|
TIP:
A
number of practices measure client satisfaction with surveys
and other tools. Most are satisfied themselves when a client
gives the practice an “excellent” or “good” rating. But in
today’s more competitive marketplace, this just might not be
good enough. Why?
1.
While satisfaction surveys measure a client’s reaction to a
past experience with your
practice, they do little or
nothing to indicate what it will take to hang onto that
client
in the future.
2.
Practices
hear only from clients who are willing to take the time
to respond. Just like with any
product or service,
those who are dissatisfied often leave quietly without
taking the time to
share the reasons for their
unhappiness.
3.
Satisfaction surveys are typically set up to record
incoming responses without segmenting
the practice’s
client population. As a result, all clients are lumped
together instead of being
segmented into meaningful
groups such as new clients, lost clients, best clients,
clients
with chronic care pets and so on, making it
impossible to draw meaningful conclusions about
particular market segments.
Practices
that only measure satisfaction through past experiences are
missing out when it comes to better understanding what it
will take to strengthen the practice in the future. On the
other hand, practices that look ahead are better positioned
to spot opportunities and take advantage of unmet client needs. |
