3 Reasons to Conduct an End-of-Year Client Review

With the year evaporating before our eyes, it becomes easy to put everything off until next year. Don’t put off an end-of-year client review.

Most of us aren’t looking for another task at this time of the year, but an end-of-year review is dead-easy to administer and is a critical precursor to strategic decisions for 2022. 

Many of our subscribers collect ongoing end-of-matter feedback so this won’t apply. But, for those who don’t, here are a few reasons why now is the perfect time to take stock. 

1. You’ll identify your biggest priority for improvement

We’ve analysed tens of thousands of data points around client satisfaction, and it’s clear that service attributes are highly correlated. In other words, if you improve one thing, you’ll improve several. 

But this doesn’t mean you should pick a service attribute (like “reliability”) at random. Insteads, measure where your shortcomings are and make a firm-wide effort to address that one thing with almost religious discipline. 

For example, if you learn that the most common constructive feedback from clients is that response times are too slow, you might implement a firm-wide policy that all client requests are acknowledged (if not actioned) within 3 business hours. 

This will address a key bugbear of your clients and lift their perception of everything else you do. If you focus on something that your clients don’t evidently care about, it will have less impact. 

2. Client feedback is critical to pricing decisions

One thing the FirmChecker survey measures is client perceptions of price and value. By capturing data on what your clients think about your value for money, you’ll be able to see whether you’re:

  • Expensive but worth it
  • Expensive and not worth it
  • Under-selling yourself
  • Appropriately priced

This will have a big impact on your client acquisition, retention and margins in CY22 – so don’t fly blind. 

3. It will freshen up your profile

Clients can choose to leave reviews publicly or privately on FirmChecker. 

When they are critical, most clients will leave reviews privately as they simply want their concerns to be heard, and for your standards to improve. When they are positive, clients are generally happy to give you a shout out online these days. 

Take advantage of this fact and freshen up your FirmChecker profile with new reviews. Tens of thousands of service-seekers visit FirmChecker each year to inform their buying decisions, and they attuned to review recency. 

Also, it will give you a better shot at the Client Choice Awards, so start now! 

End of Year Request Template

We recommend conducting an end of year review via Electronic Direct Mail (EDM) sent from a recognisable sender from your firm. 

Here’s a template to minimise your effort. 

Hi {First Name}, 

As we come to the end of another year, we’d love your advice on what we did well in 2021 and, if you’ve suggestions, what we can improve in 2022. 

If you had a great experience, we’d also greatly appreciate it if you shared this with others! 

You can do all of the above here in just 3 minutes: {Your Unique FirmChecker Survey Link}

Thanks very much for working with us this year, and we look forward to seeing you in 2022. 

Kind regards, 

{Your Name}

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