How to build a transformative client listening program

Understanding and acting on client feedback is crucial for success. At Rethink ABM – New York, I led a workshop with Ed Brunins, Vice President of Marketing, RQI Partners, and Christine Ferhat, Customer Experience Lead, CRB, where we discussed how to integrate client insights into your organizational culture and what happens when customer feedback drives strategic decisions. 

Here are seven steps for developing a successful client listening program:

1. Strategize and execute thoughtfully

The foundation of a successful client listening program lies in strategic planning and execution. Begin by defining clear objectives and identifying the best methods to gather feedback. For example, some programs are better suited to quantitative surveys, others are more successful with qualitative interviews, and some may benefit from a combination of both. We recommend using independent third parties to help collect feedback, ensuring that the insights you gather truly reflect client sentiments. This approach helps prevent bias, especially if clients are hesitant to criticize directly.

2. Disseminate insights across the organization

Disseminating information encourages a unified approach to addressing client needs and fosters a culture of transparency and collaboration – and raises the profile of marketing. Ensure that feedback reaches all relevant teams, from account managers to sales, so everyone can act on the insights. Assign a point person to ensure feedback is actioned and change is implemented. Ed from RQI Partners says that cascading their insights has had a profound impact across the organization. “At our all-company meeting, everybody started quoting our voice of the customer research. At that point, we realized that marketing was in charge of the meeting.” 

3. Measure and act on feedback

Regularly measuring the impact of your client listening efforts is crucial. CRB’s Christine says, "We have KPIs in place to measure the feedback that we're getting," highlighting the importance of keeping up the momentum and not letting insights sit unused. By setting measurable goals, you can track improvements over time and adjust your strategies as needed to enhance client satisfaction.

4. Embed feedback into strategic planning

Timing your client listening efforts to coincide with strategic planning can be highly beneficial. "Sales and marketing are super-happy to have this kind of data to take into their planning sessions," says CRB’s Christine. Use client insights to inform both short-term actions and long-term strategic goals. This alignment ensures that the organization remains responsive to client needs and can adapt to changing market conditions.

5. Foster a culture of client-centricity

Integrate client feedback as a fundamental aspect of your company culture. "It has transformed the way the business looks at how our customers talk to us," says RQI’s Ed. By making client insights central to your operations, you can enhance relationships and drive organizational success. Encourage all employees to view client feedback as a valuable resource that informs their work and contributes to the company's overall mission.

Learn how we partnered with a leading professional services firm to redefine its approach, setting a new standard for client engagement and driving sustainable growth in a competitive market.

6. Utilize technology for better insights

Leveraging technology can significantly enhance the effectiveness of your client listening program. Advanced analytics tools and data visualization platforms can help process large volumes of feedback quickly and accurately. These tools enable organizations to identify trends, uncover hidden insights, and make data-driven decisions. By integrating technology into your feedback process, you can gain a more comprehensive understanding of client needs and preferences.

7. Encourage continuous improvement

A successful client listening program is not a one-time effort but an ongoing process. Consistently refine your feedback mechanisms and strategies to reflect changes in client expectations and market dynamics. Encourage teams to view client feedback as an opportunity for continuous improvement. By fostering a mindset of adaptability and growth, organizations can remain agile and responsive to client needs.

Embrace the power of client feedback to enhance your organization's success and ensure long-term growth. Contact me at Sarah.DeFreitas@momentumitsma.com to discuss how research and client listening services could transform your go-to-market strategy.