How to Create the Ultimate Client Survey

In Part 1 of this series, Closing the Loop with Client Surveys, we concluded that the main purpose of a client survey is to help integrators maintain customer relationships.

And a survey accomplishes this by capturing alignment or disparity in perceptions.

Today, we show you how to create the ultimate client survey for your integration business, along with the questions you should ask.

Here’s a sample client survey you might use:

Ask key stakeholders to rate your company on a five-point scale, where 1 = poor, 2 = needs improvement, 3 = met expectations, 4 = exceeded expectations, and 5 = outstanding.

• How would you rate the initial sales process and the sales support you received?
• How clearly did the proposal explain the capabilities of the system that Company ABC was to provide?
• How would you rate the communications you had with the Company ABC project manager regarding scheduling, coordination, etc.?
• How would you rate the technical solution provided to meet your requirements?
• How would you rate the technical knowledge displayed by the Company ABC installation team?
• How would you rate the professionalism of the Company ABC project management and the installation team?
• How would you rate the timeliness and professionalism of Company ABC’s handling of any problems that may have come up during the implementation of this project?
• How would you rate the training and system documentation provided for the system?
• How would you rate the clarity and professionalism of the procurement and accounting processes supporting this project?
• How would you rate your overall satisfaction with the final system?
• How was your overall experience with the Company ABC team during the life of this project?

Also throw in a couple yes/no questions, such as:

• When similar requirements come up again, will you again select Company ABC as your solution provider?
• Will you recommend Company ABC as a solution provider to others?

Here’s another, shorter example of a survey:

Ask stakeholders to describe each attribute as “poor,” “average,” or “good.”

• Effectiveness of the Company ABC sales staff
• Effectiveness of the Company ABC support staff
• Quality of Company ABC’s products and services
• Value of Company ABC’s products and services
• Company ABC’s ability to meet commitments
• Company ABC’s level of responsiveness
• Company ABC’s billing accuracy
• Your intention to continue doing business with Company ABC
• Likelihood of recommending Company ABC’s to others
• Overall satisfaction

An account manager can use the answers to these survey questions (particularly when they’re positive) in a number of ways.

How to use client survey results

The first thing to do is acknowledge the client for their partnership in making the project a success.

Second, inquire about what other areas the client may need help in, based perhaps on unsatisfactory performance by another AV integrator.

And third, ask for references to other potential clients who could benefit from the professional experience provided by your integration company.

If survey results come back negative, or not the level your company would hope for, an account manager (or senior management) can use that information as an opportunity to show commitment to improvement and agree on a plan of action with the affected client.

Ultimately, there is measurable value in using a client survey as one more tool in the client relationship management toolkit. And those organizations committed to improving themselves in the eyes of clients are the ones achieving that value.

By Brad Malone, Vice President of Professional Services at Solutions360