how to retain your best clients
TRANSCRIPT
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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