I always ask clients for feedback during a project – how are things going – and again upon completion of a project – what worked well, what didn’t? In most instances, the feedback is positive, especially since I check their pulse regularly to ensure a smooth experience. Not surprising, every project runs into unexpected situations that need to be addressed. But most variables like timelines, formats, people, lack of information, and even budgets, are adjustable. But how do you know unless you ask?
I learned early in my career when working at larger agencies that clients need to feel heard and seen. This means consistently asking them about their comfort level with a project. Don’t assume anything. The more feedback you seek from the client, the more open the communications, the more they trust your approach, and the more resources they give you to complete the job.
Client feedback can range from enthusiastic to hesitant. (When you manage the client well you avoid the downright negative.) Regardless of scale, comments are opportunities to learn how you might do better going forward. Small tweaks can make a big difference. And what may be obvious to us isn’t always obvious to the client.
For example, a client of mine was not responding to my request for information required for me to complete a press release. I wondered if they were being obstructionist or just clueless. So I asked not about the delay, but whether they were comfortable with our strategy. I learned they didn’t embrace the primary message of the release. We we rewrote much of it and went in a new direction, and the client was happy. Don’t be afraid to ask the tough questions.
Feedback can be collected via a survey tool, email or phone. The three open-ended questions I find most effective: (1) What were the most rewarding moments of our work together? (2) What aspects of the project did you find challenging or unproductive? and (3) On a scale of 1-5, how would you rate the outcome of this project?
And if you’re really brave, ask for a testimonial.
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