Reinforcing Client Relationships Through Feedback

A loyal, multi‑year client ends a retainer with barely a goodbye email. Projects hit deadlines, budgets held, and yet the relationship still slipped away... In agency land, client churn rarely arrives as a dramatic flare‑up. More often it is a quiet drift: Slack threads go cold, the next‑quarter brief never shows, and the renewal line stays blank. The danger is that it feels painless until you add up the lost lifetime value, the scramble to backfill revenue, and the referrals that were never even requested. Silent churn hides in the gap between delivery and relationship management. Whenever “no news” is mistaken for “all good,” the countdown has already started. Let's apply a systems approach as we would across our Barrel Holdings agencies: The silent‑churn autopsy: - No quarterly business reviews (QBRs) or formal check‑ins - Value delivered wasn’t documented or celebrated - Leadership lacked a dashboard for account health - Post‑project follow‑ups never happened - Referral and expansion opportunities quietly died on the vine 1. Map the breakdown: - Missing QBR rhythm, feedback loops, health scorecards - No early‑warning indicators or escalation paths - No structured post‑delivery cadence to drive referrals 2. Re‑ground the team in core fundamentals: - Communicate exceptionally: relationships need rituals - Surface value: delivered work must be made visible - Define “healthy” clearly: simple, shared success metrics - Learn fast: lost clients become internal case studies, not mysteries 3. Fix the operational gaps: - Launch quarterly client feedback surveys (explore NPS + open prompts) - Add project debriefs/AARs as a mandatory close‑out step - Assign strategic sponsors to top‑tier accounts and track health scores in a live dashboard - Standardize a QBR template: goals, wins, upcoming risks, growth ideas 4. Reinforce with structure, rhythm, visibility, incentives, feedback: - Every key account has an owner responsible for retention insights - QBRs and health‑score reviews run every quarter, no skips - Account dashboards shared in weekly leadership meetings - Retention metrics baked into performance reviews and shout‑outs - Client survey results drive immediate tweaks to delivery SOPs 5. Watch the ripple effects: - AMs may need coaching to lead strategic conversations - PMs tie delivery metrics to client value, not just deadlines - Strong retention fuels referrals and upsells, compounding growth Success looks like: - 100% of top‑tier clients receive a QBR every quarter - Live health scores flag at‑risk accounts before contracts lapse - Churn rate drops, referral revenue climbs - Relationship health becomes a line item in every leadership review - Silent churn ends when relationship stewardship is systemized, not left to chance. == 🟢 Find this useful? Subscribe to AgencyHabits for weekly systems‑thinking insights. The full Agency Systems Playbook drops in May—subscribers get first access.

"Can you believe they completely ignored our feedback?" The prospective client's voice was filled with frustration. "It feels like they've forgotten we exist." This was more than just a complaint— and I knew right then that something had to change. We often talk about customer centricity, but how often do we truly reflect on what it means? My career started in a call center, where the customer was everything. Every call and every interaction was a reminder that the customer wasn't just a part of the business—they were the reason for it. As I've grown in my career, this mindset of "client first" has stayed with me. But hearing this client's dissatisfaction made me pause and ask: Are we really putting the customer first in everything we do? In the rush of targets, processes, and metrics, it's easy to lose sight of the customer. But when we do, the consequences are real—disconnected relationships, unmet expectations, and ultimately, lost trust. So, how can we ensure that customer centricity isn't just a buzzword but a guiding principle in our work? Here's what you can consider: 👉🏻 Listen, Really Listen: Take the time to understand your customers' pain points. What are they unhappy about? What's missing in their current experience? Truly listening can reveal insights that lead to better solutions. 👉🏻 Be Proactive, Not Reactive: Waiting for a problem to escalate is not the way to go. Anticipate your customers' needs and address potential issues before they become real concerns. This proactive approach not only prevents issues but also shows that you're not just meeting expectations—you're exceeding them. 👉🏻 Personalize Your Approach: Customers appreciate when you remember the little things. Whether it's recalling past interactions or tailoring your service to their specific needs, personalization makes a huge difference in how valued they feel. 👉🏻 Collaborate, Don't Dictate: Work with your customers, not just for them. Involve them in the process, seek their input, and make them feel like true partners. This collaboration builds trust and fosters long-term relationships. 👉🏻 Reflect and Improve: After every interaction, take a moment to reflect. What went well? What could be improved? Continuous reflection ensures that you're always aligning your work with your customers' evolving needs. Have you ever had a moment where a customer's feedback made you stop and think? I'd love to hear your experiences and any tips you have for staying customer-centric. #CustomerCentricity #ClientFirst #CustomerExperience

The Art of the Referral: Putting your clients first 🥇 At the heart of every successful referral strategy is a simple, timeless principle: putting your clients first. But why is focusing on your clients' success the key to building a thriving business through referrals? 1) Client-Centric Service: The Foundation of Trust Clients entrust advisors with their secrets and concerns. By prioritizing their needs and dedicating yourself to their success, you don't just provide a service; you build a relationship founded on trust. This trust becomes the bedrock of your reputation, a critical factor in word-of-mouth recommendations. 2)Cultivating a Referral Network: Beyond Transactions Referrals are not transactions; they are the natural outcomes of your exceptional value and service. Here are strategies to foster a referral culture: - Exceed Expectations: Go beyond the basic expectations of financial advice. Offer personalized insights, be proactive in communication, and provide educational resources that empower your clients. Exceptional service inspires clients to share their experiences. - Build Relationships: Deepen your client relationships beyond the numbers. Understanding their life goals, milestones, and challenges creates a connection that extends beyond professional advice to genuine care. - Ask for Feedback: Regularly solicit feedback to improve your services. Show your clients that their opinions matter, and you're committed to evolving based on their needs. A happy client is your best advocate. - Referral as a Service: Frame referrals not as a favor to you but as an extension of your service. Educate your clients on how their referrals allow you to help others achieve financial wellness. - Acknowledge and Appreciate: Always thank your clients for referrals. Whether it's a personalized note, a small token of appreciation, or a simple call, acknowledgment reinforces your value for the relationship. 3) Encouraging Word-of-Mouth: Best Practices - Seamless Experience: Ensure every client interaction is smooth, from onboarding to regular check-ins. A seamless experience is memorable and shareable. - Empower with Knowledge: Clients who feel informed and empowered are more likely to refer others. Use layman's terms to explain complex concepts and update clients on relevant financial news. - Be Visible: Maintain an active presence where your clients and their networks spend time, be it LinkedIn, community events, or financial seminars. Visibility keeps you top of mind. Final thoughts In essence, referrals in the financial advisory sector are about relationship-building. By focusing on delivering outstanding service that puts clients' interests first, you foster loyalty and create a culture of advocacy. Remember, when clients win, you win, and nothing speaks louder than the success stories of those you've helped navigate their financial journeys. #clients #referals #advisor #financialadvisor

Are your customers humans or just account numbers in your ledger? Do they feel nurtured or merely processed when they interact with your company? Despite the marvels of modern technology, it hasn't usurped the throne of the ultimate relationship tool in business - the art of one-on-one communication. It's this 'Human Touch' that forges the most potent emotional bond with a customer. But how do you infuse this Human Touch in your customer interactions? Instead of leaving you wondering, let me share a few practical, yet potent tips..." ⭐Personalize Communication: Tailor interactions to each customer’s needs and preferences. ⭐Active Listening: Fully engage with what customers are saying to understand their concerns. ⭐Empathy and Compassion: Show genuine understanding and concern for customers’ feelings. ⭐Follow-Up: Check in with customers post-interaction to ensure their satisfaction. ⭐Humanize Your Brand: Share relatable stories about your team and company journey. ⭐Accessibility: Provide easy access to human support, avoiding over-reliance on automation. ⭐Feedback Loops: Actively collect and respond to customer feedback. ⭐Surprise and Delight: Exceed expectations with unexpected gestures that resonate. ⭐Consistent Experience: Maintain a uniform, high-quality experience across all customer touchpoints. "Which of these tips resonate with you the most? Will you implement them? Or do you have a novel approach to share? Speak up - your insights might just inspire another business to improve their customer experience!

Ever had a client leave, and you didn’t see it coming? I have. And I’ll be honest, at first, I thought it was about performance. Maybe the results weren’t strong enough? Maybe another competitor had a shinier offer? But the truth was much simpler. They Didn’t Feel Heard 📉 The biggest mistake that leads to churn? Focusing too much on delivering and not enough on listening. We get caught up in providing value, hitting KPIs, and showcasing progress. But clients don’t just want to see numbers - they want to feel understood, involved, and valued. Here’s how I make sure clients never feel unheard again: 🔹 Ask the right questions Instead of just reviewing results, I ask: “What’s keeping you up at night?” or “What’s changed in your business that we should align with?” This turns conversations from reports into real strategy discussions. 🔹 Preempt their needs Clients shouldn’t have to tell you what they need next—you should anticipate it. AI tools like SurferSEO & Ahrefs help us track trends early, so we can bring solutions before they even ask. 🔹 Communicate beyond the numbers Clients don’t just remember great results, but they do remember how you made them feel during the journey. A simple, “I know this quarter was tough, but here’s why I’m excited for the next one,” goes a long way. Retention isn’t about preventing churn! It’s about deepening relationships. The moment a client feels unheard, they start looking elsewhere. But when they feel like you truly get them? That’s when loyalty is built. 💬 Your turn: What’s one mistake you’ve learned from that made you better at retaining clients?

Back in 2019, Kris, CEO of Sendoso (one of our partners), flew into Chicago. We grabbed lunch, and I asked what brought him into the city. He said, “I’m just visiting clients to get feedback.” He’d been all over the country doing the same. At the time, Sendoso was a couple of years into scaling, but here was the CEO, personally making the rounds to see how things were going. While this may not be possible or even critical for every organization, getting feedback is. Typically it comes in the form of a generic email form that gets deleted as soon as it’s received. Kris took a different approach to make it personal and real. That stuck with me. I’ve similarly made it a habit to stay close to the people we work with, reaching out one-on-one, asking things like: What’s working for you? What’s not? How can we do better? Sometimes it’s a quick call. Other times, it’s sitting down over coffee or lunch. And I find it significantly more effective. Larger organizations can do the same by breaking it down a bit. Segment your client base and identify high-impact opportunities to connect personally with key accounts. You could also schedule regional meetups or virtual town halls to engage multiple clients at once without losing the personal touch. Clients are much more honest and forthcoming when you take the time to personally ask.

💥 Feedback is a gift they say. But only if you trust the messenger. Too many leaders confuse sharing their opinions of your actions as feedback, and when it’s critical, they might remain silent. But silence doesn’t build trust. Accountability does. If you want a practical way to give feedback that builds clarity and connection (not conflict), try the SBI+A Method: Situation, Behavior, Impact — plus Action. It’s my favorite feedback framework and it can be used for affirmative AND constructive feedback for peers, your teams and your leaders. Here’s how it works, with real-life prompts you can use today - 💬 S.B.I.+A : 🟪 SITUATION Anchor the conversation in time and place. Be specific so the context is clear. -“In yesterday’s 1:1 with the client…” -“During our team meeting this morning…” 🟧 BEHAVIOR Describe exactly what was said or done — only what you observed. Keep it neutral, which can help to de-personalize the message. - “…you rolled your eyes when Marcus offered his idea…” - “…you proactively prepared a visual to explain …” 🟨 IMPACT Here’s the heart of the conversation. Focus on the effect, not your assumption about their intent. - “…it shut down the conversation and made it harder to hear different viewpoints.” - “...it strengthened the presentation and built client confidence in our work.” 🟦 ACTION (this optional, but powerful IMO) Suggest what to change — or what to continue if it was positive. This is also an opportunity to invite the recipient of constructive feedback to share what actions they will take in light of this feedback. Sometimes, this is best delivered in a follow-up conversation after the recipient has had time to process the feedback. - “In the future, try pausing before responding so we hold space for full ideas.” - “Keep doing that — your clarity helped move the project forward.” ---------- 💡 I think this model is helpful for people-centered, equity-driven leadership because: *It builds a shared language to talk about harm, even when it’s unintentional. *It helps us shift from blame to growth — perfect for leaders trying to close the gap between intent and impact. *It makes feedback feel actionable instead of personal. And most importantly, when done well: it gets everyone back on the same page!

“So you keep notes about our style choices?” “Absolutely! Here’s the link so you can check it out,” I tell my client, Ashley. Ashley’s the lead project manager at a full-service marketing agency. One of their marquee clients is a big fast food chain with … let’s just say 𝘲𝘶𝘪𝘳𝘬𝘺 style choices. For example, “Fried Apple Pie” is capitalized, but “fried okra” is not. And any trademarked terms must always be italicized … except in email subject lines because, well, it’s simply not possibly to italicize subject lines, you big goofball. Anyway, I’m sitting there staring at the style notes I just sent her: 5 glorious pages of notes we’ve thoughtfully accumulated and updated over the 3+ years of proofreading for this agency. Now, why in the world hadn’t we shared this style sheet with her sooner? Why indeed. That’s when I realized that, for years, I’d been thinking about feedback loops all wrong. Yes, we collect feedback. But we need to make sure it’s not an afterthought. Just telling our clients, “Let us know if you have any questions about our edits!” is not enough. Feedback loops are how I make sure our team at Super Copy Editors is doing the best possible job for our clients. We’re a long-term partner invested in their success, so getting things right, exactly the way 𝘵𝘩𝘦𝘺 want them done, is super important to me. This is why opening up more feedback loops and making it effortless (and not just welcomed) is one of my main goals for 2026. Here’s how I plan to make it easier for clients to give us feedback: OLD WAY: – Wait for clients to speak up. – Share our style notes when requested. – Ask for reviews. NEW WAY: – Add a quick “how to give us feedback” video to our onboarding flow. – Share our style notes by default and help clients feel like co-owners of this vital document by encouraging them to add to it. – Check in regularly. Let clients know their feedback won’t hurt our feelings; it helps us do a better job for them. – Ask for reviews. The new video will give simple ways for clients to share feedback so it doesn’t feel like homework: – Just shoot your finalized file over to us so we can see which edits you accepted and rejected. Easy-peasy. As always, we’ll update our style notes so we know these preferences going forward. – Or take a few quick screenshots of the relevant areas and send those to us. – For clients who use our secure portal, you can actually create a screen-share video with a single click and talk us through your thinking. – Also, the comments thread for each project in our client portal has an AI tool that can help you expand on your thoughts if you need a little help elaborating. Feedback is how we get better. It’s how we build trust. And it’s how we make sure every agency and marketing team we support gets work that feels unquestionably “them.” I’m excited to double down on this in 2026. How are you making sure your clients let you know what’s working and what’s not?

I heard Jason Fried, CEO at 37signals give feedback to a designer once, and it blew me away. Here’s what he said: “I like how you designed the save icon. It makes it clear that the work is being saved.” “I wish there was a way to show when the saving is done. “What if the icon turned green when it was finished saving?” Simple, right? But there’s some powerful psychology at work here. 1. Affirmation first. Jason starts with what’s working. This creates a sense of safety and keeps the designer open to feedback. People are more likely to listen when they feel valued. 2. Make it collaborative. Instead of saying, “This is wrong” or “You need to fix this,” Jason says, “I wish…” and “What if…” These phrases invite problem-solving rather than defensiveness. 3. Be specific. The feedback isn’t vague, like “Make it better.” It’s actionable: “What if the icon turned green?” Clarity reduces friction and makes the next step obvious. This isn’t just about design. It’s about leadership. Sales. Relationships. People respond better to feedback when it’s thoughtful, collaborative, and clear. So next time you give feedback, try Jason’s approach: I like. I wish. What if.

The 4 Most Effective Feedback Models Yesterday I did a virtual keynote with a Middle Eastern governmental organisation on effective feedback. Feedback is essential to trust and connection. Done well it can strengthen connections further. Here is some of what I shared that you may find useful. 1. SBI + EBI Model (Situation–Behavior–Impact–Even Better If) • Situation: Describe when and where the behavior occurred.  “In yesterday’s client call…” • Behavior: Describe exactly what the person did.  “…you took the lead on explaining our new proposal.” • Impact: Explain the result or effect.  “The client seemed more confident about our expertise.” • Even Better If: Offer a constructive suggestion for improvement.  “It would be even better if you paused to invite questions earlier, to boost engagement.” 2. BOOST + EBI Model (Balanced–Observed–Objective–Specific–Timely–Even Better If) • Balanced: Acknowledge both positives and areas for growth. • Observed: Refer to things you personally witnessed. • Objective: Remove personal bias. • Specific: Provide concrete examples. • Timely: Deliver feedback soon after the event. • Even Better If: Conclude with one actionable recommendation.  “Your presentation was well-paced. It would be even better if you used fewer slides to keep attention high.” 3. COIN + EBI Model (Context–Observation–Impact–Next Steps–Even Better If) • Context: Set the scene for when/where. • Observation: Describe specific behavior. • Impact: Share the effect on results, people, or outcomes. • Next Steps: Co-create solutions together. • Even Better If: Add a stretch goal or aspirational suggestion.  “Your report was clear and data-driven. It would be even better if you added a short executive summary for quick reference.” 4. Radical Candor + EBI (Care Personally–Challenge Directly–Even Better If) • Care Personally: Show genuine respect and support. • Challenge Directly: Be honest and clear about what needs improvement. • Even Better If: Offer a suggestion that supports growth and mutual trust.  “I know you’re deeply committed to excellence. It would be even better if you delegated more so the team can learn from you.” I hope this helps, do share it with anyone having to dole out feedback this time of year. Just one more speaking engagement to go to round out the year! Simone Heng #author #loneliness #humanconnection #keynotespeaker