How to get valuable insights into what your key clients are thinking and what they really need.

1. Getting It Right With Key Clients
Independent Tailored
Client Survey Providing
Valuable Insights
1Horrocks Confidential July 2014

2. Objectives
• To take a ‘temperature reading' of client
satisfaction, across a statistically significant sample
of current and lapsed clients
• To help establish metrics against which
improvements or enhancements to sales, account
management and customer services performance
and behavior can be measured
• To help inform more effective account
management and relationship management
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3. Methodology – Online Survey
• Combined online Survey Monkey and face-to-face “in depth”
conversations
• Create bespoke survey monkey (approx 10 questions) emailed
to selected Client contacts
• Provides quantitative scores on:
o Account Manager styles and impact levels
o What is “best in class”?
o Understanding how Client measures “value”
o Effectiveness of contact strategy
o Effectiveness of relationship management
o Insight – how well do we know the Client?
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4. Methodology – Depth Interviews
• 6 – 10 face-to-face “depth” interviews with senior contacts
• Open – up “unmet” needs & requirements
• Follow-up process:
• Provide feedback within 4 weeks
• Face-to-face feedback meeting
• Follow up survey after 6 months
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5. Quantitative Feedback
10%
20%
30%
30%
10%
Response%
Inadequate
Adequate
Reasonable
Good
Excellent
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Q. In your opinion, what is the value of our products and services
in relation to the price paid?

6. Quantitative Feedback
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Q. Which services from our product portfolio would you come to us
for help with?

7. Qualitative Feedback
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Q. What are the things that we are doing well which you
would like us to do more of?
Q. What are the things that we are not doing well which you
would like us to stop doing?

8. Examples of “depth” Insights
• “most sales people and account managers that come to see me do not really
understand us but treat us like an organisation to sell to. There are a lot of ways we
could work together if they would ask the right questions”
• “the best service providers are structured to be account management (customer)
lead. I get the sense that XXX think internally first and customer second.”
• “you call me a major account but to me you
are not a major supplier so there is a gap”
• “my real concern is that XXXX people are
becoming complacent – I have others
knocking on my door that are hungrier”
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9. Examples of “depth” Insights
• “there were time during the initial on-boarding process when I felt that our sales
contact were not communicating down line to IT and operations but this improved
once our dedicated account manager got involved”.
• “where we are now is not what I want to talk about. Where we are going is what I
care about. Our suppliers need to understand that too if they want to be our
suppliers”.
• “I want to be challenged by my suppliers to
make me think outside the box but this is not
happening with XXXX”.
• “if there is one thing that I want it is continued
contact with the thought leaders”.
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10. Next Steps
Conversion of survey insights into:
• marketing messaging
• presentations & proposals
• offers & value propositions
• new business processes
• account management processes
• people development
10Horrocks Confidential July 2014