The Importance of Asking for Client Feedback and How to Use It to Inform Change
Every PR and marketing firm says they want to exceed client expectations. Surprisingly, though, very few agencies have standardized processes in place for pursuing and quantifying feedback about their teams and the work they do. Is it possible to obtain this kind of information? Could it help an agency pivot when needed to maintain high standards?
At Greenough, we believe the answer to both of those questions is an emphatic “yes,” and that’s why for the past two decades we have actively sought candid feedback via our annual client satisfaction survey. The data we collect provides us with valuable insights about how our agency is being perceived and what, if anything, we could be doing to improve. In addition, the process of conducting and tabulating the survey has taught us many lessons over the past 22 years. Here are five of the most important:
Enhanced Communication Builds Trust
Amidst all that is continually evolving in PR and marketing, there has been one constant: clients want, and need, communication. Strategies and tactics can change on a dime, so keeping everyone—clients, teams, media—informed and on the same page is critical. But communication isn’t only the foundation of effective campaigns; it also builds the trust necessary for honest dialogue. Over the years, we have found that most clients are happy to respond to our survey request based on the open lines of communication we have established.
Measure What Matters
There is no need to ask clients to answer 20 pages of questions that, ultimately, won’t provide any relative metrics. Get straight to the point to discover how clients assess performance, client relations, and results. At Greenough, we ask every client to rate us on a variety of factors, including: how well we’ve delivered on their business goals, how much passion we’ve demonstrated for their business, how well we understand what they do, if they view us as an extension of their team, if they would recommend us as their agency of record, and the value they feel we’ve provided for their budget.
Make the Survey Easy to Complete
As much as we would love to hear from our clients in their own words through open-ended responses, we have learned that it is not realistic to expect clients to take the time to provide that level of detail. We ask our clients to rate each question on a 1-10 scale and give one overall summary comment with specific feedback. We have found this format results in a higher response rate.
Use the Results to Inform Change
Why bother conducting a survey if you do not act on the feedback? We take our satisfaction survey seriously and have a genuine desire to do better for each and every client. In fact, we consider it one of the key reasons Greenough has a reputation for such high standards and willingness to serve. We go so far as to incorporate areas for improvement into client objectives and define specific actions to address each point. For example, based on feedback we received, we’ve continued to:
- Build out our integrated marketing offerings, which now include account-based marketing, digital strategy, and campaign optimization and support
- Expand our team of media, content and marketing professionals
- Reimagine our website and recently relaunched to improve access for current and prospective clients and employees
In today’s competitive marketplace, it makes no sense to guess what is and isn’t working with your clients. We say “ask.” By utilizing a client satisfaction survey and applying the results, we have maintained an impressive retention rate while forging a path as an industry leader in integrated marketing, content development, and brand strategy. Our client satisfaction scores are the ultimate validation of our efforts, but perhaps our proudest takeaway from our survey is that every single one of our clients said they would recommend Greenough – and that’s information we are very pleased to know and share.
What our clients say
Ameresco
Leila Dillon, SVP, Corporate Marketing and Communications
It's clear that the Greenough Communications team has a deep understanding of the clean tech and climate transition spaces. Within the first month of working together, they were able to land interviews with The Washington Post, The New York Times and Canary Media, just to name a few! Since working together, we've seen our media coverage and quality increase significantly across the board. We value Greenough's partnership are looking forward to our continued work together.
Boston Micro Fabrication
Laura Galloway, Marketing Director
As a small marketing team, having an agency partner that feels like a true extension of my team is invaluable. The Greenough Communications team is professional, responsive and has taken the time to understand our business, putting our brand in front of the customers who matter for our growth. I’ve been very happy with our first year of partnership and look forward to future success.
Acrolinx
Mariana Just, Vice President, Marketing
We started working with Greenough Communications over a year ago, and it's been a fantastic journey. They really understand who we are at Acrolinx and what we want to say. Their ability to amplify our message in a crowded AI space has been impressive, delivering solid media results in the outlets that matter, securing the AI Breakthrough Award, and boosting our executive team's social media presence. As we continue our partnership, we're excited about expanding our reach and market presence, building upon our refreshed positioning and messaging with Greenough's expertise guiding us every step of the way.
IQE
Steven Curwood, Director of Corporate Marketing
At IQE, one of our goals is to demystify the vital role compound semiconductors play in the industry and the future of innovation. As we aim to broaden our brand's reach in the U.S. market, finding an agency that understands our technology and the intricacies of our work is crucial. Greenough Communications stood out as that agency from the start. In the short time we've worked together, they've already validated our choice with opportunities in key media, including CNBC, NPR, and the U.S. trade media that will move the needle for our brand and message. There's much ahead for us, and we're excited to have the Greenough team by our side.
Arbella Insurance
John Donohue, CEO
Our Greenough team has excelled in learning our business and our challenges and has been extremely effective in developing and executing a PR strategy that helps drive our success.
Wolters Kluwer Health
André Rebelo, Global Marketing Communications & Public Relations
Our Greenough team has been a strategic asset in sustaining targeted growth in our PR and external communications. The team really operates like an extension of our internal team, aligned and effective. They've deftly balanced the needs of multiple sub-groups' objectives and needs, getting great results in the publications our customers read.
GlobalFoundries
Laurie Kelly, Chief Communications Officer
Greenough Communications has been more than just a PR agency for us at GlobalFoundries; they've been true partners. From navigating our IPO to driving impactful education campaigns like the one leading up to the passage of the CHIPS Act, they've been instrumental in showing the world our leadership role in this new technology era. Their knack for building connections with the industry and our team, including our executives, has been impressive. Every year, we throw new challenges their way, and they keep delivering. As we move ahead together, we're excited to keep pushing the boundaries, sharpening our brand narrative, and taking our brand awareness to the next level.
Integrated Marketing
Content Development
Public Relations
Brand Strategy
Integrated Marketing
Content Development
Public Relations
Brand Strategy
Public Relations
Brand Strategy
Integrated Marketing
Content Development
Public Relations
Brand Strategy
Integrated Marketing
Content Development
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