June 2025
Aside from the multitude of interviews, placements, and negotiations that your agency performs, it’s critical to ensure you are using one of your most valuable assets: client feedback.
Client feedback isn’t just about glowing testimonials and Google reviews (though those are great). It’s a goldmine of actionable insights that can transform your agency’s efficiency, profitability, and reputation.
I wanted to share some insights on how to dig deep into that feedback and utilize its full potential.
Analyzing Lost Opportunities: The “Why Not?”
All agencies experience them: the families who inquire, engage, and then…disappear. But instead of shrugging it off, make it a priority to understand why.
Implement Exit Surveys
For clients who don’t proceed with a placement, offer a brief, anonymous survey. Ask questions like:
- “What ultimately led you to choose a different solution?”
- “Were our agency fees clear and competitive?”
- “Did you feel our nanny candidates met your expectations?”
- “Was there anything missing from our service?”
Follow-Up Calls
A phone call from you or a senior team member on your team can sometimes elicit more candid feedback than a survey. However, be sure to frame it as a learning opportunity rather than a sales pitch.
What to Look For
After multiple surveys, pay close attention to recurring themes. Are families consistently finding your fees too high for their budget? Are they looking for specialized care that you don’t offer prominently? Are they feeling rushed or not fully understood in the initial consultation? Identifying these “why nots” allows you to make corrections before more opportunities slip away.
Spotting Trends in the Nanny Industry
Individual pieces of feedback are valuable, but when aggregated, patterns emerge that can give you a significant competitive edge.
Categorize and Tag Feedback
Whether you use a CRM, a spreadsheet, or specialized feedback software, categorize feedback by type (e.g., “candidate quality,” “communication,” “pricing,” “process”). Tag recurring comments or keywords.
Regular Review Sessions
Dedicate time monthly or quarterly to review all collected feedback. Look for:
- In-demand skills: Are multiple families requesting nannies with specific language skills, special needs experience, or educational backgrounds?
- Emerging challenges: Are families expressing new concerns about retaining their nannies, flexible scheduling, or benefits?
- Geographic shifts: Are certain towns, neighborhoods, or areas showing increased demand or specific preferences?
Act on Trends
If you see a rising demand for bilingual nannies, for example, actively recruit for those skills and highlight them in your marketing. If families consistently request more flexible contracts, consider how you can adapt your service offerings.
Improving Your Messaging and Positioning
Your website, brochures, and initial consultations are your first impression. Feedback can help you refine them to resonate more deeply with your target audience.
“Voice of the Customer” Language
Pay attention to the exact words and phrases clients use when describing their needs and pain points. Incorporate this language directly into your marketing resources. If clients frequently express a desire for a “partner in parenting,” for example, consider incorporating that phrase into your materials.
Clarify Your Value Proposition
Are clients confused about what sets your agency apart? Feedback will highlight areas where your unique selling propositions aren’t clear. If families consistently mention your thorough vetting process as a differentiator, ensure that it’s front and center in your messaging.
Address Misconceptions
Sometimes, negative feedback stems from a misunderstanding of your services or policies. Use this as an opportunity to clarify your messaging and proactively address potential misconceptions on your website or in your onboarding process.
Enhancing Your Services: From Good to Great
Ultimately, client feedback is your path to continuous service improvement.
Specific Service Pain Points
If multiple clients complain about the responsiveness of a particular team member or the clarity of your contract, those are clear areas for improvement.
Desired Features/Added Features
Are clients requesting additional services that you don’t currently offer, such as senior care, nanny training resources, or temporary care options? Consider piloting these based on demand.
Feedback From Nannies
Don’t forget to solicit feedback from your nannies as well. Their insights into family expectations, working conditions, and your agency’s support can be invaluable for improving the overall placement experience for both parties. A happy nanny often leads to a happy family.
Close the Communication Loop
When implementing changes based on feedback, communicate these updates to your client base (where appropriate). A simple email saying, “You asked, and we listened! We’ve improved X based on your valuable feedback,” shows you genuinely care and are responsive.
According to CustomerGauge research, companies that don’t close the loop increase the rate at which their customers stop using a product or service by a minimum of 2.1% every year. Companies that do close the loop, on the other hand, and that do it at every level, decrease their customer attrition by a minimum of 2.3% per year.
Make Feedback a Habit, Not a Task
The key to efficiently using client feedback is to integrate it into your agency’s DNA.
Designated Feedback Champion
Assign someone on your team (even if it’s you) to be responsible for collecting, analyzing, and reporting on feedback.
Regular Review Meetings
Schedule a consistent time to discuss feedback and brainstorm solutions.
Act, Don’t Just Collect
Feedback is useless if it just sits in a folder. Prioritize acting on insights and measuring the impact of your changes.
By embracing client feedback as a strategic tool, you won’t just be reacting to problems; you’ll be proactively shaping an agency that is more efficient, more appealing, and ultimately, more successful in creating those perfect nanny-family matches. So, take a listen – your clients are ready to tell you how to build a better agency.
Remember that GTM is here for you and your clients as a resource for all matters related to household payroll, timekeeping, human resources, benefits, and insurance. Contact us with questions or to request information.
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