Do you really understand your client well enough to keep them?

Written by Debbi Young

Have you analysed a client’s value to your business?

You know all about customer retention theory, but as a business it’s crucial to know your customers/clients better, because they are the ones that help draw more leads and business. Understanding customers is the key to giving them good service, which will in turn result in a stronger relationship with your customers/clients. When you show extra care with clients, by your own service and giving them referrals, this shows the client you are willing to go the extra mile to ensure their needs are met and in turn this ensures you will have loyal clients who will spread positivity about your business, bringing more leads your way!

The depth of knowledge is also very important, it requires more than just knowing their name, age and income. As a business, knowing your clients should become a profitable advantage and a crucial customer retention tool. Knowing their hobbies, tastes and interests along with what they watch, listen to and read.

Understanding the client’s requirements

In todays society customers demand a seamless experience across both the traditional and digital marketing sectors. In order to achieve these kinds of standards, a business needs to have a prompt and proactive approach, in anticipating the customers needs as a whole, the business should predict the requirements on all platforms for the client, before they are actually placed, this way the client will be impressed with the preparation.

Making sure the client brief is understood by everyone in the office is very important to carry out professionalism through all sectors of the business. For example, if someone answering the phone has been made familiar with a client but has never held a conversation with them, this will make the person answering the phone more prepared for client enquiries or feed back, which will make the client feel cared for, and make the entire process far less of a complication or hassle.

Research, research and research more

Research everything you possibly can about them; what makes them tick, how do they measure success, what are their pain points, and how does your solution make their lives easier and make or save them money?

Companies that know what their clients want and what they expect can also work on customising the customer experience to create loyalty and repeat business.

Simply by extending the length of your customer’s interaction will provide a greater opportunity to create a positive experience and build a strong relationship.

Listen to your customer’s feedback and provide sound advice, even if you sometimes have to direct your customer to another source.

Here are some tips of how to identify your clients needs;

• Know about their business
• Do research into the clients work, check out their website, the services they offer.
• Listen to what the client says… really listen (takes notes – it will help you remember). By really listening to what the client has to say, will help you gain a better understanding of what it is the client is really after.
• Propose new ideas
• Don’t be afraid to propose something other than what the client has in mind, show you are invested enough that you want to give your take on how to achieve success.
• Continue to stay connected with clients at a number of levels – not just your main contact.
• Once you have established a relationship with a client, it is still important to have regular check-ins with them, this is to make sure you are reaching expectations and if there is any additional work you can provide.

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