picture of a clipboard with a customer satisfaction survey

Generating Leads Through Client Satisfaction Surveys

This article explores a strategic approach to generating business leads by conducting client satisfaction surveys. By integrating a referral request at the end of these surveys, businesses can not only gather valuable feedback to improve their services but also tap into a potent source of new leads. We’ll cover the rationale behind this method, provide a step-by-step guide on crafting effective surveys, suggest the type of questions to include, and outline the necessary materials and estimated time commitment.

Tools & Skills Needed

  • Communication Skills: For drafting clear, engaging survey questions and follow-up messages.

  • Analytical Skills: To interpret the feedback and translate it into actionable insights.

  • Organizational Skills: For efficiently managing the survey process and follow-up actions.


  • Survey Platform Account: For creating and distributing the survey.

  • Client Email List: Updated and segmented list for targeted distribution.

  • Analysis Tools: Basic tools for analyzing survey responses, which could be provided by the survey platform.


Understanding the Value of Client Satisfaction Surveys

Client satisfaction surveys are a gold mine for insights into your business’s strengths and areas for improvement. More than just a feedback tool, they offer a unique opportunity to engage with your clients on a deeper level. Incorporating a referral request at the end of the survey demonstrates your value on client opinion, while also opening the door to potential new leads. This tactful approach ensures that the request for referrals comes after clients have reflected on their positive experiences, making them more likely to recommend your services.

  • Step 1: Define Your Objectives

    Clearly outline what you want to achieve with the survey. This could include understanding client satisfaction levels, identifying weak spots in your service, or gathering suggestions for improvement.

  • Step 2: Design Your Survey

    Keep it concise, relevant, and engaging. Start with questions that assess their satisfaction and end with an open-ended query about areas for improvement. Conclude with a polite referral request, linking the act of referring to the positive feedback they’ve provided.

  • Step 3: Choose the Right Tool

    Select a survey platform that is user-friendly and capable of capturing the data you need. Tools like Google Forms, SurveyMonkey, or Typeform can be great choices.

  • Step 4: Distribute Effectively

    Send your survey through a channel that your clients frequently use, whether it’s email, SMS, or social media. Ensure the timing is right, ideally after a positive interaction.

Sample Questions

  • How satisfied are you with our service on a scale of 1-10?
  • What did we do well?
  • What can we improve on?
  • Would you recommend our services to someone else? If so, could you provide their contact information or share our contact information with them?

Incorporating a Referral Request

At the end of the survey, include a section that acknowledges their valuable feedback and gently introduces the idea of referrals. For instance: “We’re thrilled to hear about your positive experience. If you know anyone who could benefit from our services, we’d appreciate it if you could share their contact details with us, or share our information with them. Thank you for helping us grow!”

Conducting a client satisfaction survey with a referral request is a powerful strategy to generate leads while reinforcing client relationships. This approach not only provides insights into your service quality but also leverages satisfied clients as advocates for your business. Remember, the key to success lies in how you frame the survey and the referral request, ensuring it feels like a natural extension of your appreciation for their feedback.