The Big Difference between Satisfied Clients and Very Satisfied Clients
Do you think your clients are satisfied with your firm? Well, that's not enough for your firm to make the most of its business potential with them. You need clients that are very satisfied.
"After 27 years of service to over 1,300 private clubs, one thing our membership survey work has shown us is how to interpret member satisfaction for the maximum benefit of a club," says Tom Strutz, senior VP and director of surveys of the McMahon Group, one of the leading international consulting firms to private clubs, such as country clubs and yacht clubs.
In Strutz's article in the May/June issue of The McMahon Report, he says, "Satisfaction for club members is an expected deliverable. It is why they joined and continue to belong. If they were not satisfied, they would most likely quit the club."
For a professional service firm, such as a law or accounting firm, Struz's quote would translate to: Satisfaction for clients is an expected deliverable. It is why they are clients of the firm. If they were not satisfied, they would most likely go to another firm."
"Very satisfied members, on the other hand," says Strutz, "are motivated customers/supporters/users. They don't just like the club, they love it. These members are far more likely to stay in the club and bring in new members."
Translation for professional service firms: Very satisfied clients, on the other hand, are motivated customers/supporters/users. They don't just like the firm, they love it. These clients are far more likely to stay with the firm and refer in new clients.
"Clubs that consistently achieve high ratings, especially in their most important offerings, are the most successful clubs that hold members, attract members, and enjoy maximum usage," Strutz says. "Only by surveying a club's membership properly can the board and management know where to apply resources and effort to maximize club success."
Translation: Firms that consistently achieve high ratings in client feedback, especially in their most significant areas of service, are the most successful firms that retain loyal clients, attract new clients, and enjoy the highest levels of business with all of them. Only by listening properly to the voice of the client can your firm's management know where to apply resources to capitalize on success.
Strategic Client Interviews show firms how to make their satisfied clients become very satisfied, and how to grow revenues.
For more information on Strategic Client Interviews, contact Joyce K. Smiley at 561-775-9755, or jsmiley@jkscompany.com. On the web at jkscompany.com.
Verbatim: What Clients Say is published electronically by JKS & Company LLC/Strategic Client Interviews. Copyright 2010 JKS & Company LLC. All rights reserved.
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email: jsmiley@jkscompany.com
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