It’s the time of the year for performance reviews and most of us will take part without question. But there’s another review just as important that often gets little or no attention. The client review.
That’s a shame, because the client review is your golden ticket to not only better client relationships, but your firm’s performance improvement as well. It’s like your whole-of-firm performance review.
It’s not that firms don’t seek feedback from their clients, it’s the they way they do it. For example, reviews done by the same people who provide the work or another Partner in the same firm are unlikely to deliver unfiltered (or uncensored, if you like) insights into the client experience. Especially in a small or mid-sized firm. Truly objective reviews will deliver perceptions you may have no other way of receiving.
And that’s the point. In the tentative world of repeat custom, perception is reality. Your client may have expectations you were unaware of. They may want things done a way you wouldn’t usually consider. They may have been unhappy about something you didn’t even know about. You need to know that. You worked hard to win that client and you want to keep them. Left alone, you may be waiting a long time for a repeat engagement and may never know why it didn’t come.
More importantly, regular client reviews act as an early warning system for relationships at risk. Rather than waiting for a client to suddenly terminate their engagement or choose a competitor, reviews can identify brewing dissatisfaction while there's still time to address it. Warning signs like delayed responses to communications, changes in the client's internal team dynamics, or subtle shifts in expectations often surface during these conversations. By catching these red flags early, firms can take proactive steps to re-engage the client and salvage the relationship before it reaches a breaking point.
And the reverse is true, too. You may have done an amazing job, but the client can’t see that because they’re unaware of the complexities involved. Or because they’ve experienced a different approach from a competitor and didn’t understand the process.
Client reviews also serve as a powerful tool for team development that goes beyond simple performance feedback. When clients share their experiences, they often reveal specific skills gaps within your team or highlight areas where additional training could enhance service delivery. For instance, a client might mention preferring more frequent communication updates, revealing a need for better project management skills. Or they might express confusion about technical explanations, indicating a need for improved client education capabilities. These insights allow firms to design targeted training programs based on real client needs rather than generic professional development. Additionally, reviews can identify which team members excel at client relationship management, helping firms understand what behaviours and approaches drive client satisfaction.
All this is a reason to have an ongoing program of client reviews. Not an end-of-year event, but a year-round program that is part of how you do business.
It’s only natural to be afraid of what you might hear. And it makes sense to set up a process in which potential negative feedback is contained. But this can severely limit the effectiveness of the process. After all, the feedback may not be personally confronting. It may be nothing but positive. Or it may concern evolving technology, processes, or trends. And these impact your effectiveness as well.
Reviews are a source of golden information. Like the clients’ plans for the future in which your firm could play a part, important leads for cross-selling, and real-life examples you can use for staff development.
A well-run review can heal a lot of wounds. It can lead to the replacement of the cause of a personality clash. It can give your firm the opportunity to change its approach. Even a simple change in admin – like a billing cycle – can make the world of difference to the client.
Nothing builds trust better than knowing you’re being listened to. When your firm receives client feedback then makes a change accordingly, the client feels truly valued.
The client relationship is more than the expertise required to complete the engagement. A relationship of effective communication and trust can be a competitive advantage in a sea of firms offering similar expertise. It’s much harder for the client to leave you when the relationship is sound.
Independent reviews provide a safe space for your clients to speak – and that’s a safe space for your firm as well.
