Here are some ways you can capture actionable client feedback:

Rely on anonymity. Whatever feedback effort you launch, let your clients respond anonymously, and respect their right to do so. This simple adjustment can instantly increase the openness of your clients.
Use targeted surveys. A blanket survey might glean some useful information, but you are likely to learn even more from your clients if you group them into subcategories. Perhaps you craft a survey specific to age groups, business owners, product specific (life insurance, for example), and so forth. This approach allows you to ask more targeted questions and to tie what you learn to more meaningful demographics.
Respect your clients' time. With any survey or feedback effort, there is a strong correlation between the time it takes to fill out and the overall completion rate. The longer the survey, the less responses you can expect to get, so hone your questions into key focuses rather than trying to ask about everything and anything at once.
Use a third party to conduct surveys. We have done this for advisors and for industry organizations, and we see a clear difference in the depth and nuance of responses that we receive. You can maintain your respondent's anonymity by using third party callers, and you can create a dynamic where the caller can adjust the conversation to the responses, exploring nuances and unpacking points that seem interesting. The result is much more in-depth information about how your clients feel about your business and their role in it.
Add exit interviews to your process. Your current clients are valuable sources of business intelligence, but your previous clients have useful insights as well. This audience can be more difficult to engage (and it might even be uncomfortable for you), but they are worth reaching out to via email survey or even by a phone follow-up.

There are plenty of growth opportunities outside of your business — and you should be pursuing those — but ignoring the growth opportunities inside of your business can mean missing out on opportunities that not only make the whole of your practice more profitable but also makes your work more enjoyable.

Special Reports /

5 ways to fix the blind spot inside your insurance business

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