March 4, 2015
Client Retention How to use relationship building techniques to secure a loyal client base and get stellar reviews Recycling clients will never get
Retention is something that every business and organization desires
your business where you want it
to develop. Why? Think about it, what do you look for in your
to be.
personal relationships? If they are mutually healthy and satisfying we hope they will last for the long haul. It is the same when it comes to working with our clients; we want them to hang around for a very long time, and they want us to be worthy of that loyalty. So how do we do it? It begins with the very first contact that a potential client has with us as individuals or even with our office staff. From the beginning, there should the makings of an extraordinary client experience. I am going to tell you how to do that in this article. Before we get to the specific steps, let's determine why client retention is so important. Consider some research: 1.
Research from Bain & Company found that 80% of companies
believe they deliver a superior customer experience, but only 8% of those companies clients agreed with that statement. This is eye 1
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opening because the majority of us, if asked, would readily say that we provide an extraordinary experience for our clients. The question is…what does the client say? 2.
Gallup Poll for the Better Business Bureau found 93% of
Americans said that a company’s reputation for honesty and fairness is extremely important in deciding with whom they will conduct business. How do you build a reputation for honesty and fairness? • Do not over promise and under deliver - It is so easy to get caught up in the excitement of the sales process. We want to move forward with obtaining a new client and may go overboard with the promises. Make sure you present your product or service in an accurate light. Honestly expressing what you can do for your client. • Provide only high-quality service/product - Do not skimp on your clients. Make sure you have the skill and qualifications they need to provide the service for which they have hired you. If you are offering products make sure you are using the highest quality ingredients or materials. Building a reputation for honesty and integrity requires that you choose your words carefully when talking to your clients.
• Integrity - is the quality of being honest and having strong moral principles. There are bound to be times when it would be easier to be a little dishonest to get out of a sticky situation. However, succumbing to that sets you up for failure. There are no “white lies” for those who are judicious about integrity. No one is perfect but to the best of your ability be honest at all times and make decisions that are not only best for your company but also for your clients. At times, this may mean losing money or finishing a project that you are no longer interested in working on. Put your customers first, do the right thing and ultimately you will reap the benefits..
3. A study by The Gartner Group found that companies that prioritize the customer experience generate 60% higher profits. 25% more than sales and marketing efforts. Keeping clients brings in more profit than getting new clients. It is a good reminder that marketing is not only about getting new clients but also about keeping our current ones happy.
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How to prioritize the customer experience? Talk to your clients - Do not be afraid to ask. There is no replacement for simply asking a client “how are we doing”. Additionally, if you can use a trained third party service to dig a littler deeper into your client's experience, you will get the best results. The reason is that most people would be more comfortable saying something negative to a third party than saying it directly to the business owner or someone who works for them. They may not be completely satisfied with their service or product but not enough to say something negative. People are in general kind and do not want to hurt feelings if not necessary. Offices processes and procedures - Do not conduct business haphazardly. Have in place solid documented procedures so that you, your team and your clients are all on the same page. This cuts down confusion and disappointment thus adding to the clients experience. Carefully choose your staff - Protect your brand and your reputation. Make certain that anyone from your office that comes in contact with your client understands the concept of superior service and is capable and willing to provide that to your client. At times it may An income of $200,000 can quickly increase to $320,000
seem that “good help is hard to find”. And, maybe you feel you cannot afford the type of help that you need. Taking time and maybe stretching your budget to pay a little more, will make a world of difference as you build relationships with your clients.
So, what are your clients saying about their experience with your company? You may believe that you offer superior customer service but do your clients agree? Is your practice growing? Are you getting perpetual referrals? Are your clients coming back for the same services or additional services? Getting the answers to these questions can have a drastic impact on the growth and profit margin of your business.
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Tips for Client Retention & Great Reviews
 •
Call your clients regularly to thank them for their business and
gauge their experience. This may seem like some ancient ritual but the human touch is still important. I am the first to admit I am a media girl, I actually prefer to communicate that way. However, I cannot deny the valuable impact that I live face to face or over the phone conversation has on my clients and prospects. I cannot tell you how many times I though a client was completely not interested in my service until I saw them again in person or talked to them on the phone. Bottom line - we cannot forget to talk to one another so please reach out to your customers periodically in this way. •
Contact your clients and prospects via social media. Ah, now
here is my comfort zone. I love using digital means to communicate Relationships in businesses and in life thrive on loyalty
with people. It allows me to connect quickly but with a lot of impact. One way to do this is with your social media posts. Post regularly to Facebook, Twitter, LinkedIn, Instagram and even Pinterest. Its a great way to keep your clients up to date on whats happening with you as a person and your company. Its also a great way to listen. Get involved in relevant discussions that your clients are having on social media. It may tell you a lot about what they are looking for with regard to services and/or products. It may also tell you a lot about how they gauge a great experience.
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•
Acknowledge and resolve any client concerns or complaints
personally where possible. This is CRUCIAL to relationship building. If you are like me, you would rather be poked in the eye than to deal with a disgruntled customer. However, a quick conversation, apology and or offer to fix the situation can do a world of good. People can tell when you genuinely care and often, they just want to be heard. •
Follow up regularly with your clients and ask their opinion on
new services (what would they like to see you offer). You can do this a number of ways. If you are using a third party client retention company they can do this for you. If you are doing it yourself you can use things like online polling and social media to find out what your prospects think about a service you just launched or are thinking of launching. I learned from one of my mentors Sydni CraigHart of Smart Simple Marketing that you have to find out from your clients what their needs are. You want to be sure you are filling their need or solving their problem. •
Conduct client engagement campaigns on a regular basis. Here again is where a third-party client retention company would be useful (check with your marketing firm who may also provide this service). It is a great way to get former clients thinking about you and improve the overall experience for your current clients.
Research reports in this article is from: Customer Thermometer Slide Share - 22 really useful customer retention stats
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