As a former marketing agency Founder and CEO, one thing I’ve always been obsessed with is client happiness—and knowing exactly where I stood with my clients at any given time. It’s not enough to assume that everything is fine because you’re meeting deadlines or delivering on promises. The reality is that, too often, businesses don’t know where they truly stand with their clients until it’s too late. In fact, a study by Bain & Company found that 80% of companies believe they deliver “superior” customer service, yet only 8% of their customers agree. That’s a massive disconnect, and it highlights the importance of getting a clear picture of your customers’ current level of satisfaction before you can make meaningful improvements.

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For me, the solution was creating a simple, yet effective, color-coded system to track client satisfaction. Every month, my leadership team and I would review a dashboard with “Green/Yellow/Red” signals to assess where each client stood. A “Green” status meant the client was happy and engaged, a “Yellow” meant there were warning signs, and a “Red” indicated that the client was at risk of leaving. This process was deeply ingrained into our culture and kept us proactive in managing client relationships.

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In addition to incorporating client happiness metrics into regular leadership meetings, there are more structured ways to get a deeper understanding of where your clients stand. These methods can help you move beyond just identifying potential issues to actively strengthening client relationships. In addition to the “traffic signals” framework mentioned above, below you’ll find three effective ways to measure where you stand with your clients:

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1. Deploy NPS Surveys to Gauge Satisfaction: The Net Promoter Score (NPS) survey is a widely used tool for gauging client satisfaction. It asks a simple, direct question: “On a scale of 0 to 10, how likely are you to recommend our company to a friend or colleague?” Based on the score, clients are divided into Promoters (9-10), Passives (7-8), and Detractors (0-6). Promoters are your brand advocates, Passives are neutral, and Detractors are dissatisfied and could be ready to leave.

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NPS is valuable because it provides a clear snapshot of your client relationships. More importantly, it allows you to focus your efforts where they’re needed most. If you identify Detractors, you can address their concerns quickly and work to improve their experience before they decide to part ways. On the flip side, Promoters can become key allies in growing your business by providing testimonials, referrals, or case studies.

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2. 1:1 Check-ins Outside of Project-Related Meetings: Another effective approach is scheduling regular 1:1 check-ins with your clients that go beyond the day-to-day discussions about deliverables and deadlines. These meetings are designed to get candid feedback on how the overall relationship is going, independent of specific projects. Clients often feel more comfortable sharing concerns or frustrations in this type of setting, which gives you the opportunity to address any issues early before they escalate.

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Make these check-ins a consistent part of your client relationship management, whether biannually or annually. Don’t just ask about the status of ongoing work—dig deeper into their satisfaction with the value you’re delivering, their future goals, and any ways you can better support them. This helps you stay aligned with their evolving needs and demonstrates your commitment to their success.

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3. Create a Customer Advisory Board: For a more in-depth understanding of how your customers feel about your business, consider forming a Customer Advisory Board (CAB). This is a group of trusted clients who meet regularly to provide feedback, insights, and strategic input on your company’s direction, offerings, and customer experience. CABs are especially valuable because they bring you much closer to your customers and provide an ongoing opportunity to gather input directly from the people who matter most.

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By involving key clients in shaping your business, you deepen their emotional investment and strengthen your relationship. Advisory boards help you understand your customers’ needs at a strategic level, allowing you to proactively adjust your offerings, fine-tune your approach, and stay ahead of their expectations.

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Building the Foundation for Long-Term Success

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When you make it a priority to measure client satisfaction, you’ll gain a clearer understanding of where you stand—and more importantly, where you can improve. Ultimately, knowing where you stand with your clients will help you transform satisfied customers into truly delighted advocates, which is the best lever you can pull to ensure breakthrough growth.

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Looking Ahead

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Measuring client satisfaction is just the first step in creating a stronger, more loyal customer base. In my next post, I’ll explore how to build a customer journey map and find ways to add and strengthen touchpoints, helping you create a seamless and delightful customer experience. Stay tuned for more strategies to elevate your customer relationships and accelerate growth!