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Growing your revenue is probably one of your main objectives.

You can do this by acquiring new clients. Or, by making sure your existing clients are super happy with the way you’re servicing them – and staying on as your clients.

This raises the question: do you know how satisfied your clients actually are?

If you don’t, you’ll need to set up a client feedback process. You’ll need to capture their feedback and then actually use that.

Capturing your clients’ feedback

Find a way to get the most and the most honest data. Try and capture the feedback right after you’ve solved your client’s challenge or delivered your solution.

Capture their feedback in a way that works best for them. This could be a face-to-face interview, a phone call from a third party, or an anonymous online feedback form.

There are many questions you can ask. Just make sure to a least ask for…

  1. An overall grade – Ask questions like: “How well did we solve your challenge?” Or: “On a scale of 1 to 10, how would you rate our solution?” Or figure out your Net Promoter Score by asking clients how likely they would recommend you to others.
  2. Tops – Find out what your clients appreciate most about your collaboration. For example, by enquiring about the 3 aspects most valuable to them?
  3. Tips – Find out what they didn’t like or areas for improvement. Ask how you could improve your services or what you could have done to make the collaboration more valuable to them.

Optionally you could also ask…

  • How they found you / where they heard about you. In order to get an idea of the marketing channels to invest in.
  • What other challenges they face or solutions they are interested in. For cross- and up-selling opportunities.
  • About your non-obvious advantages. To strategically position yourself in a competitive market.

Using your clients’ feedback

Put a client feedback process in place. This prevents your from capturing client feedback for nothing. And allows you and your organization the opportunity to learn, get better, and grow.

I believe there are a couple of steps in this process: 

Step 1 – Capture the feedback.

Step 2 – Convert the captured feedback into data that your organization can actually use.

Step 3 – Close the internal feedback loop: report back to the people who can learn from the feedback and improve your solution.

Step 4 – Close the external feedback loop: report back to the client.

Step 5 – Use the feedback for marketing and business development purposes. Post grades and positive quotes on your website. Capitalize on cross- and up-sell opportunities. Showcase your non-obvious advantages.

Step 6 – Store the data for future reference – preferably in a client dashboard and/or CRM system.

Hope this helps!

Also, I’m curious to hear how you’re dealing with client feedback. Do let me know.

Thank you for reading MBD Spark #84 (formerly The Nudge & MBD Boost), sent on June 10, 2025.

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