Client loyalty is best built with customized services that specifically meet client need. It is time to banish the "standard" treatment including standardized letters and invoices in favor of customized support. Think of amazon.com, for example. They learn about their customers (purchases and behavior) then adapt to fit their needs. What other bookstore knows the books you have read and recommends others that you might like? With the right information about each site visitor they can provide custom recommendations and services. The ideas in this article can help you get started or go even further in building loyalty. Step 1 - Gather existing client data Start by collecting your client data. Do you have a central database to track all client interaction, client needs, meeting summaries, recommendations and conversations? Or just paper folders. If you have data in various places, put it together and get a fuller view of each client. A database should display a full history and will ideally include each action and communication (outbound and inbound), a history of services employed for this client, feedback from them as well as whatever else is relevant to illustrate the full relationship and their preferences. This kind of data viewed all together can reveal opportunities to provide custom services for each client. Again, think of amazon.com: They know your history, suggest new books and store your credit card data plus provide 1 click ordering. They are so easy to use and personalized, that many customers have no interest in buying books any other way (a.k.a. loyalty!). A single client database with such granularity may sound hard to maintain. Dont be intimidated try recording what you can. If you can record and store (and then use -- I'll get that later) even 10% more information about your clients and their interactions with your firm you will find opportunities for customization. Step 2 - Segment clients based on similar characteristics Once you have all your client data (regardless if you have the one database in place yet or not) start looking for patterns and similar characteristics. For example, clients using the same kind of services can be a segment. The groups are defined by those who have similar needs. Feel free to create sub-segments so that each group includes clients that are similar on as many factors as possible. This step will help because clients in each group may need the same kind of specialized services and that is ok. What is important is to convey to the client that you are considering their specific needs and addressing them even if other clients are getting the same kind of customized service. And for those of you already customizing services, drill down to the individual level and you will create the strongest loyalty bond. Step 3 - Analyze your client data to understand client needs Think about each segment - what services might they need, how could you customize your interaction, services, or even invoices to better support them? Consider how they want to do business with your firm. For example, what kind of updates do they want on what basis and in what format? What you know about their processes, lives and preferences will help you create greater customization and thus loyalty. Step 4 - Customize client care, relationships and offerings. Listen and learn what works. With the above information in hand you can begin to implement specialized support. Continue to listen and learn from your clients, and record it all in the database. Over time, this database will host a wealth of information about your business. Learn from it, adapt, and increase loyalty each step of the way. |
