In this day and age, customer loyalty isn’t what it used to be. That isn’t to say that customers are necessarily more fickle. There is just so much more choice than before – especially as modern communications mean businesses no longer have to be on customers’ doorsteps to be able to service them. Top this with the sheer number of advertising messages people are being bombarded with on a daily basis – from television ads, to social media, video and the internet. It isn’t surprising that keeping customers is a much harder job than perhaps it once was.

Here are a few ideas on how you can not only keep hold of clients, but turn them into raving fans!

  1. Get face to face

It is easy to get stuck behind a screen these days rather than getting out and about to see clients. Whilst for the majority of day to day communications email is ideal, the power of the traditional face to face client meeting should not be underestimated. If you take the time to go and visit your client, it demonstrates to them how much you care about their business and your working relationship. In addition, face to face meetings are often much more productive than a string of emails. Any decisions that need to be made can often be reached quicker and more efficiently – saving you and your clients valuable time.

  1. Do something different

With so much choice out there, if there is one sure fire way to stand out from the crowd, it’s to offer something different. Whilst a ‘unique selling point’ is often discussed in relation to client acquisition, it also applies to existing client retention strategies. Your point of difference will depend on your industry. If possible, make it something that clients will talk to others about too! That way, by virtue of improving your service to existing clients, you will simultaneously start to attract new clients through recommendation.

  1. Join the club

Clients and people in general like to feel a sense of belonging. So why not make being one of your clients like being a member of a club? You could do a regular mailing specific to existing clients, create an exclusive client area on your website, provide clients access to a useful resource base or even think about a loyalty discount / reward scheme. Client events are also a great way of inspiring customer loyalty. An exclusive client only event, perhaps with a great speaker or fantastic hospitality, provides clients another incentive to stay with you.

  1. Treat time

There’s nothing wrong with showing your gratitude to clients once in a while. In fact, this is often a highly under-used strategy for retaining clients! We all like a treat, and not just once a year at Christmas time or the week before contract renewal! For maximum impact, try to catch your clients off-guard with a treat. Invite them to an all-expenses paid lunch, send them a bottle of their favourite tipple or a delicious hamper full of their favourite goodies. Giving feels good!

  1. Get feedback

One of the most effective ways to show clients you care about them is to get their feedback on your service and implement any changes they have suggested. Don’t shy away from asking your clients to complete a survey about every aspect of your business and service. Don’t be afraid – the good, the bad and the ugly can only help to improve what you do. Use the positive comments to bolster staff morale and as testimonials for your marketing materials (after obtaining permission, of course). And if you receive negative comments, do act upon them. More importantly, after you have done so, make sure you shout about it! Pop a news item on your website, showing the world (but importantly your clients) that you listen to them and are committed to improving your service to them.

 

For tips and ideas on improving customer loyalty and increasing client retention specific to your business or industry and to have a client survey tailored to your client base, please get in touch with us.