Does Our Client Feedback Process Work?


If client feedback is key to the success to our agency, however, how exactly does the process work? Let’s take a look:


  1. Send a Feedback Form to Client’s Upon Completion of a Project


While client’s can offer feedback at any stage of the project, they are obliged to do so once each one has been completed. Our project managers are accountable for this stage of the process, as they send client feedback forms to customers through email.


These forms include a number of questions and ranking criteria, including quality, customer service and overall satisfaction. Crucially, there is also room for additional client comments, so that companies can give more detailed feedback as and when required.


Project managers will then wait for the return of the completed form, and while the client is under no obligation to complete this we may well send reminders when dealing with return customers who have filled out forms previously.



  • Review the Completed Form and Take Action Where Necessary



Once returned, it will be the managers’ responsibility to review the completed form. They will then share this with the me as the CEO of the company, and the primary quality owner for all projects.


Every month, all forms that have been received during the last 30-day period are then reviewed fully by myself, and I will create action points where applicable.


More specifically, managers will be made accountable in instances of negative feedback, while individual employers may also need to follow up if specific aspects of the project are criticised. In the case of positive feedback, which occurs more often than not, I will share this with employees to help motivate them and educate them on the things that they are doing well.


The Importance of Receiving and Reviewing Client Feedback


This sustained and continuous flow of feedback has proved central to our business, with numerous clients now responding on a monthly basis. It is this feedback that drives progress within our agency, as we identify areas of improvement and aspects of our service that need to be maintained.


Our system also drives improvement by making people within the business accountable for both acquiring and reviewing feedback. This means that each individual comment can be acted on and assigned to an individual, who can drive positive change within the business.


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