Client retention is an important business strategy. Not only do building ongoing client relationships allow companies to work collaboratively to achieve bigger, better results, it also lays the foundation for word-of-mouth referrals, which can spur business growth for all parties involved.
Here are five ways to help turn your existing customers into raving fans:
Provide great customer service
In a real-time media world, people’s expectations of responsiveness are greater than ever before. You want to show clients that everyone on your team is not only responsive but invested in the success of their engagement with your firm.
Expectation management is a critical component of effective client communications. While you always want to provide the best possible solution for your clients – and for them to be overjoyed with your product or service – you don’t want to set their expectations too high and unintentionally set them up for disappointment later on. It’s always better to under-promise and over-deliver (within reason, of course).
If a prospect comes to your company looking for a solution to six business challenges and you can swiftly address only five, be upfront about what you can deliver. Your honesty will help to build brand trust – whether you end up being the right partner for them or not.
Transparency’s role in the client communications process stems far beyond expectation management. It should be a core component of your ongoing communications. If you encounter a delay, let the client know. If unexpected technology gaps are uncovered during their website redesign, let them know. While you always want to have a solution in-hand, you don’t want to mask problems at the risk of eroding trust.
Encourage an open dialogue
Effective client communications are a two-way street. Just as you update clients regarding the status of their projects, you want them to update you on business developments that impact your work together.
As you work to establish a solid working relationship with your new client, focus on structuring a collaborative partnership that will set the foundation for an open dialogue throughout your engagement.
It sounds simple, but it is sometimes overlooked amidst day-to-day operations. Whether you send an annual “thank you” card on a client’s renewal anniversary, host an annual client appreciation event or opt for a gift of gratitude over a holiday gift, let clients know that you appreciate their partnership. And, if you’re lucky enough to work with clients who make qualified referrals and help open doors for you, be sure to show gratitude for those gestures as well.
Looking to increase your touchpoints with existing customers? Contact us to learn how our creative and strategic marketing solutions can help take your client communications to the next level.