‘How does a client listening project work?’ is a question I’m often asked when I tell people what I do. So, this month, I thought I’d give you an insight into what the various stages of the project look like.
I follow a tried and tested process – one which I’ve developed and refined, and which gives me scope to make allowances for when things don’t quite go to plan. The top tips I include for each stage are designed to prevent any issues or hold-ups before they arise and keep things moving along smoothly!
1. Question setting
Depending on your research objectives, we’ll work on a set of open questions and discussion points to guide my conversation with your clients. My interviews are ‘semi-structured’ in that I use the points we agree to guide the conversation while leaving room for follow-up and clarification questions. And if the conversation goes ‘off-piste’ beyond this outline, then that’s absolutely fine too.
Top tip: Make sure all questions are ‘open’ and that you also feature forward-looking questions and points so that we can identify growth opportunities for you as well as gathering insight on service levels.
2. Client identification
While I can provide guidance and will always encourage you to invite a mix of happy clients and those who you think may be less than satisfied, you’re the best judge of who you should invite to take part in this sort of exercise. Although it might feel uncomfortable, remember that you’ll learn the most from your least happy clients, and that one of the reasons you’re engaging me is because I take away the discomfort around giving and receiving constructive feedback.
Top tip: Link client selection to the research objectives: Do you want to find out about the effectiveness of your onboarding processes? Ask clients who’ve recently engaged you, so that the onboarding experience is still fresh in their minds. Do you want to find out why you’re not cross-selling effectively? Invite clients who you know have the potential to buy more from you but don’t currently, and I’ll find out why!
Also, keep some potential clients for this exercise in reserve – more on that later …
3. Client invites
I’ll draft an email inviting the clients that you’ve identified to speak with me. This will include the following points:
– The rationale behind the exercise
– The format and time commitment involved (online and usually requiring more than a 30-minute time slot)
– An introduction to me and my role
– Options for booking in with me (either through a bespoke Calendly link, or via their PA)
Top tip: This is where things can start to come unstuck … The invite usually comes from the relationship lead, for example, the lead account Partner in a professional services setting but, if you think the lead partner for a client isn’t 100% on board with the idea or is too busy to send the email, you can think about sending the invites from a senior sponsor such as the Managing Partner, or even Managing Director. It’s important to keep the forward momentum going at this stage of the project!
4. Client interviews
Clients book in with me and I undertake the interviews, following up each interview by sending you a comprehensive note covering all the key points from my discussion, broken down into separate areas according to your needs. My clients find that a detailed summary-type cover note such as this, rather than a full transcript, is a much easier and more effective way for them to identify and digest the salient points from the conversation and take swift action where necessary.
Top tip: Client availability can be another area which causes delays to listening projects. It’s the reason why Icreate a window for the interview schedule – if a client can’t make it within that period, we move onto anotherclient (it’s why I always ask you to keep some potential clients in reserve – see item 2.). We can always go back to the client whose participation was originally requested later, when they’re less busy.
5. Report
Once I’ve concluded the interviews (either after a set number if it’s a pre-defined project, or when we’ve reached critical mass for ongoing client listening), I’ll produce a report setting out the key themes, a SWOT analysis, relevant quotes, marketing messages and recommended actions featuring any other areas which might prove useful to you.
Top tip: Decide early on how you plan to ‘close the feedback loop’, i.e. how you’ll be taking action on what you learn. In some cases, it’s necessary to act straight away, especially where areas of dissatisfaction have been raised (I will have flagged these up to you straight away in the post-interview note), with others you’ll have more time to respond.
Either way, doing nothing is not an option – inaction is a waste of your clients’ time and of the investment you’ve made in the client listening project.
I hope this gives you a good idea of how I would work with you. Although there’s a process, there’s also a degree of flexibility at every stage. What matters most is delivering a project which satisfies your objectives and delivers valuable, actionable insight.
My first engagement with a new client is often on a ten-client pilot basis which helps you see the value of client listening and test the water without committing to anything too lengthy or involved. If you’d like to find out more, I’d love to hear from you, so do please get in touch.