Listen to Clients and your Team

One question I am often asked at seminars is “How can I get my team as committed to the firm as I am?”

Now in business coaching we look at a number of ways to increase individual and team commitment. Regular reviews, guidance, respect are all part of the package. However while there are many techniques – there is no doubt in my mind that the word “involvement” covers the most important and useful of them all. .

“Involving your team” in the running of your business will not only increase commitment, it will also make running your business easier because it will give you access to their experience and viewpoints – providing a greater information base.

By working with your people you can create an understanding and commitment to your business strategy and objectives. This clear focus and singular direction will also be a breeding ground for new ideas and continuous improvement.

Your team will like to feel ‘in’ on things and equally really like to help with ideas for improvement and maybe some opportunities for you. They are often your ears to the client’s comments and concerns.

Indeed the philosophy of involvement recognises that in most companies, the team is much closer to the customers than the owners are.

The idea of involvement doesn’t just end with your team. It applies to your clients as well. Your clients will really like to contribute ideas to help you as well.

Their view is important – not just because they are important to the health of the business but also because they will often see things differently about your business. What might seem like a nice informal arrangement to you might seem to be inefficient to them. On the other hand they may see areas in which your business can grow simply because they have the ears of their friends in the business. Involvement can lead to those all important Strategic Alliances we talked about last month.

This is certainly true for my business. That’s why we conduct client focus groups and constantly get feedback from our team on how we can improve.

Having agreed involvement is important, so what are some of the ways we can create meaningful involvement?

One of the best ways is consistently (say a minimum of every 6 months) have short interactive client phone feedback sessions and team focus group meetings.

Some may ask “what are client and team focus groups”?

A Client Focus Group

To serve its customers exceptionally well, a business must learn the act of listening – really listening – to what its customers are saying.

Unquestionably, the most rewarding way to truly listen is to invite a cross section of customers to a “Client Focus Group” phone feedback call. In the search of excellence in the field of customer service they are a necessity.

By organising a client focus group we hope to:

 Grow the business by listening to your customers’ perception of your strengths, weaknesses, opportunities and threats and give you an opportunity to use them in your strategic planning.

By actually asking for their opinions you will build team of clients that are in part keeping an eye on your business and on your competitors for you.


A Team Focus Group

A Team Focus Group involves inviting a cross section of an organisation’s team members to participate in a formal group discussion. It offers invaluable feedback and advice in improving the overall operations of the company and better meeting our client’s needs.

Remember while it is important to cover problems and key issues – this is also the forum to encourage creative thinking, allowing the team to be involved with the future of the business.

Let me say right now – it is also imperative that the team see that their ideas are appreciated and perhaps the best way to do this is to include them as part of your ongoing plans when appropriate.

Particularly involve young people as they tend to be most creative and innovative by age 30. They will gain in confidence, and, in the team environment, also gain in experience.

A Team Focus Group allows your team to: -

 Discuss their roles in the company and how they assist the company in achieving its goals.


 Express their ideas on improving the company’s performance in areas such as, customer service


 Provide their perception of management and the effectiveness of the organisational structure.

 Openly discuss their effectiveness as a team, how that can be further improved and what performance standards are in place.


Not only does it provide important information but it also builds fierce loyalty and commitment from amongst the team. Then you have a team dedicated to keeping an eye on improving the business whilst looking for opportunities.


So how do we do it?

Let’s start with your clients. Consider asking a good cross section of relatively happy clients, ten or more, questions such as: -

“If a business acquaintance asked you about your experience with (your company) would you give us an unqualified endorsement, yes or no? If not, why not?”

Having reviewed the information it is now time to share it with your team. Suggest improvements or opportunities – get the ball rolling.

At the team meeting ask for their views on improvements, what’s important to them in their jobs, how are we going with our client service and their views on work flow performance.

Armed with all of this great information it is critical to undertake two further steps.

1. Send thank you letters to clients and convey thanks in an appropriate form to your team….and,

2. Take action

As suggested if clients and your team see improvements happening, then loyalty & commitment will become entrenched in your firm as a result.

Client and team focus groups are highly rewarding opportunities to grow your business through improved service and innovation. Of course they are not chargeable hours however, consider this - chargeable hours determine your cash for today – non chargeable hours spent building commitment and loyalty will undoubtedly determine your future.