Surveying customers is the best way to collect direct feedback. The information you gather can help you improve your service. That improved service, in turn, translates to repeat business and referrals. We found that 92% of Reader Panel members follow up with their clients — and that approximately 55% of them do so within one week. Of the 8% of respondents who do not follow up, 80% say they do not because they check with clients throughout the project.

*Due to rounding actual figures, these results do not add up to 100%.

What are the three most important reasons that you follow up?
What are the three most important reasons that you follow up?

In most cases, what form does this follow-up take?
In most cases, what form does this follow-up take?

In most cases, who conducts the follow-up conversation with clients?
In most cases, who conducts the follow-up conversation with clients?

How many questions are on your written survey?
How many questions are on your written survey?

What percentage of clients agree to complete the written survey?
What percentage of clients agree to complete the written survey?

In most cases, who conducts the follow-up oral survey with clients?*
In most cases, who conducts the follow-up oral survey with clients?*

How many questions are on the oral survey?
How many questions are on the oral survey?

What percentage of clients agree to complete the oral survey?*
What percentage of clients agree to complete the oral survey?*

Do you follow up once or multiple times?
Do you follow up once or multiple times?

How soon after the project is completed do you follow up? *
How soon after the project is completed do you follow up? *

If you follow up multiple times, how many times total do you follow up? *
If you follow up multiple times, how many times total do you follow up? *

If you follow up multiple times, how soon after the project is completed do you conduct the first follow-up? *
If you follow up multiple times, how soon after the project is completed do you conduct the first follow-up? *

How soon after the first follow-up do you make the second follow-up?
How soon after the first follow-up do you make the second follow-up?

What form(s) does the additional follow-up(s) take? (select all that apply)
What form(s) does the additional follow-up(s) take? (select all that apply)


Why do you follow up multiple times?

“Clients appreciate the opportunity to ask for little warranty ‘favors,' and it eliminates the nagging ‘this bugs me but it isn't worth calling about' items. No matter how much other marketing we do (and we do quite a bit), 70%-plus of our work is for previous clients or for direct referrals.”
Greg Graham, Graham Contracting, Wayland, Mass.

“When you do a remodel you become part of the clients' everyday lives, and they live with that remodel every day after you are gone. I believe that it makes clients feel like you are still there for them and you don't just see them as a profit margin. By keeping them thinking about us, when they hear of someone looking for a contractor, they know who to recommend.”
Cody Garretson, United Construction, Edmond, Okla.

What do you do with the information you gather?

“One, act on it. Two, share it with the company and individuals as appropriate. Three, file it for marketing use. Four, quote the praise in every marketing document and advertisement.”
Len McAdams, McAdams Builders, Kirkland, Wash.