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In today’s digital and social media world where company’s actions, strategic decisions, press releases and statements, andeven the behavior of top executives could be talked about, applauded, criticized, or condemned, brand building and reputation management become more important than ever. Thus, both have become regular agenda in boardroom discussions and hot topics at business gatherings. Considering the importance of these topics, P&A Grant Thornton held its 4th Growth Series, featuring two experts: Sarah Croot, the head of business development at Grant Thornton International (GTIL) and Chiqui Escareal-Go, the founder and CEO of Mansmith and Fielders.

McKinsey & Company, a worldwide management consulting firm that conducts qualitative and quantitative analyses in order to help businesses evaluate management decisions, found that an unhappy customer tells between 9 and 15 people about his or her experience. In fact, 13 percent of unhappy customers tell more than 20 people about their experience. The challenge for us then is: how do you get the pulse of your customers before they tell others about their bad experience? The common method used to measure such pulse is usually the client satisfaction survey (CSS). But how effective are these surveys, especially for professional services firms?