Many think the “sales bit” is the most difficult one. But is this really the case? Is this the case in today’s world of multi-options and continuous new product / service pop-ups entering the market with their “buy me” ads? Nowadays it is the ability of the business to keep their clients the tricky part. What is the key to not only effective client retention but to achieve top client care and growth in order to truly maximize the value from the client?
MUST-HAVE FOUNDATION
An absolute must-have essential is a decent client database. A CRM system or at least a regular excel list would do the job. Important is to collect not only their contact, demographic, budget, product/service info, but you need to know:
- Why they chose you – what made them select you? What did you offer others didn’t?
- Where did they find you – was it through Facebook ad? Friend referral? Website?
- What is their current challenge – What is their current need? What do they desire?
SHOW YOU CARE
Next you need to show them you care, not treating them as a transaction only aka “Thanks for the cash and off I go”. The goal is to build long-lasting relationships, loyalty and trust. To achieve so you should:
#1 CONNECT
Frequent contact is absolutely essential. Set to connect with the client regularly.
- Agree on the best frequency to connect – if weekly, monthly or just twice a year.
- Agree on the best format – if by phone, email, conference line, in person (for a coffee or lunch), in a project management tool online or in another virtual space.
#2 GO BEYOND
Cherish, reward and nurture your clients, being your brand ambassadors. How can you go beyond?
- Surprise them: Everybody loves an unexpected gift, event invite, birthday card…
- Go an extra mile: Go beyond the job/project description, make them feel special…
- Go personal: Learn about your client’s personal situation, hobbies, family, birthday…
- Use Check-ins: Start every meeting/call by touching-base on a personal level before jumping into business topic…
#3 VERIFY
With genuine interest and curiosity continuously verify their current situation and the challenge they are facing NOW. This step is important in order to assure you still offer the best product or solution to their current need (not the one they had a year ago). Therefore keep up-to-date with significant changes in your clients’ company and life.
- Business changes: Was a new CEO appointed? Are they facing a restructure or a M&A? Did they expand their business product line or started operations in two new locations?
- Personal changes: Did your client get married? Was she promoted? Did he just buy a new home?
“Your customer doesn’t care how much you know until they know how much you care.”
Damon Richards
GROW THE CLIENT ACCOUNT
Next it is time to grow their account. Carefully attend your clients in order to expand and extend your engagements with them. The goal is to maximize the value from your current clients. To achieve so you should:
STEP #1: KEEP UP-TO-DATE
Keep your clients in the loop about the progress on the current project / product features / service enhancement, the new products / services that might be relevant and of value to them or about any awards you won, your achievements with other clients and developments on your end (which are still of value to them). You can:
- Include them on (VIP) Newsletter
- Invite them to (VIP) Events
- Inform them in your regular touch-base if online or personally
STEP #2: GATHER FEEDBACK
In order to keep them happy and satisfied, it’s important to gather “the good, the bad and the ugly”. What do they truly love? What they don’t? What are they missing? Consider:
- Run regular surveys such as e.g. an annual happiness & satisfaction survey
- Have 1-on-1 conversations / “feedback interviews”
- Check your social media and social media in general to learn what people are saying about you, your product / service and your business
STEP #3: GROW STAKEHOLDER MAP
Run stakeholder mapping to expand your network within the client company or within the personal network of your client, preventing from lost business in case of your point-of-contact leaves the business or as your client. Explore:
- B2B: Continuously develop the business network, bringing more people on-board for the project / service, understanding who is the sponsor, influencer, ambassador etc.
- B2C: Explore who are they spending time with, looking for opportunities for “bundling”, combining your product/service to match their family/partner/friends/colleagues
STEP #4 ENGAGE THEM
Engage and involve your clients in your product/service development or in the customer experience design, showing them you value their opinion and that you are listening.
- Let them customize their product or offer a modular approach to service offering allowing them to make the combination that is right for them.
- Run focus groups, interviews, observe their behavior and body language
- Go for crowd-sourcing to drive innovation and new product/service design
STEP #5: ENHANCE THEIR EXPERIENCE
Enhance the customer experience, support and care provided to them, assuring their struggles such as technical issues or questions are attended to….fast.
- Have a designated Customer Relations and Support Department
- Explore customer support automation – use of bots or FAQs online
- Give them options – to contact you via email, online form submission, social media, or phone
- For B2B assign a designated client engagement manager
STEP #6: EDUCATE THEM
Make sure they are aware of all…and I mean really ALL…products and services you offer. Make them aware of all the magic you can do for them. Often, the clients tend to “box” a business as “Legal company doing partner agreements” not knowing they also offer “dispute mitigation”. Therefore make sure they know.
STEP #7: INVESTIGATE GROWTH OPPORTUNITIES
Finally, investigate growth opportunities. If you have helped them big time, wouldn’t it be a won-win-win, to also help their closest in business or private?
- B2B: Are there other team/department/region/biz unit/office which might benefit from your product/service? Are they willing to share the contact and provide you with a strong testimonial and reference?
- B2C: Would your product/service be of value to their family/friend/colleague? Are they happy to pass on your business card, refer them to you or simply make a Facebook post about what an amazing product/service/experience they had with you?
Read my other article on how to create an unforgettable customer experience here.
YOUR TURN!
Create your own strategy to care and grow for your current clients.
Don’t make them leave. Don’t make them switch.
