Commentary: Client Feedback: The Most Effective Marketing Tool We Never Use

Summary

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"Our clients love us. Winning their next project is a sure thing." You have, no doubt, heard this kind of comment many times. You may even have said it yourself. My response: "How do you know?"

In a recent independent performance survey for one of my clients, I interviewed nine staff members from one of the firm's most important clients. The issue was the level of satisfaction the agency had on its performance nearing the conclusion of a three- year project. At the end of one interview, the staff member told me, "This is the first time that any consultant has made a real effort to find out how I felt. I can't understand why more don't."

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Commentary: Client Feedback: The Most Effective Marketing Tool We Never Use

The punch line is that, though the agency was generally highly satisfied, there were a few issues it wasn't happy about. And my client had no idea. Wishful thinki...

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