The document outlines a client feedback program aimed at helping businesses enhance growth by proactively gathering and analyzing client feedback. It emphasizes the importance of understanding client needs through systematic research processes, highlighting the benefits of candid feedback, benchmarking, and competitive differentiation. The program involves detailed steps from planning to reporting and emphasizes the value of existing clients as a key resource for business development.

1. Listen Hard and your clients will reveal the secrets to GROWING your Business!
Client Feedback Program

2. Listen Hard and your clients will reveal the secrets to GROWING your Business!
About Client Opinions

3. 3
Our Mission
* Provide an automated, measurable, and continuous
method of obtaining client feedback
What We Do
Why
* To ensure client research is a proactive and on-going part
of the way a company does business
* To help businesses anticipate problems, capitalize on
opportunities, and deepen business relationships

4. 4
Our 10 Core Beliefs
#1 You can't avoid getting client feedback.
#2 Your only choice is… how you get feedback, proactively or reactively?
#3 Listen hard and your clients will reveal the secrets to growing your business.
#4 Internal feedback is necessary but not sufficient.
#5 If you can't measure it...you can't manage it.
#6 The ROI on new business from an existing client is mostly "R“.
#7 Existing clients are your best prospects.
#8 Clients are the DNA of your business....learn about the building blocks of your company.
#9 Asking clients for their feedback is the highest form of respect you can offer.
#10 A systematic client feedback process is a strong "competitive differentiator".

5. 5
Representative Clients

6. Listen Hard and your clients will reveal the secrets to GROWING your Business!
The Business Challenge

7. 7
The Benefits of Client Research
According to Our Clients
46%
47%
49%
65%
69%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Other
Provides unbiased
feedback
Builds client goodwill
Proactively identifies
potential
problems/opportunities
Helps you better
understand client needs
Percentage of Respondents Selecting
What is the primary benefit of fielding a client feedback survey?
Source: Client Opinions Research, 2007
Identifies cross selling opportunities
Identifies clients at risk
Educates clients

8. 8
Why These Firms Chose to Outsource
to Client Opinions
1. Third Party Objectivity
 assures that the survey process is objective and bias free.
1. Candid Feedback
 results in more candid and honest feedback.
1. Minimizes Distraction
 allows you to focus on your core competencies.
1. Execution
 Client Opinions will focus on the execution of the program to make things happen.
1. Benchmarking
 enables comparisons of your organization with competitors.
1. Expertise
 taps the knowledge of experts in survey design and implementation.
 The principals have over 50 years of experience working with financial services. Our firm has
worked with over 200 financial service organizations.

9. Listen Hard and your clients will reveal the secrets to GROWING your Business!
The Client Research Process

10. 10
The Client Feedback Program
Research Components & Timeline
Month 1 Month 12Month 6
Initial
Baseline Survey
15-20 questions
Annual
Tracking Survey
15-20 questions
Interim Flash Survey
3-5 questions
Ongoing
Win/Loss
Survey
Ongoing
Win/Loss
Survey

11. 11
How It Works:
The Client Research Process
Step 1
Program
Planning
Step 2
Survey
Development
Step 3
Survey
Deployment
Step 4
Data Analysis
Step 5
Reporting
Step 6
Consultation
& Review

12. 12
Roles & Responsibilities
Steps Client
Opinions
Your Organization
1. Program Planning
2. Survey Development
3. Survey Deployment
(email and/or mail)
4. Data Analysis
5. Reporting
6. Consultation & Review

13. 13
A Few Things You Will Learn
1. Overall Satisfaction. How satisfied are clients with your organization?
2. Willingness to Refer. Which clients would/would not recommend your organization?
3. Brand Image. What thought comes to mind when clients think of your organization?
4. Business Support. Client satisfaction with your support of their business needs.
5. Product Awareness. What products/services that you offer are clients aware of?
6. Product Satisfaction. How satisfied are clients with your specific products/services?
7. Process Improvements. How could your organization’s processes be improved?
8. Competition. What competitors are clients using to support their business?
9. Competitive Differentiation. What do clients perceive as the biggest competitive advantages
your organization offers? Competitive disadvantages?
10. Client Enthusiasm. What would make clients enthusiastic about your organization?
11. Suggested Improvements. Client suggestions on how to serve them better.
What should your organization start doing? Stop doing? Continue Doing?
12. Education. What topics are clients interested in learning more about?
13. Interest in Prudential Programs. What new products, product enhancements, or programs
would clients most like to see?
14. Individual Client Response Profile. How each client answered each question.

14. 14
Final Reporting & Actions
Making sense of the data can often be overwhelming and difficult.
How can we organize feedback into meaningful business insights?
Strengths Weaknesses
ThreatsOpportunities
Revenue
Momentum
Retention
New Business

15. Listen Hard and your clients will reveal the secrets to GROWING your Business!
Sample Report

16. 16
Brand Image
When you think of ABC, what immediate image/thought comes to mind?
23%
24%
33%
40%
71%
75%
0% 20% 40% 60% 80% 100%
Creative
Innovative
Breadth of products
Thought leader
High touch client service
Cutting-edge technology

17. 17
Awareness of Products/Services
1
2
3
1
2
3
Unaware Aware & use Aware, but dot not use
Which of the following ABC core products/services are you aware of and/or
using to support your business?
Unaware Aware & use Aware, b
Product A Product B Product C
2%
76%
22%
7%
52%
41%
5%
48%
47%

18. 18
2006 2008
Very Satisfied 19% 35%
Satisfied 46% 48%
Somewhat Satisfied 27% 13%
Not Satisfied 8% 4%
(%respondentsanswering
“satisfied/verysatisfied”)
2006 2008
Overall satisfaction (% “satisfied/very satisfied”) with ABC has
improved
from 65% (2006) to 83% (2008).
Trends for Overall Satisfaction
65%
83%
0%
20%
40%
60%
80%
100%

19. 19
Change in Overall Relationship w/ABC
1
2
3
4
5
How do you feel about your overall
relationship with ABC today vs. a year
ago?
# of
Respondents
% of
Respondents
Far better 12 7%
Better 42 26%
About the same 91 57%
Worse 15 9%
Far worse 2 1%
TOTAL 162 100%
Far
better
7%
Better
26%
Worse
9%
About the
same
57%
Far worse
1%

20. 20
Satisfaction with Business Support
Please rate your level of satisfaction with the quality of the following:
(% rating “satisfied/very satisfied”)
41%
45%
45%
48%
76%
95%
97%
0% 20% 40% 60% 80% 100% 120%
Client Education
Reporting/Statements
Online Capability
Communication
Client Service
Industry Knowledge
Technology

21. 21
Satisfaction with Business Support
Data Breakout
Please rate your level of satisfaction with the quality of the following:
# of
Respondents
Not
Satisfied
Somewhat
Satisfied Neutral Satisfied
Very
Satisfied
Very Satisfied/
Satisfied
Technology 150 0% 0% 3% 12% 85% 97%
Industry Knowledge 151 0% 0% 5% 14% 81% 95%
Client Service 156 0% 11% 13% 14% 62% 76%
Communication 153 5% 15% 32% 26% 22% 48%
Online Capability 155 7% 15% 33% 27% 18% 45%
Reporting/Statements 147 8% 12% 35% 25% 20% 45%
Client Education 155 11% 18% 30% 24% 17% 41%

22. 22
Importance*
Strategic Improvement Focus AreasSatisfaction**
(%rating“satisfied/verysatisfied”)
100%0%
0%100%
(% rating “important/very important”)
Doing the Right Things Right
3
1
2
Elements of Service:
1. Technology
2. Client Service
3. Industry Knowledge
4. Reporting/Statements
5. Communication
6. Client Education
7. Online Capability
**Please rate your level of satisfaction with the quality of the following:
A positive working relationship, education and responsiveness are key areas to improve.
*Please rate the importance of the following:
5
47
6

23. 23
Business Growth Opportunities
Clients interested in additional services
Victoria D.
Bob M.
Anne S.
Mr & Mrs. Paul W.
James B.
Bill S.
Conner T.
Daina S.
Donald C.
Andrew P.
Jane & John M.
Lindy R.
Larry M.
Lee S.
Chris G.
Matt W.
Juan G.
Kenneth H.
Scott R.
Ricky N.
Ellen R.
Michael S.
Alex G.
Chad D.
Mike M.
Nancy & Rick W.
Ed & Cheryl P.
Clients who would definitely recommend ABC
Service A Service B Service C Service D
Mr. & Mrs. Paul W. Victoria D. Anne S. Tammy P.
Tammy P. Anne S. Bill S. Scott R.
Larry M. Tammy P. Larry M. Chad D.
John D. John D. Ellen R.
Michael S. Scott R. Nancy & Rick W.
Louise M. Louise M.
Referrals
Requests for Information

24. 24
Potential Product Feature Enhancements
How necessary are the following potential enhancements from a product
feature standpoint?
# of
Respondents
Not necessary
to have Nice to have Must have
Feature A 49 4% 63% 33%
Feature B 49 6% 74% 20%
Feature C 49 2% 84% 14%
Feature D 51 5% 10% 85%
(%answering“must
have”) 85%
33%
20%
14%
0%
20%
40%
60%
80%
100%
Feature D Feature A Feature B Feature C

25. 25
ABC’s Competitive Advantages
The biggest competitive advantage that ABC has relative to other providers is…
# Comments % Comments
Product Uniqueness 47 40%
Service/Support 18 15%
Price/Cost 16 14%
Technology 12 10%
Other 24 21%
TOTAL 117 100%

26. 26
Use of Competitors
3%
3%
4%
8%
8%
15%
17%
0% 5% 10% 15% 20%
Competitor F
Competitor G
Competitor E
Competitor C
Competitor D
Competitor B
Competitor A
In addition to ABC, which competitors do you use to support your business?
(% indicating use of a specific competitor)

27. 27
Suggested Improvements
Clients identified a suggested improvements (44) for ABC overall.
A Few Representative Comments*
Client Service related (18) Product related (15) Process related (11)
I’d like to see more information posted
on the website including easy access to
common reports & statements we use
on a regular basis.
I am delighted with the
improvements the company has
made in terms of technology and
scalability of the platform over the
last 12 months.
As a new client, I found the
implementation process to work very
smoothly, but it would be helpful to
have an organization chart with
contact information for key employees
that helps me understand who does
what within the firm.
I think it’d be really helpful to have an
annual client conference where I could
meet other clients of the firm where we
could meet and discuss solutions to
common issues.
We would appreciate more
assistance with sales & distribution,
perhaps using a web-based
technology platform.
The client service process seems to
be working well with the exception of
communicating turnover of your staff
which I think could take place in a
more expeditious fashion.
( ) = # of client comments in grouping

28. 28
Gap Analysis
ABC’s Management ABC’s
Clients
(1=Low and 5=Very High)
0
Please rate your level of satisfaction with the quality of the following:
Technology
Industry Knowledge
Client Service
Communication
Reporting/Statements
Client Education
Online Capability
Areas of
Alignment
between
Management &
Clients
Areas Where
Management
Feels Differently

29. 29
ABC Should Start, Continue & Stop…
ABC Should Continue Doing….
Comment
Continue doing the quarterly client conference calls and monthly education webcasts. I find these programs to be
extremely valuable in allowing interaction with my peers and staying on top of industry trends and innovation. Keep up the
good work!
What organizational/business changes could we make that would make you truly
enthusiastic about doing more business with ABC?
ABC Should Start Doing….
Comment
About the only thing that I can think of is the length of processing time and lack of transparency that exists when a client
service order is requested. It seems to me that faxes are often lost, misplaced and then it ends up taking additional time
to complete the service order.
ABC Should Stop Doing….
Comment
Delaying the account opening process. Most of my accounts have been opened without a problem, but I currently have
three accounts that have taken a month to open. It is a joint rep account and because the data was entered by the other
rep I am unable to help correct problems via my computer.

30. 30
Individual Client Response Profile
Shows how each client answered every question to pinpoint issues

31. 31
Dashboard – Taking Action
Service Level Targets
2008 2009 Goal Action Needed Owner
CORE SATISFACTION METRICS
Overall Satisfaction (Referenceability) 83% 100%
SATISFACTION DRIVERS
Website
(% clients satisfied/very satisfied)
-Content
-Navigation
70%
28%
80%
50%
Client Service
(% clients satisfied/very satisfied)
-Responsiveness
-Clear understanding of goals
-Accessibility of staff to answer questions
-Industry knowledge
-Communicating effectively
45%
85%
56%
67%
83%
80%
100%
80%
80%
100%
Reports & Meetings
(% clients satisfied/very satisfied)
-Quality of in-person meetings
-Quality of reports/statements
-Timeliness of reports/statements
-Frequency of in-person meetings
85%
80%
77%
83%
100%
100%
80%
100%
# Clients expressing interest in services 35 requests Follow-up with each client
Management
to Complete

32. 32
This study was independently conducted by:
www.clientopinions.com
205 Telluride Trail
Chapel Hill, NC 27514
Phone: 919.913.7182