Engaging in client listening to build a better client experience
Written by Alice Devereux
It is well known that creating an environment where your employees can comfortably communicate and share ideas leads to a positive setting where a business can thrive. However, in professional services, some firms may be missing feedback from another important source – their clients.
The Financial Conduct Authority (FCA)’s Consumer Duty rules came into force on 31st July 2023, with the aim of creating better relationships between financial service providers and their clients. With the next deadline due in July, key elements include acting in good faith, avoiding causing foreseeable harm and maintaining clients’ financial objectives at the forefront of their work.
When it comes to law firms, the Solicitor’s Regulation Authority (SRA) has also published guidelines on client reviews, which they encourage to increase the amount of easily accessible, comparable information on the quality of legal services providers available to the public. Analysing clients’ views of team delivery can also be used to shape future training programs and behaviour change. This can then be used to match your firm’s values at every point of contact.
To achieve this, firms must understand and address their clients’ issues. Those who get it right are set to have a competitive advantage, but since the Consumer Duty was first introduced, some have struggled to find insights – and this is where client listening comes into play.
Effective client listening – what are the options?
Most professional services firms understand the need to engage in client listening to improve client experience, build trust, and – in the case of law and accountancy – to ensure best practice within the FCA or SRA guidelines.
Depending on the size of your firm, here are our three top suggestions to effectively gather client feedback:
- Online Reviews: Leveraging platforms such as Google Reviews is a straightforward way for clients to share their experiences. It provides valuable insights and helps improve your firm’s reputation (at no cost other than your admin time).
- Online Surveys: Conducting online surveys allows you to gather structured feedback. These surveys can be tailored to specific aspects of your services, providing detailed information on areas that need improvement. You could start with Microsoft Forms or SurveyMonkey for some simple but effective tools to collate the responses.
- Client Listening: This involves more in-depth engagement with clients and can be adapted based on the scale (and priorities) of your firm. Ideally, client listening should be conducted by an independent person or team to ensure an unbiased perspective. And don’t feel that it’s an imposition to ask clients – most appreciate the opportunity and will tell you if they don’t have time.
Larger firms might combine all these methods to get a fully comprehensive view of client satisfaction.
Client listening not only improves the client experience, but also provides actionable insights for business growth and development. Through identifying these gaps, your marketing and BD teams can develop new and appealing solutions which you know your clients care about.
“Listening to our clients has been transformative for our business. It has allowed us to tailor our services precisely to their needs, fostering stronger relationships and providing personalised solutions. By actively engaging with client listening, we’ve been able to innovate and adapt, resulting in a more fulfilling client experience and robust business growth.”
– Kimberley Sare, Guided Financial.
To delve deeper into how these practices can benefit your firm, contact us to find out more. We can tailor these strategies to your firm’s unique needs, whether that is understanding if clients want to know more about your services and values, or if they are getting a consistent experience across different teams. By creating an environment of open communication and actively listening to your clients, your firm can achieve a balance between compliance, authenticity, and exceptional service.
