In My View: It takes time, money and effort to get a customer so why take them for granted?
Published 09:10 on 9 Dec 2021
Any business will rightly state that customers are the lifeblood of their business. Yet many businesses apparently lose focus on the need to maintain great customer care.
When did you last review your onboarding process for new customers?
We all know you don't get a second chance to make a first impression so why leave anything to chance? Account management should not be an afterthought of winning the sale but an integral part of the sales process.
From the earliest days of interacting with a new prospect you should be discussing timelines for delivery, their requirements for support and your payment terms. This ensures that you can supply when required, the product/service is implemented correctly to maximise the clients return on their investment and you get paid on time.
Do you meet Service Level Agreements?
You may have won the initial deal but if the client feels that they are being treated poorly they are unlikely to renew, buy more or refer you to others
Even if no support is physically supplied are you acting as a trusted adviser? By offering support and knowledge to your clients you will move their business forward and your own relationship with them.
You might not sell more but it makes it less likely that a client will leave, as they trust your advice and see you as a valued partner.
How often do you communicate with your clients?
Do you have regular reviews to get feedback on your performance and an understanding of their business?
By keeping in regular contact you build a relationship which will likely lengthen the time a client remains with you. Equally, by understanding more about your clients there is more chance to upsell to your customer. The outcome in both instances is an increase in the lifetime spend of the client.
Account management and customer care is vitally important to the success of any company. Whilst the above only scratches the surface, it is a good checklist to ensure that you are at least heading in the right direction.
Author: John Donoghue, Fresh Eyes Associates, Director of the Chichester Chamber of Commerce and Industry
Last updated 09:11 on 9 December 2021