Do you know what makes your customers loyal?
| If I ask agency or 20, every one will almost always tell me they have a very loyal client base. My second question is “why?” which is when the fun begins. Some will tell me its because they’re involved in the Chamber of Commerce, or they go to church with a bunch of their clients, others will say its because they’ve been in town for 50 years, but the bottom line is they really don’t know. They’re just thankful they have a relatively high retention percentage, but haven’t a clue why.
My point is, there is no single or even a few reasons that your loyal clients are. The key is knowing each client well enough to know what their buying style is, what their value equation is and making sure you deliver exactly what they’re expecting when they expect it. If you’re not having regular conversations or opportunities to learn these things you’ll never know them. Integrate into your systems ways to gather, store and respond to these very important client retention aspects or you’re sunk. |
