We worked with our client to create a telephone survey with both open- and closed-ended questions. Topics included: image and reputation, strengths and weaknesses, quality of services, competitors used, evaluation of firm relative to competitors, client buying criteria and practices, forecast of expenditures for similar services, identification of related unmet needs, and potential measures to improve quality of service. We administered the survey to over 100 clients in different geographic regions and submarkets. We designed the survey so it could be administered in 20 minutes, but often our conversations with respondents lasted as long as 45 minutes.

Not only were we able to provide our client with aggregated analyzed results, but we also were able to provide them with the individual interview notes that contained a wealth of client-specific competitive intelligence and a database of all the survey data. The individual interview notes allowed the firm to address specific client concerns. In addition to all the knowledge our client gained from the client survey, they also developed a wealth of goodwill. Clients like to be asked their opinions.

The ultimate result was that our client did have to address a few concerns in order not to lose clients, and they did so effectively, thereby helping them to realize the full value of the acquisition.