win loss analysis illustration

Taking Client Satisfaction One Step Further: Detecting At Risk Accounts

In our last post, we explored different methods to go about analyzing and understanding the overall satisfaction of your client base. But beyond this overall score, which is rating a vast number of your clients, are the sentiments of individual customers.

Would you want to know exactly which of these clients are the unhappiest and why?

Most likely, your answer to the question above is affirmative. After all, these are the clients that are most at risk for leaving you, and as Bill Gates said, “Your most unhappy customers are your greatest source of learning.”

But how do you find out which clients fall into the At Risk category and what specifically is behind their dissatisfaction? The answer is right inside your client satisfaction program approach. By taking your client satisfaction study one step further, you can identify who these clients are and respond with personalized service that can save that potential ambulatory revenue from walking out on you.

Consider, perhaps, a couple new techniques. One technique is to ask a series of questions gaging your clients’ satisfaction with different attributes regarding the relationship. For example, you can ask them to rate how they feel about the value of your products and services relative to the fees paid, how they are treated as an important client, and their willingness to recommend your organization to someone else.

By uncovering and seeing your clients’ sentiments regarding these attributes, you will be able to determine who is not feeling satisfied with pivotal aspects of the relationship and who would consider leaving for someone else. The responses to these questions can also dig deeper into areas that the client may not have considered when rating their overall satisfaction.

Another technique is to openly ask your clients to rank their likeliness to continue the relationship with your company on a sliding scale. While slightly more brazen, it will be easy to decipher these more direct answers and understand which clients are At Risk.

As noted, after identifying these At Risk customers, it is important to follow-up with a personalized discussion.  Look at the ratings for all the other attributes in your survey to identify which are the lowest, and (most likely) driving their dissatisfaction, and speak to how you plan on improving their experience regarding their pain points. Having the personalized discussion will show you care, have paid attention to their dissatisfaction, and are committed to improving the relationship.


We have now talked about analyzing overall satisfaction as well as At Risk accounts. In the next post we will speak to the third pivotal question client satisfaction sets out to answer: Which service team members are high performers, and who needs additional training?