Enhancing Client Relationships: A Step-by-Step Guide for Business Owners

Elevate your client relationships with our expert guide. Learn how business owner Helen uses Google Forms and Sheets in her bustling photography studio to automate feedback, analyse client insights, and tailor her services.

Jason Mark from Floeo has been a partner of ours for a few years now so I recently asked him to share his passion for marketing with us in a guest blog post series. Jason has also recently built a CRM/ marketing software product called Groeo that we are now using for some of our clients. This is the second in the guest blog series written by Jason.

Hello again, ambitious business owners! Following our exploration of Google’s tools and automation in my previous post, let’s now shift our focus to nurturing our business’s core—our clients. Join me as I delve into how Helen, a successful photography studio owner, utilises Google Forms and Sheets to forge deeper connections and propel her business growth.

The foundation: A recap on automation and Google tools

In my last post, I showed you how Google tools, supplemented with automation via Zapier or Pabbly Connect, can save time while adding a personal touch. Now, let me show you how these tools can be employed to cultivate richer client relationships, with Helen as our guide.

Advanced Google Forms: Crafting and automating feedback collection

Helen understood the importance of her client’s feedback in refining her services. So she used Google Forms to collect insights and Zapier to automate the process, ensuring she captured every client’s thoughts post-photography session. This approach not only allowed her to address and rectify any areas of concern, but it also played a crucial role in tailoring her offerings to better meet client needs, which has made a big difference in her client satisfaction –  It also helped her know the parts her clients loved about their session 😉

Crafting your feedback form

  • Open Google Forms: Start by navigating to Google Forms. Helen selected a template for a new “Client Satisfaction Survey.”
  • Customise your form: Add questions about satisfaction, areas for improvement, and other details that may be helpful in your business. Helen used various question types to make the form engaging and informative.
  • Brand Personalisation: Incorporate your brand’s aesthetic into the form. Helen put her studio’s logo and used her brand colours to create a seamless experience. You want to make sure your client still feels your brand throughout.

Automating form distribution with Zapier

  • Integrate with Zapier: In Helen’s case, she connected her scheduling tool in Google Sheets with Zapier, setting a trigger for the feedback form to be emailed to her client when a session was marked as complete. Think of ways or steps in your process where you could trigger your feedback form to be sent via automation.
  • Email Automation: The form link is sent through a personalised email, thanking the client and inviting them to share their experience, further enhancing client rapport. I cannot emphasise enough how important it is to make this email have a personal feel. You want your client to feel like you wrote the email personally – not that they are now just a number in a marketing machine.

Google Sheets: Segmenting and analysing feedback

Helen then used Google Sheets to organise the feedback collected, which enabled her to tailor her services more effectively to client preferences and needs. By systematically categorising and analysing this feedback, she could pinpoint trends and recurring requests, guiding her to innovate and introduce services that resonated deeply with her clients. This strategic use of client insights not only fostered a more personalised service experience but also positioned her business as responsive and client-focused, significantly boosting referrals. When your customer has a good (or bad) experience they will talk about it – word of mouth, is powerful.

Organising Feedback

  • Prepare your Google Sheet: Create a new sheet for feedback analysis. Helen set up her columns for each question in the form – client names, session types, and dates.
  • Feedback automation: Link the Google Form to this sheet so responses populate directly, allowing you to view feedback in real time. As a “level-up” to this, you could automate a process that pings your email or texts you when you get a response so you have your finger on the pulse at all times.

Segmenting clients based on feedback

  • Apply conditional formatting: Highlight responses that indicate dissatisfaction or specific concerns, this helped Helen quickly identify areas needing her attention.
  • Utilise filters: In Helen’s case she sorted the feedback by session type and client satisfaction, enabling her to customise follow-up communications and adjust her service offerings accordingly.

Tailoring services and communication

Taking the time to meticulously review the feedback you receive allows you to personalise your follow-up communications effectively. This isn’t merely about addressing any areas of concern highlighted by your clients; it’s also an opportunity to express your appreciation for their positive feedback. Such tailored responses are pivotal, as they resolve specific issues and reinforce the value you place on each client’s experience.

You want to make sure to incorporate personal touches, such as mentioning clients by name or referencing specific details from their feedback, this shows a level of care and attention that goes beyond the norm. It makes your clients feel that they are not just another number in your database but valued partners in your business’s journey towards excellence. This approach builds a foundation of loyalty, encouraging repeat business and word-of-mouth referrals.

Offering customised services

Delving into the feedback trends you’ve meticulously gathered, you’ll likely uncover latent desires and preferences within your client base. For instance, you might notice an increased interest in a particular service or product line that hadn’t previously been a focal point of your business. Consider this an invitation to creatively expand your offerings. Whether it’s bespoke packages, personalised products, or entirely new services, tailoring your business to client feedback trends demonstrates both flexibility and foresight. This approach doesn’t just cater to known preferences; it also anticipates future trends, setting you ahead of the curve.

Embracing client feedback as a guide for service customisation signifies a business that listens, adapts, and leads. It transforms casual customers into loyal advocates, amplifies your market reach, and positions your brand as a forward-thinking leader. The message is clear: your business is built around genuine client satisfaction and innovation, ensuring your offerings remain compelling, relevant, and sought-after.

Maintaining ongoing engagement

This may seem simple to most, but so many businesses never maintain any kind of ongoing communication with their clients once the “job is done” – this is a big mistake, as you want to always keep your business and brand at the top of your clients mind so that the next time they think about a service related to what you do they think of you first.

Beyond the feedback process, Helen maintains engagement with her clients through regular updates, sharing new services, and reaching out on special occasions, creating a loyal community around her brand.

From transactions to relationships

Just like Helen, you too can harness the power of Google Forms and Sheets to transform mere transactions into meaningful client relationships. Helen’s strategic application of these tools for feedback collection and analysis didn’t just elevate the service quality of her business; it fundamentally changed how she connected with her clients, turning fleeting interactions into lasting bonds.

This systematic approach can do the same for you, regardless of your business niche. By actively seeking and thoughtfully analysing client feedback, you open the door to invaluable insights that can drive your business forward. It’s about more than just listening; it’s about responding in ways that demonstrate your commitment to excellence and your client’s satisfaction. The transformation from transactions to relationships is not just beneficial; it’s transformative, offering a competitive edge in today’s market and establishing a loyal client base that values not just what you offer, but how you engage with them.

Final thoughts

While this guide, inspired by Helen’s photography business, offers actionable insights into leveraging Google Forms and Sheets to enhance client engagement – there are simpler and more comprehensive ways to achieve better results.

I’ve been working on Groeo over the last year. Groeo aims to streamline these processes. Unlike juggling multiple standalone tools, Groeo is a fully integrated CRM and marketing automation software that offers a unified platform that simplifies and enhances your workflow. It’s everything we’ve discussed and more, wrapped in an intuitive package designed to make your business thrive with ease. It’s designed to Grow Your Business Anywhere. If you’ve made it this far, you can sign up for an account today and get 50% off any of our packages by using coupon code: GRYD50 at checkout.

Ready for more?

In my next post, I will talk about “Crafting Your Brand Story: A Business Owner’s Guide to Marketing Content with Google Docs and Slides”. We’ll explore creating captivating marketing content that resonates with your audience, further solidifying your brand’s narrative and connection with your clients. It’s going to be great as we build on each skill I show you throughout this series.

Please fill in your details and we will contact you to book your workshop.


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