Blog

A step up in what our clients tell us

Sedona Digital

October 29, 2026

This article is written and published in conjunction with Sedona Digital

Every year, we ask our clients one question: How likely are you to recommend Sedona to a colleague?

In a business built on long-term relationships, it is the most honest measure we have of whether we are getting it right. Contracts, renewals and project outcomes matter, of course. But they do not always capture how a client feels about the experience of working with us: whether they trust our judgement, whether they feel heard, whether they believe we will still be there when priorities shift or challenges emerge.

That is why we ask the recommendation to question every year. It is simple, direct and difficult to answer politely without meaning it. This year, the answer gave us a great deal to be proud of and just as importantly, a clear direction for what comes next.

Our Net Promoter Score rose to 78

This year, our Net Promoter Score rose to 78, up 21 points from 57 last year.

For context, independent benchmarks place the average for technology and services firms at around 63. A score of 78 therefore puts us well ahead of that average, and it represents a significant step forward in how our clients describe their experience of working with Sedona.

We do not treat an NPS score as a vanity metric. Behind every point is a client who has taken time out of a busy schedule to reflect on their relationship with us, assess the value we have delivered and tell us honestly where we stand. A rise of 21 points is encouraging, but the more meaningful story is what it says about the consistency of our work, the strength of our relationships and the trust our clients place in our teams.

More clients responded and no one said they would not recommend us

Two other signals matter to us just as much as the headline score.

First, more of our clients took the time to respond than last year. Participation matters. When clients choose to give feedback, it tells us they are invested in the relationship and see value in helping us improve. It also gives us a broader and more representative view of how we are performing across different teams, engagements and stages of the client journey.

Second, for the second year running, not one client said they would be unlikely to recommend us.

That is a result we value deeply. In any client-feedback programme, there will always be room to improve. But knowing that no client placed themselves in the detractor category is a powerful indication that the foundations of our relationships are strong. It suggests that clients do not simply see us as a supplier who completes work; they see us as a partner they would be comfortable recommending to a colleague.

We do not take that for granted.

Why we ask the question?

The question we ask is deliberately straightforward: How likely are you to recommend Sedona to a colleague?

It cuts through complexity. A client does not need to interpret a rating scale or weigh up several different service attributes. They simply need to consider whether their experience has been strong enough that they would put their own reputation behind a recommendation.

That makes it one of the most useful questions a professional services business can ask. A recommendation is not given lightly. It implies confidence in our expertise, our delivery, our communication and our ability to work well alongside a client’s own people. It also implies trust, trust that we will act in the client’s interest, communicate openly and deliver on what we say we will do.

In a business built on long-term relationships, that trust is everything.

The feedback behind the score

The score is important, but the feedback behind it is where the real value lies.

Numbers can tell us that we are moving in the right direction. Comments, themes and individual reflections tell us why. They show us what clients value most, where our culture is visible in day-to-day delivery, and where we can do even better.

This year’s feedback was especially encouraging because the themes clients highlighted map closely to the values we hold ourselves to. That matters to us more than the score.

What our clients recognized?

Expertise and quality

Clients rated the quality of our work and the calibre of our people highly.

That speaks directly to the impact we aim to bring to every engagement. We want clients to feel that working with Sedona raises the standard of what they are able to achieve whether that means bringing deeper specialist knowledge, solving a difficult problem, improving a process or helping a team move forward with greater confidence.

Quality is not only about technical output. It is about the judgement behind recommendations, the care taken in understanding context, and the consistency of delivery from the first conversation through to the final outcome. When clients recognise the calibre of our people, they are recognising the effort our teams put into understanding their business and delivering work that genuinely makes a difference.

Responsiveness

Clients described us as easy to deal with and quick to pick up issues when they matter.

In complex programmes, responsiveness is often what separates a good partner from a great one. Issues rarely arrive at convenient moments. Priorities change, assumptions need testing, and questions need answering before they become blockers.

Clients told us that they value our agility: the ability to respond quickly, stay close to what is happening and act when it counts. That is something we work hard to embed in how we operate. It requires more than fast replies. It requires people who listen carefully, understand what is at stake and know when to escalate, adapt or offer a practical way forward.

Being easy to deal with is not a small thing. It reduces friction, builds confidence and allows clients to focus on their own priorities rather than managing their supplier.

Partnership

Several clients described the relationship growing from supplier to trusted delivery
partner.

This is perhaps the feedback we value most.

A supplier relationship is transactional by nature: work is scoped, delivered and completed. A trusted delivery partnership goes further. It is built on shared context, mutual respect and the confidence that both sides can speak openly about challenges, trade-offs and opportunities.

Clients told us that this shift is built on the integrity that sits at the heart of what we do every day. Integrity means doing what we say we will do. It means being honest when something is difficult, transparent when circumstances change, and dependable when a client needs us most.

Partnership is not something that can be claimed in a proposal. It has to be earned through repeated experience: showing up, taking ownership and putting the client’s outcome at the centre of the work.

Flexibility

Clients value how well our people integrate with their teams and adapt as priorities change.

Every organisation works differently. Teams have their own ways of communicating, planning, making decisions and responding to change. The ability to integrate well rather than impose a rigid way of working is essential to successful delivery.

Clients recognised the persistence of our people: their willingness to stay committed, remain responsive and adapt as circumstances evolve. That flexibility is not about losing structure or abandoning good practice. It is about combining clear ways of working with the judgement to adjust when reality changes.

When our people become a natural extension of a client’s team, delivery becomes smoother, communication becomes more honest and outcomes improve. That is the kind of working relationship we aim to build.

More we can still do

We are pleased with this year’s results, but we are equally clear that there is more we can do.

Some clients told us they would value more proactive communication and even greater clarity as work progresses. We are taking that feedback seriously.

Proactive communication means more than responding quickly when a client gets in touch. It means anticipating what clients need to know, sharing progress before they have to ask, flagging risks early and making next steps easy to understand. Clarity means ensuring that everyone involved knows what is happening, why it matters, what decisions are required and what comes next.

These are practical areas where we can keep raising our standard. Better visibility, clearer updates and earlier conversations can make a good partnership even stronger.

Staying progress-oriented is part of who we are. We will keep listening, keep improving and ask the same question again next year.

Thank you to our clients

To every client who took part, thank you.

Your candour makes us better. The positive feedback tells us what is working, and the constructive feedback tells us where to focus next. Both are valuable, and both help us build the kind of business our clients want to work with and recommend to others.

We are proud of the progress reflected in this year’s score. More importantly, we are grateful for the trust that our clients continue to place in us. We will keep earning it.

FAQs

How likely are clients to recommend Sedona?

This year, Sedona’s Net Promoter Score rose to 78, up from 57 the previous year. Forthe second year running, no client said they would be unlikely to recommend us.

What do Sedona clients value most about working with the company?

Clients highlighted our expertise and quality, responsiveness, partnership and flexibility. In particular, they recognised the calibre of our people, our ability to respond quickly when issues matter, and how well we integrate with their teams.

How does Sedona use client feedback to improve?

We use feedback to identify both strengths and areas for development. This year, clients asked for more proactive communication and greater clarity as work progresses, and we are acting on that feedback to improve visibility, communication and delivery.

Get in touch to find out more