How Do You Know How You’re Doing?

Customer Satisfactin Gauge

One of the reasons I love sports is that you typically have a winner and a loser.  Of course winning is better than losing, but in either case you have clear results as a gauge to measure performance.  Maybe you hated exams in school as much as I did, but the same thing applies – the results were an indicator of how well you achieved certain objectives.  I realize there’s always more to your capabilities than the final score in a sports event or test, but these measures offer you something to work with.

How Do You Measure Relationships?

It’s much tougher to measure our effectiveness in relationships.  Among our personal and business connections, (unfortunately) everyone doesn’t get a trophy and maybe we’re not all winners!  How am I doing as a husband or father?  Do I serve the community well?  Does my company do a great job serving our clients?

At Howard Tech Advisors, we often receive compliments, and they always encourage us!  Thankfully we receive many more kind comments than we do complaints.  At the same time, does the absence of complaints mean that all or even most of our clients are happy?  That seems a risky assumption.  Moreover, someone who was happy with us last week might be frustrated with us this week.  Relationships and feelings change, and unless we create a regular feedback mechanism – how would we know?  Here are a few questions that we’re pondering at Howard Tech:

  • How can we track the satisfaction of our customers and business partners?
  • What’s the best way to analyze this data?
  • What can be done to improve the process(es) once we have collected enough data?

Our clients have options when it comes to their IT needs, and we don’t want to be lulled into complacency. Our desire is to be better than just “good,” we want to be “remarkable.”

Gauging the Success of Every Touch

The only way for us to make it there, is for us to ask. That is why we are excited to launch our new Customer Experience campaign, which will be released in April. We are carefully using the word “campaign” because we know you can’t just ask once. You must be intentional. We will be sending out a Customer Experience survey after every touch.


When a company hires Howard Tech Advisors, we go through an extensive onboarding process of learning and documenting infrastructure, implementing tools, training staff, and transitioning to our managed services team. We become very close with our clients during this time, as we are onsite as often as necessary. HTA needs to gauge our customer’s experience right from the beginning.


Similar to the onboarding process, projects can pop up at any time. In our case, a project may be upgrading hardware, an office move, or changing service providers. We want to make sure that we are doing the best we can at managing our time, our client’s time and any third party vendors.

Closed Support Ticket

Support tickets always have greater urgency to them than other interactions. We know that when our client reaches out to us with a problem, whether it is about a server crash or an unplugged printer, it is important to them. Because it is important to them, it is important to us. These are the touch points that we are constantly trying to improve because they are least predictable. Upon the resolution of a support ticket, our client will receive the Customer Experience survey as well.

Business Review

Howard Tech is beginning to visit with our managed service clients on a regular interval to evaluate their current technology and allowing the client to evaluate our services. This is also a time where HTA will make recommendations on how to improve their security posture, backup and disaster recovery plans, and help plan/budget for any upgrades that may be needed.

After each of these touch points, we want to gauge 3 main things:

  1. Are our customers satisfied with our service?
  2. What could have been done better to improve their experience?
  3. How likely are our clients to recommend us to a friend or colleague?

Additionally, we encourage comments and feedback. Asking these 3 questions will provide us a snapshot of customers’ satisfaction. Getting timely and consistent feedback is one of our priorities to drive Howard Tech’s success, so please look for our upcoming Customer Experience campaign. We want your feedback!