Get to know your clients quicker, faster, better
We all know that the more we get to know our clients, the better the relationship, so the more we can pre-empt needs and the easier client retention gets.
A client retention strategy should not be left to chance, nor to a ‘quick, they’re in, lock the door and glue their feet to the floor’ strategy. We all want stickier customers, but not that sort.
So, how do you get to know your clients quicker, faster, better? Use some of these ideas as inspiration…
Get curious from the outset. I recently found a fabulous little company called Tom’s Studio who sell handcrafted pens and I entered a draw to win a pen. The confirmation email was spot on. It said, ‘Knowing more about your creative skills will help me recommend the best pens for you’ and linked you through to a short questionnaire. Those customer insights are gold dust for being able to get to know what you customers are most interested in, so you can show and promote the most relevant products. Nice one, Tom. (I’m still waiting to hear if I’ve won a pen, it’s nail-biting tension over here).
Make it funner than a survey. No shade on Tom, but there are more interesting ways to gather client insight. An online quiz (perhaps with gamified elements) can be a great way to engage your clients right at the start of the process and you’ll get lots of insight into what’s important to them and what they really value.
Check in so they don’t check out. Create times in your client path where you or one of your team check in with clients. Have a call or arrange a 15 minute zoom to say hi, check they are happy and see if you can help with anything. You may not be able to do this with every client, but set a target to do it with a percentage each month. Getting this close to your clients will build stronger relationships, help you understand how to service them better and allow you to spot any issues a mile off.
The doctor will see you now. Create exclusive ‘clinics’ or ‘pick your brain’ sessions that only clients can book, where they have a free 15 minute opportunity to ask you anything, discuss a project or get your expert take on something. These conversations are incredibly valuable in understanding what is working and what if anything, they are concerned about.
Round table for the win. Create online or in-person round table sessions with a group of clients to discuss trends, ideas, their biggest challenges or ideas for collaborations. It’s a great way to really get under the skin of what is important to your clients and will help you plan ways to provide exactly the products and services they need.
Invest some time and creativity in one or two practical ideas that you can implement and sustain easily to help retain customers. In a world where technology can streamline our business processes and automate our communications, our customers and clients can gradually be pushed further and further away from us, until you are left squinting at the horizon wondering what those small black dots are that seem to be waving at you. Get to know your clients better and keep them around for longer, without the need of shoe glue.
Check out this month’s Tool Shed tool, Ideas for Customer Retention for some more inspiration.