how to retain your best clients

zoneHOW TO RETAIN YOUR BEST CLIENTS

July 2015

1

Why retain clients in the first place?

2

Deploying the ultimate customer retention model

Why retain clients inthe first place?

>01

ReallyImportant!

ReallyImportant!

A 5% increasein customerretention can increase profits by 25%-125%

Ref: The Gartner Group

REALLYIMPORTANT

ReallyImportant!

A 5% increasein customerretention can increase profits by 25%-125%

Attracting new clients is expensive and risky

Ref: The Gartner Group

REALLYIMPORTANT

ReallyImportant!

A 5% increasein customerretention can increase profits by 25%-125%

Attracting new clients is expensive and risky

It takes time to become a strategic partner

Ref: The Gartner Group

1 2

3 4

Agency tenuresare decreasing

Fast pace of change in the media world

1984

7 years, 2 months

20152 years, 6 months

Economic climate results in a focus on

savingsMarketing directors in role for just two

years

http://www.campaignlive.co.uk/news/1182140/

The ultimatecustomer retention model

>02

Ref: AAR

Highquality Efficiency

Awareness

Consideration

Conversation

Loyalty

Advocacy

The ‘RelationshipDevelopment Funnel’

Get to know your clients 01

Win their trust02

Keep the romance alive03

Get them to the altar04

Renew your vows05

Awareness

Consideration

Conversation

Loyalty

Advocacy

Get to know your clients 01

The ‘RelationshipDevelopment Funnel’

Really know their business

Get to know your clients01

Understand their personal objectives

Get to know the other agencies in the

mix

Strategic direction

Similar ambitions

PR opportunities

Get to know your clients01

Awareness

Consideration

Conversation

Loyalty

Advocacy

Getting to know each other 01

Win their trust02

The ‘RelationshipDevelopment Funnel’

Seek efficiencies & pass

them on

Win their trust

Fix problems with style

02

Encourage client

transparencyCreate a system for

feedback

Act quickly

Awareness

Consideration

Conversation

Loyalty

Advocacy

Getting to know each other 01

Winning their trust02

Keep the romance alive03

The ‘RelationshipDevelopment Funnel’

Go on date nights

Keep fully focused on them

Keep the romance alive03

Awareness

Consideration

Conversation

Loyalty

Advocacy

Getting to know each other 01

Winning their trust02

Keeping the romance alive03

Get them to the altar04

The ‘RelationshipDevelopment Funnel’

Demonstrate tangible

results

Show proactive

innovation

Hone ways of working

Get them to the altar04

Pass on efficiencies

Put your A-team forward

Awareness

Consideration

Conversation

Loyalty

Advocacy

Getting to know each other 01

Winning their trust02

Keeping the romance alive03

Getting them to the altar04

Renew your vows05

The ‘RelationshipDevelopment Funnel’

Renew your vows05

Make it easy for them to make public

endorsementsCreate easily-sharable literature e.g.

infographics etcEducate them on breadth of your skills & services

In summary

>03

Focus on the people

Invest in strategic relationships

Seek efficiencies and innovation

Points to take away

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