Insight

Feedback is a gift

When it comes to evaluating overall performance as a marketing agency, nothing provides as good a sense of how you’re doing quite like client feedback.

Jane Read

2 minute read

April 8, 2021

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When it comes to evaluating overall performance as a marketing agency, nothing provides as good a sense of how you’re doing quite like client feedback.

In the 2000 film What Women Want, Mel Gibson’s character inherits the remarkable ability to hear what women are thinking. For marketing agencies, to have this power when it comes to understanding our clients’ needs sounds like a dream come true.

But the truth is we don’t need superpowers or psychic abilities. We can find out what our clients are looking for by asking them directly, provided that they’re willing to engage in the conversation.

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Agencies should ask the right questions

Sometimes the biggest barrier to providing feedback is not knowing how to put your feelings into words to start the conversation. But your marketing agency will be able to ask the right questions to help you to draw out which elements aren’t working for you. This conversation forms a key part of the collaborative process and will ultimately lead to a much better working relationship between you and your agency.

Clients must be open and honest

Providing feedback to your marketing agency should form an essential part of any project. Sharing regular and honest feedback throughout a project’s lifecycle facilitates a collaborative process between you and your marketing agency. Whilst it can often feel a bit uncomfortable sharing any negative feedback, this is crucial as can help your agency to create a picture of what you do and don’t like. This is not only helpful for the current project but can be kept in mind for the future.

The benefit of using Net Promoter Score (NPS)

Net Promoter Score (NPS) is a customer loyalty and satisfaction measurement which is calculated by asking clients, customers or employees how likely they are to recommend a product or service to others on a scale of 0-10. Those who score a 9 or 10 are considered ‘promoters’ and can be counted on to remain loyal. Likewise, those who score 6 or below are ‘detractors’ and likely to take their business elsewhere or, worse yet, make recommendations against working with that organisation to their networks. Those who score a 7 or 8 are ‘passives’ and have neutral feelings towards a product or service, and wouldn’t recommend your services to anyone.

Completing a quick NPS survey for your agency once a project has been completed can provide your agency with incredibly useful insights into how effectively they’re working with you. It enables the agency to build an understanding of what they are doing well and what they could be doing better, and keep doing the things that make working with them a good experience. It also helps them place their focus on turning detractors into promoters by improving their experience.

Here at Eleven, our clients come first in everything we do, and we always take their feedback on board to build relationships and continually improve our business. This collaborative and honest approach has bagged us an NPS of +86 which is a true reflection of how happy our clients are with the service we provide.

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Originally published:

April 8, 2021

Updated:

August 14, 2023

Jane Read

About the writer:

Jane is Eleven's Head of Client Services and has worked in agency-side client services for over twenty-five years, working with clients such as Channel 4, Hyundai and Guy's and St Thomas' NHS Trust. A skilled strategist, she enjoys digging into your brief and suggesting alternative approaches to deliver your objectives.

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