‘Why Client Feedback Is Much More Than a Numbers Game’ – HubSpot
Dory Ford says, “Often when a transaction is completed online or a customer service call has ended, we are asked to rate our experience — on a scale of 1 to 10 or by giving a number of “stars.” Services such as Uber even require a driver rating in order to book another ride.
Many agencies have adopted this quantitative feedback practice, and it is commonplace for agencies to ask clients to rate their agency annually, if not more often. This client feedback is important in proactively managing the agency-client relationship. So, why are we at Hallway Talk, a practice founded on the importance of client feedback, advising agencies to be wary of quantitative studies?
Through our work, we see that results from quantitative-only studies can be dangerously misleading. We’ve been retained by agencies who have conducted such studies for years, and we find that results from qualitative studies often reveal important contradictions. In fact, when we interview clients asking both quantitative and qualitative questions, we get contradicting answers from the very same client in the very same interview”.
Comments are closed.
