I've often wondered why small and mid-sized organizations are less likely than large multinationals to measure client satisfaction, loyalty, and commitment. One argument I’ve heard says “Why bother measuring when the unresolved issues surrounding satisfaction, loyalty, and commitment are of far less significance for a smaller enterprise?”

I respectfully disagree. In response, I adapt Voice of the Client for professional services firms.

Small firms cope with competition and price pressures just like the big boys do. They have clients who love—and hate—their services. And small and mid-sized companies, just like the big boys, also have to focus and innovate to survive and prosper.

In fact, emerging companies actually have an added incentive to measure satisfaction, loyalty, and commitment: the loss of just one major client could result in more than a course correction; it could result in insolvency. So whether your company’s revenues are under $100M or even $1M, client issues do and will continue to have a monumental impact on you.

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