The success of your business is dictated by the attitude of your clients.
We are all aware of how one vocal client can have a disproportionate effect on decisions - that is why they do it!
However, the silent drifters are a more dangerous breed - these are the folks who either do not like their experience with you or, more insidiously, find it indifferent and quietly take their business elsewhere.
Alternatively they may be dual vet users with no lasting loyalty or commitment to your practice, using you only as a 'fire brigade' service and taking their valuable routine business elsewhere.
To discover what the body of your clientele really thinks, why not survey a random selection of them at intervals to track trends? Test out ideas for new or altered services and find out what features of your practice they like and dislike. At the same time they will feel engaged with your practice and become more loyal and frequent clients.
An easy option is to ask clients to complete an exit survey as they leave the practice. This can be valuable, but do remember that you may be selecting clients who are already loyal. Also, if they are to leave the forms in a box, there may be a tendency for them to be polite. Very few people like 'confrontation' and it is often easier to avoid the issue.
We have all endured a dreadful meal in a restaurant, only to answer 'Fine, thank you' when the waiter asks if everything is satisfactory. Very British, very polite, just as our mothers taught us, but of no use whatsoever to the restaurant owner who may never know that you have no intention of sampling his wares ever again!
So before you start to design a survey, be clear what it is you are trying to achieve.
Design a survey fit for purpose
What are you trying to discover about your practice?
Do you just want a pat on the back, like the waiter in the restaurant?
Do you want constructive ideas about areas where clients think you have failed to achieve optimim results? e.g. waiting times, opening hours, polite staff etc.
Do you want to test new ideas? e.g. a new branch in a satellite village.
Decide who you are going to target
Do you want to survey your existing loyal clients? e.g. your platinum clients
Do you want to find out more about your infrequent clients? Do they purchase goods and services elsewhere?
Do you want to target potential clients e.g. what would draw them to your practice?
Get honest answers
Give people time to consider their replies.
Allow them anonymity to say what they really think.
Textual answers will give you more ideas but are harder to collate and summarise. Beware of falling into the trap of being over-influenced by a vocal minority. This method can be suitable for relatively small surveys.
Tick box answers are quicker to complete and easier to analyse. A larger, statistically robust sample size will ensure that the results are reliable.
Beware of constraining the answers to too narrow a choice.
Analyse the results
Perform a thorough statistical analysis of all of the answers.
Don't make the mistake of using the results selectively to support a gut feeling.
Your clients have taken the time and trouble to give you valuable information. Don't miss the message.
Compile a report
Use the results to perform a SWOT Analysis on your practice.
Incorporate the results into your Business Plan.
Strengths should be built on.
Weaknesses should be addressed.
Opportunities in your clients' messages should be exploited.
Threats to your business need acknowledging and plan to avoid them.
Use the results
You have generated a very valuable resource
Make it pay for itself.
Don't let it gather dust on the shelf.
Your clients know more about important parts of your practice than you.
Ask them, learn from their answers and reap the rewards
about organising a survey, e-mail us at 