You know that an effective way to generate client loyalty is by consistently delivering great value and friendly, responsive client service; whether that’s face-to-face, by telephone, email or video calling.
However as the warm glow of an initial interaction fades, keeping a regular connection throughout the year is important to maintain the relationship. Most clients move to a competitor because they don’t feel valued - but fixing this needn’t be arduous. In most cases some sort of contact every couple of months will be enough to keep clients feeling appreciated.
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Examples of ways to maintain a positive connection with your clients:
- Ask their opinion
People like to be asked their opinion, so call them to get their feedback on your client service. This is a great way to pinpoint advocate clients (who you can encourage to deliver referrals), as well as frustrated clients with issues or complaints that may cause them to leave. A net promoter score email signature can be used as an alternative to using the telephone.
- Use email signatures to announce the launch of your new referral programme
Most people have a charity that they like to support so a donation-based referral programme may prove very engaging for your customer base. Using a referral-themed email signature may be the most cost-effective way to promote it. An office of ten people can easily send out 75,000+ emails a year!
- LinkedIn
If you haven’t already, connect with your clients on LinkedIn. Where appropriate you could also consider endorsing their skills, or even give them a recommendation.
- Invite clients to a local networking event
If you attend networking events and have local clients, consider inviting one along as a guest. It can be a great way to build the relationship and helps to turn them into referral-generating advocates. Even if they can’t make it, you’ll likely have boosted the value of your relationship anyway, because everyone likes an invite!
- ‘I saw this and thought of you’
Forwarding an email or a link that you know will be valuable to a client reinforces the fact that you have their best interests in mind – and builds the relationship as a result. If these emails have widespread appeal, build them into a segmented customer-relationship marketing programme.
- Send them a Christmas/holiday card
Fewer people now send out printed cards each year, but it still has its benefits. It means that the cards that people do receive have greater impact, especially if they include a personal handwritten message.
Not only does the card reinforce the value of the relationship, it can also lead to referral conversations, especially during a time when family and friends like to get together.
All brokers know that client retention is key to ensuring continued business growth. Using some of the ideas above to maintain a positive connection could prove very valuable. Remind yourself of the combined lifetime value of your most profitable clients.