Tue, 15 March 2011
Marketing is many parts listening and one part using what you’ve heard to affect change in your organization. It is amazing what a simple client survey can do to validate what you do as an organization and give you the confidence to make changes that will positively affect the customer experience.
For the past year and a half, Hudson has participated in the Inavero, Best of Staffing™ awards sponsored by CareerBuilder. It is based on sending surveys to all of our clients that essentially asks a simple question – How likely are you to recommend us to a friend? The answer to that question, rated on a 1-10 scale speak volumes to how well we’re doing as an organization. If a client rates on a scale of 1-6, they are detractors, 7-8 are passives, and 9-10 are promoters meaning they would likely give us word of mouth recommendations. Inavero also collects the primary reason for the rating and anything we could do better with our service.
From a marketing perspective, the survey is golden because it gives us great client testimonials to put in our marketing materials. It helps us with our search engine optimization for people who might be looking for the best IT staffing agencies, or one of the best staffing firms for client satisfaction (: shaaaaameless linkbuilding right there baby :). It also gives us something to validate our quality to prospective clients and candidates. Here you can see one of the ways we address the survey in a web video from our CEO (a quick little production I did with a Flip cam):
From an organizational perspective the survey has even more benefit. It opens a communication channel with clients and helps to rescue relationships that may have ebbed in recent times. For a group spread far and wide like ours, a positive satisfaction rating gives employees a sense of pride. The direct feedback can also inject innovation into the service offering based on great ideas from clients. Overall, I’m convinced that periodic client surveys are a great way to build the quality of a staffing firm. After all, success is built one promoter at a time.
Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.