The Lifetime Client Experience

Within the first 60 days of a client joining your business, they were educated on expectations about how often and what method your team would use to communicate. Your team also taught them how far in advance they would schedule interactions and which technology or communication method would be used to do so (per Lesson 2: New Client Experience). This is the bare minimum that your business can do to keep the relationship going. When it comes to creating a referable client experience, you’ll have to dig a little deeper.

You’ll need to determine how and when your team will engage with your different client tiers in a way that makes your business services exceptional and scalable. Top tier recurring revenue clients may receive more detailed and personal attention, while transaction revenue clients may not. You may decide to reach out to a certain set of clients in the top tiers every month. Or you might implement a procedure to check a client’s social media pages to keep an eye out for special events your business can acknowledge or help them commemorate, such as an anniversary or grandchild’s graduation.

This type of deeper involvement with your high-level clients can translate into other opportunities, as well. Perhaps you can use the anniversary as an opportunity to engage more with the client’s spouse or a graduation to leverage your network to help a graduating college grad find an internship. Going out of your way to make a difference in your client’s life will help retain these clients, and the younger generations in their family), and improve your probability of receiving quality referrals.

Once you decide on deeper involvement, you want to memorialize and track the effort in your CRM. You should always be able to quickly locate the latest and future planned interactions to maintain a great client experience.