10 Ways to Keep Clients Happy and Reduce Churn

Like any person, your customers want to be treated with respect and consideration. In fact, the well-known business phrase “the customer is always right” should automatically give you two great bits of guidance for attracting and retaining customers: 1) keep the focus on their needs, and 2) always do right by them.

To accomplish these two feats, follow the tips below and remember to treat your clients as people (rather than dollar bills), and you’ll find your business buoyed by meaningful relationships.

1. Avoid overpromising and underperforming

You always want your clients feeling as though you’re providing them with real value for their money, and surpassing their expectations is a superb way to make them feel that they are getting that. Even go so far as to give them added value beyond whatever your competitors are offering or what you initially quoted them, and they’ll feel like superstars, returning your generosity with patience and referrals.

2. Respect deadlines

The world runs on deadlines, and not honoring them is unprofessional. It will also lose clients, especially when they are relying on you to complete a part of their work for them so they can move on to the next step of their process. If your mishaps are continually delaying their company’s goals, then you’re costing them more money than the worth you’re eventually providing, and it’s only a matter of time before they wise up and cut their losses.

3. Provide regular updates

As your team is knocking out the task you’ve been hired to complete, keep your client updated every (major) step of the way. Don’t bother them with the minutiae of every small choice—the reason they hired you is so that you would do that for them—but do keep them posted on the benchmarks you’re meeting as you accomplish parts of your task.

The one situation in which it’s permissible to not meet a deadline is when an unforeseeable issue arises. But, if you’re being reasonable and providing your client with regular updates of your work, then the fact that this issue came up will not be nearly as problematic as if communication had not been sent.

4. Communicate with your clients in the manner(s) they prefer

Some organizations prefer email, while others may prefer phone calls or, whenever possible, a handshake and in-person meeting. When first interfacing with your clients, be sure to ask them which method of communication they prefer, and then respect their wishes. Depending on their line of work, your clients are probably business people too, so whatever you do to make their lives easier will up the chances of your interactions ending with a sale.

Personally, I use Basecamp as the primary communication platform for project management. No one wants to dig through endless email threads that go off into tangents and Basecamp is the most effective way to keep track of all responses/feedback in one place.

5. Ask questions, and then really listen

When first getting to know your clients and their expectations, ask a lot of questions. The better you listen to their answers, the more information you possess, fostering better customization of their services, better understanding of their personality, and better empathy between both parties.

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6. Think systemically and grasp the bigger picture

Once you have the smaller picture outlined (specific services, deadlines, etc), find out more about the larger picture into which it will fit. The big picture should inform your decisions for how to proceed in the future, keeping in mind the grand scheme of things and the longevity of the work’s utility. Doing so will give your efforts continued and repeated value, as well as the opportunity to leverage it for future assignments.

7. Tailor your work to their needs

Your clients don’t want your general, big-box, copy-and-paste work. They want a personalized solution that will fit the specific needs of their business. Feel free to use your standard package as a starting place, but then do a bit more work to mold it around your customers’ needs. The better the fit, the more likely the client will hire you to stop the problem for good instead of just covering it up with a blanket fix themselves.

8. Run relevant promotions and discount

If you notice one of your clients beginning to waver in their dedication to your business, consider reeling them back in with a discount promotion. You both benefit from the continued professional relationship, they’ll feel valued as a customer by your offer, and you’ll keep them as a client. Customer loyalty programs are also a great way to encourage and reward repeat business, delivering tangible value for continued business and establishing investment.

9. Understand that what you think is best and what the client wants may not overlap

This is especially true for businesses hired to produce more creative solutions. For example, a graphic designer will be hired to create a mock-up of a logo, having carefully selected the color scheme and font using all of their knowledge of the art form. Nevertheless, when presented to the client, they may disagree with the design for superficial or personal reasons. Be prepared for this inevitability and understand that this project may not be the right fit for your portfolio. Know that there’s a sliding scale of what you want to produce as a professional and what they’re willing to buy as businesspeople and be prepared to walk away if disagreement reaches an impasse.

10. Send short and smart surveys

When used wisely, an unobtrusive survey is a very effective follow-up marketing tool. These short questionnaires help gather accurate information designed to improve your company’s offerings, garner feedback on a recent customer experience, and let the customers know that you care about their input and intend to use their voice in the decision-making process. Soliciting feedback will make your customers feel like active participants in the company’s evolution, and they’ll likely stick around to watch the changes unfold.

Business relationships are precisely that: relationships. They require communication, understanding, and patience in order to produce positive results. Follow these 10 tips to help build the right business relationships and reduce costly turnover and frustration.