By Charles H. Green
Should you or shouldn't you do performance satisfaction surveys of your clients? On the one hand, how can you improve if you don't know what went wrong? On the other hand, don't surveys just chase the cow after it's out of the barn? How will your clients react to the process?
As with many ostensibly either/or questions, this one is best answered by defining our terms. Client feedback is indeed critical, but how you get it varies radically by what you are trying to find out.
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