Seeking Client Feedback

Is this kind of feedback useful? Do you think you could make effective improvements based on this advice? Probably not. That’s because these examples are unconstructive. The feedback is vague, emotional, and lacks specific reasoning or specific examples of what needs to be changed. You want to avoid this kind of feedback from your clients. It doesn’t help you, and it won’t help them.

Instead, seek constructive feedback. Constructive feedback has the following characteristics:

Not All Feedback Is Created Equal

Constructive feedback provides clarity and understanding. It helps you and your team better understand your client’s broader needs, goals, and reasoning. Unconstructive feedback can cause confusion and generate negative emotions. You’re left wondering what the client wants. Or, the feedback insults you rather than empowers you to make improvements. Below, you can find 4 tips to get a constructive feedback from your client.

4 Tips for Soliciting Constructive Client Feedback

Be persistent and don't settle for unconstructive feedback. Use the following tips to challenge your client to make feedback constructive. Then, you and your team can make meaningful project improvements—and your client will benefit from a final product that satisfies their goals and expectations.

1. Give Your Client Guidance

Can you imagine asking a friend to play a game without telling them the rules? Would you really be surprised if they played outside of those rules? Likewise, you need to give your client guidelines for providing feedback. You set the rules—and your client's expectations.

Explain how effective feedback will help you achieve their goals. Define the traits that make feedback effective—such as feedback that's specific and actionable. Give examples.

2. Set Multiple Feedback Milestones

The second tip is to set multiple feedback milestones. That means two things: And you must give your client multiple opportunities to check in throughout the project.

• Set specific dates and deadlines. - You need to determine specific dates and deadlines for receiving feedback from your client. Establishing deadlines for feedback will create urgency for a client who isn't responding to your requests or providing the feedback you need.
• Give multiple opportunities for feedback. You don't want to reach the end of a project and realize that you've taken the wrong direction or prioritized the wrong features. For example, you might get feedback on wireframes, prototypes, or even planning documents before you invest further resources in them.

3. Keep Goals at the Forefront

The next tip is to keep your project goals at the forefront of your client discussions and project revisions. Remind your client about project goals before presenting your work and asking for feedback. Keep your client's feedback accountable to these goals. You can use the project's goals to defend your decisions and prioritize improvements that will truly advance the project's mission.

4. Ask Specific Questions

Finally, you'll get better feedback by asking specific questions. Avoid asking vague questions such as, "What do you think?" if you don't want vague feedback. Instead, identify specific areas for feedback and ask targeted questions like, "Is there anything you find unclear or confusing?"

Tip

Don't underestimate the power of asking why. For example, say your client asks you to reduce the font size of a graphic. Instead of just making the change, ask your client to share more about why they'd like to reduce the font size. Your client might then explain that the font size distracts from other design elements or feels too cluttered. Understanding your client's real goal is to simplify the graphic — gives you the power to suggest an alternative improvement that better accomplishes that goal.