Introduction
Creating a client satisfaction survey for an advertising agency involves asking questions that not only gauge the client’s satisfaction with the services provided but also offer insights into areas for improvement and potential for further collaboration. Our approach is to ask short punchy questions that give a quantitative response as well as an opportunity to say why they chose that response – the gold dust. The key is to then show you are listening and act on the data to build trust in the process and to deepen and improve client relations.
Below is a structured approach to designing such a survey:
1. Project Delivery
Timeliness: Was the project completed on time?
Quality of Work: How would you rate the quality of the final product?
Creativity and Innovation: How do you rate the creativity and innovation in our work?
Understanding Requirements: How well did we understand and meet your project requirements?
2. Communication and Support
Responsiveness: How satisfied are you with our responsiveness to your queries and concerns?
Clarity of Communication: How clear and transparent was our communication throughout the project?
Support: How would you rate the support provided during and after the project?
3. Results and Impact
Achievement of Objectives: To what extent did the project meet your marketing objectives?
ROI: How do you perceive the return on investment from the project?
Brand Impact: Have you noticed any positive changes in brand perception following the project?
4. Strategic Alignment
Alignment with Business Goals: How well do you think our strategies align with your broader business goals?
Understanding of Target Audience: How effectively do you feel we understood and targeted your desired audience?
5. Creativity and Execution
Innovative Solutions: Were there any areas where you felt more innovative solutions could have been proposed?
Execution vs. Proposal: How closely did the final execution match the initial proposal and your expectations?
6. Budget and Value
Budget Management: How satisfied are you with how we managed the budget for your project?
Value for Money: In terms of the overall cost of the project, how do you rate the value for money of our services?
7. Technical Execution
Technical Quality: For digital or technologically driven campaigns, how do you rate the technical quality and reliability of the final product?
Adaptability to Changes: How effectively did we adapt to changes or feedback during the project execution phase?
8. Agency Culture and Values
Cultural Fit: How well do our agency’s culture and values align with your organisation?
Sustainability and Social Responsibility: How important are sustainability and social responsibility to you, and how well do you think we perform in these areas?
9. Detailed Service Evaluation
For agencies offering a range of services (e.g., SEO, PPC, content marketing), asking for specific feedback on each service utilised can provide more granular insights.
10. Long-term Relationship and Trust
Trust Building: How has your trust in our agency evolved throughout our relationship?
Long-term Partnership: How likely are you to see us as a long-term partner for your future advertising needs?
11. Professionalism
Team Expertise: How would you rate the expertise of our team?
Problem Solving: How effective were we at solving problems that arose during the project?
Ethical Standards: How would you rate our adherence to professional and ethical standards?
12. Overall Satisfaction
Overall Satisfaction: Overall, how satisfied are you with our service?
Recommendation Likelihood: How likely are you to recommend our agency to others?
13. Future Collaboration
Future Needs: Are there any upcoming projects or services you need that our agency can help with?
Feedback for Improvement: What could we do differently to improve our service?
14. Optional: Open-Ended Questions
General Feedback: Do you have any other comments, questions, or concerns?
Additional Considerations:
Use of Visuals and Media: For projects heavily reliant on visuals, asking about the effectiveness and appeal of visual elements can be crucial.
Competitive Differentiation: How do you view our services compared to competitors? What makes us stand out, or where do we fall short?
Incorporating these elements can provide a more rounded view of the client experience, highlighting not only the immediate outcomes of a project but also the broader relationship and strategic fit between the agency and its clients. Tailoring questions to address specific aspects of a project or campaign can further enhance the utility of the feedback.
Guidance for Creating the Survey
Keep It Concise: Ensure the survey is not too long to avoid survey fatigue.
Scale Appropriately: Use a mix of rating scales for quantifiable feedback and open-ended questions for qualitative insights. Introduce the survey to your clients with a personal note from your CEO/MD or Head of Client Services to encourage clients to respond.
This structure aims to cover the breadth of the client-agency relationship, from project specifics to the broader impact of the work. Tailoring the questions to reflect the unique aspects of each project or client relationship can further enhance the survey’s relevance and usefulness.