Client feedback: it matters (and not in the way you might think)
For coaches, consultants and other service based businesses
For many service based freelancers working with individuals, “feedback” tends to mean getting past clients to write positive testimonials so you can use it to market yourself in glowing ways to potential new clients.
It can feel anxiety-inducing asking for feedback when you suspect a client hasn’t had the best experience you’re capable of giving. Instead of continually focusing time and attention on finding new clients, let’s consider the value of actively seeking out feedback from past and present clients - the good and the not so great experiences.
New clients vs happy clients
It’s natural that in a crowded freelance marketplace there can be a tendency to focus on sales, marketing and growth. Especially in the early years when establishing a business (and with people selling you their services to help you grow all over social media!). Focusing on existing clients, repeat business and referrals often gets relegated to a backseat; something to do when you think of it, have some spare time, or are more established. However, providing an amazing service that people love, want to talk about and recommend to others is arguably more important than gaining a constant churn of clients who have a mediocre - or worse - unsatisfying experience of your service. People talk after all.
Evolving and improving
Recognise feedback as a vital part of the process of evolving and improving your service, your understanding of the humans you want to serve and how you articulate what you do. You can’t really grow and offer the best service without gathering honest feedback, processing it and acting on it (where relevant) in a mature and professional manner.
Think of a time you’ve given a business or brand negative feedback and consider how it was dealt with and how that made you feel as a customer? The best businessed treat their customers with respect. You can do the same by gathering feedback as matter of course, showing your clients you value those relationships and deepening trust.
Awareness of power dynamics
It’s important to be aware, as someone who works with individuals, that there are always power dynamics present in any relationship. Especially when a person is seeking something: your help, your expertise, your guidance. There is a vulnerability in that and that's without even mentioning other dynamics that could be at play, perhaps your client has a health issue, disability or is marginalised in some other way. Allowing clients the opportunity to feedback and actively drawing out their honest thoughts is a change-making move for those who want to strive for more inclusivity in their work
How to gather feedback
During the contract/project
If you're a coach, you'll (hopefully!) be contracting and checking in throughout your sessions with clients. It's good practise to do this as any kind of consultant or service provider. Clearly framing your sessions or process upfront and managing expectations throughout to ensure all parties are aligned. What are the objectives, actions and outcomes for each session? How is everything tracking?
Some people provide an opportunity for feedback half way though an assignment, as well as at the end. Or an open opportunity via a form to feedback at anytime.
Be aware that it's a good idea to provide multiple/varying forums for feedback. Some people will feedback candidly in a session, some might need distance and a written form with multiple choice questions (for ease!). In a group setting, discussing how things are going in smaller groups can be a good way to go, then a group can feedback, which can feel less confronting than one person having to share their own thoughts
Be flexible and responsive to what feels right for you and your clients.
After the contract/project is over
Whatever you decide, you can always shift it around and change things dependant on situation. For example, I'd always advise if someone cancels - as hard as it can be if you know someone hasn't been satisfied - to go out of your way to seek feedback. Because this will really help you. I recognise there can be an attitude (often perpetuated by “girl boss” types on social media) of "well, they're not for me, forget them" but this is really missing a trick (not to mention being unprofessional).
This person's feedback could be very valuable to you in learning what's missing from your service/offering, helping you know where to invest in training or development. At the very least, learning what didn't work for them helps you narrow in on who you're not for and to amplify this in your messaging, so you're putting off those who aren't for you and attracting those who are.
It's never too late to ask! Set your ego aside, go back to old clients and start now!
Questions to ask
If you’re struggling to know what questions to ask clients, here are some examples for open questions to ask and explore. These could be sent in written form or used as the basis for a face-to-face.
Positives: As a result of our work together, how did you feel better equipped to address the issue/s you were facing? What did you gain from the work? What worked well? What did you enjoy?
Negatives: What didn’t work so well? Anything you'd like to highlight that was not as you expected, disappointing or could be improved in some way?
Improvements: Any suggestions for improvement? Anything you'd do differently? Or "it would be absolutely amazing if..."?
Please note, you don’t have to ask any or all of these questions, and, if you do, don’t have to act on all the answers!
How to frame feedback and not take it personally
Recognise that there'll be lots of positive feedback: You'll learn what to do more of; what's working; what people love; what messaging to highlight and amplify.
For feedback that's not so good, you’ll get valuable information on training and development you can do, what needs developing or dropping from your programme or offering, how to tighten and clarify your messaging, what audience you are not for, and more! It's all data on how to improve.
Ask yourself this question: if you weren't a company of one, would feedback feel personal?
Separate yourself from the service or offer you're providing. You are not your business. You are not the service you provide. Any feedback you recieve - positive or negative - is about your service, not you.
Struggling to detach from praise and/or criticism? Coaching can help. Enquire here.
