Extremely Satisfied Clients Rule

Real Estate X Games ... Last week's Dispatch,
Are Your Customers Happy? How Do You Know? (Jul 25) raised the Ultimate Question: "How likely is it you would recommend us to a friend?"

Peter Jardine at Highwoods Properties agrees that the Ultimate Question is critical. And the answer "corresponds very closely to the overall score our customers give us."

But Jardine cautions, "The ultimate value of any research effort is determined by what you do with the information. We have developed specific action plans and programs to maintain and improve satisfaction both inside and outside of Highwoods."

Naturally, every company wants satisfied clients. But as my friend Bob Potter points out, there is a huge difference between a "satisfied" client and a "highly satisfied" client.

"Satisfied clients invite you to compete again. Highly satisfied clients not only give you follow-on business (frequently sole sourced), they also refer you to others. They become, in effect, a surrogate sales force."

According to Potter's research, "Highly satisfied customers are much more likely to name a specific professional and use emotional language like comfort, trust, partner, team member, etc. They also are more likely to comment on value-added contributions related to a deeper knowledge ... of the unique aspects of a project, client situation and preferences."

Potter extends this argument in his book Winning in the Invisible Market: A Guide to Selling Professional Services in Turbulent Times. Bottom line: If a highly satisfied client perceives you as a "strategic partner," you've already got the business!

-- Peter Pike