Tracking what a client is thinking and feeling about your service is very useful and necessary for continuous improvement. It is important to ask questions, gauge the temperature of the relationship, learn from your mistakes, and perhaps find opportunities to serve the client with an additional service (cross-selling).

Traditionally, the methods used to extract this information have been surveys, comment cards, and occasionally, face-to-face interviews. Many firms track levels of satisfaction through sampled surveys asking questions about the "value received for the fees charged", or "returning phone calls promptly".

All of this feedback is good and necessary; but allow me to suggest an alternative that addresses some of the weaknesses of the above methods, and gives you some very rich fuel for making strategic decisions.

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