Asking the Right Questions: The Undeniable Value of Client Feedback
Client feedback is one of the most important, but underutilized tools that an AEC firm can employ as an improvement strategy. As I relayed in a March 2025 presentation to AIA’s Large Firm Round Table Marketing Forum, a good client feedback process benefits most practice management areas. When done sincerely and strategically, client feedback can reshape a firm’s internal practices, reinforce long-term relationships and drive smart growth. It can be a foundational element of an AEC firm’s business development and strategic planning efforts, and it is the subject of this edition of The Friedman File.
The Value of the Ask
A critical takeaway here is that simply asking for feedback is itself an act of value. It tells your client: “You matter. Your opinion counts. We want to get better.” This message alone can shift brand perception and deepen trust—even before a single question is […]