Written by Jen Newmastir
It has been said before that the hardest clients to retain are the ones that come back. The success of your business is directly tied to your clients. Without your clientele, you just have a good idea or product (maybe it’s not even that good) that you are trying to share with a black hole. With that in mind, it is crucial to understand how to keep your clients satisfied and what you must be offering for them to come back.
In the business world, it is a well-known fact that the cost of acquiring new clients is significantly higher than that of retaining current ones. Wooing someone and selling them onto the idea of your business is an elaborate dance that requires many hours of manpower (regardless if it is in person, or building systems on the backend). Repeat clients are also the ones who will be providing referrals for you. New clients cannot speak to your greatness as quickly, and may even be hesitant to share with someone else after one experience.
Returning clients are key to the flourishing of your business. However, it is always ‘easier said than done’. Regardless of how great your product or service is, there are five other companies out there either doing it better or cheaper. You have to truly display the value of your products or services to the clients in order for them to understand why they should be paying you, and returning to do business with you.
If you are looking for ways to keep your clients coming back, then keep reading to identify key points for client retention.
Exceptional Client Experience
Customer experience is how the client sees their treatment by a business. This is directly tied to their thoughts, behaviors, and attitudes toward said business. Not only that, it is the quickest way to build loyalty (outside of a great product or service, of course) and potentially cultivate some referrals.
If you want your customers to stay loyal, you have to invest in the experience. In order to implement improvements pertaining to current systems of client experience, it is necessary to listen to your clients’ feedback. Frustrated individuals will quickly share what problems they are experiencing and what exactly is contributing to their frustration.
Going hand in hand with great client experience is communication. Regardless of what is happening, clients want to be kept in the loop. The good, the bad, the ugly, they want it all. Time and time again it has been proven that clients respond much better to being informed of a company breach or flaw, rather than finding out about it a year later.
Communicating with clients does not require a formal written letter every time. It can be a quick email sent to them or even as little as a tweet. In fact, if there is any way you can break that formal barrier and engage with clients in a more personal manner, it benefits that client relationship. Personalized communication helps the client feel like they are special and your number one priority.
A Great Product/Service
The big one (and most obvious one) is continuously providing a great product or service. It seems obvious enough that it does not need to be stated, but you would be surprised to learn that some businesses tend to slack once they have some clients. They think that since they have said client, they no longer need to try hard and their service drops, or they don’t distribute the best product. However, you must continue to provide that higher standard regardless of the length of your client relationship.
Treating repeat clientswith utmost care is key to helping your business thrive. There are certainly other factors that affect client retention, but these are some of the key ones. Go forth and retain your clients!