By Mike Schultz, Publisher
When I speak with leaders of services firms after they've conducted client research, they almost always assume that their satisfaction scores are perfectly fine. "We have all 4s and 5s," they say, as if to dismiss the conversation on that subject because they're in such good shape. Many service providers shoot for getting either a "4" (somewhat satisfied) or a "5" (very satisfied) out of 5 on their client satisfaction scores, and expect that this is all they need to do.
They're wrong.
According to the nearly 200 buyers of professional services whom we surveyed in RainToday's How Clients Buy: 2009 Benchmark Report, getting a "4" is not nearly enough to keep them as clients.
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