Using Client Insights to Refine Consulting Strategies

Data is important, but it’s not everything... Woah! Just writing that made me shutter a little. But I'm serious! Some of the biggest breakthroughs come from listening to people, not reading spreadsheets. This is coming from a guy who literally just looked at his Day over Day change dashboard... but... Too many leaders drown in data while ignoring what their customers and teams are actually saying. Here’s how I've gotten better about not just relying on data: 1️⃣ Customer Feedback Loops At Attyx, we automated post sale surveys to ask: “What went well?” “What could we do better?” Happy customers gave us reviews (because we asked) Unhappy ones? They gave us the roadmap for improvement. 👉 Reminder: Improving customer retention by just 5% can boost profits by 25%-95%! Those are some big percentages! 2️⃣ Team-Driven Insights: Our front line reps share objections, trends, and real world challenges in weekly debriefs with their managers. Those managers share those with their VPs who share them directly with me. Sure I can see we've increased a DNQ disposition 32% in the last week in a certain market, but why? The reps have that data. And it's fine that data is anecdotal. I don't just listen to it, I act. We adjust scripts, rework processes, and give them tools to win. My recommendation if you're stuck behind a spreadsheet? 1. Automate customer feedback 2. Run regular team debriefs to uncover insights from the front lines. And most importantly... 3. Act on what you learn. Don’t just “gather feedback” for show. Your customers and team are your best consultants. Now back to my dashboards ;)

Clients don’t always say exactly what they need. But if you pay attention, they show you. I’ve noticed that the most successful strategic decisions come from a deep understanding of what clients are really asking for, not just what they put in an RFP or initial request. Sometimes, a client comes to us for a specific task, but after a few conversations, it becomes clear that the real issue is something bigger. Maybe it’s inefficiency in their internal processes, scalability concerns, or their current solution is too outdated. If we only focused on delivering what was initially requested, we’d be missing the bigger picture. Customer insights should be at the center of how we approach the collaboration. Some things that help: Look beyond feature requests. The real value comes from understanding the problems clients are trying to solve, not just the specific solutions they ask for. Pay attention to recurring themes. If multiple clients mention the same pain point, it’s a sign that the market is shifting. These patterns guide where we invest in skills, tools, and processes. Adapt, but with intention. Not every request should dictate a change in strategy, but consistent feedback tells you where demand is heading. Knowing when to pivot and when to stay the course is key. At the end of the day, the best business decisions don’t come from guesswork. They come from listening, analyzing, and acting on what clients are really telling you, even when they’re not saying it outright.

There is only one type of company that will survive in the future. And no, this has nothing to do with AI. It’s the companies that collect, manage, and act on customer feedback. A few years ago, I was preparing to roll out a new program focused on enablement, education, and engagement. Instead of building it in a vacuum, I interviewed 20 different customers to get their feedback on what I was planning. Not only did this shape the final design, but when I rolled it out, I shared back with the broader customer base how their peers’ voices had directly influenced what we built. That one decision did three things instantly: 1️⃣ Showed we cared. 2️⃣ Illustrated that we listen. 3️⃣ Encouraged even more customers to share in the future. And the program? It became one of our most successful launches. Feedback isn’t just “nice to have.” It’s your survival strategy. Because when customers tell you what’s working and what’s not they’re giving you a free roadmap to: ❗ Fix broken experiences before they become deal breakers. ❗ Double down on what’s driving loyalty and expansion. ❗ Spot emerging needs before your competitors do. But here’s the part most leaders miss: every team in the business can tap into customer feedback and act on it. ✅ Marketing can refine messaging by listening to how customers describe their wins and struggles. ✅ Sales can tailor discovery questions based on feedback about what attracted (or repelled) prospects. ✅ Support sees trends in recurring tickets that point to product or education gaps. ✅ Services hears firsthand how onboarding and implementation shape customer confidence. ✅ Product can prioritize the features that customers say would truly move the needle. ✅ Customer Success uncovers both risks and expansion opportunities through ongoing conversations. ✅ Finance can better forecast retention and growth by understanding feedback-driven health signals. The insights are everywhere. The real power comes when companies can connect the dots across all teams and turn feedback into coordinated action. And this is where I see the biggest roadblock: Companies struggle to manage feedback across the business in a meaningful way. It’s siloed, scattered, and often disconnected from strategy. So let me ask: Is this a challenge you’re seeing in your organization too?