I was recently introduced to an agency that puts more focus on client relationships than developing new business. While they do take on new clients from time to time, the agency has a strict “anti-RFP” mantra and promises their clients will hear back from them within 24-48 hours – regardless of the question or challenge. To many, this may seem different or a new way of doing business but to me, it’s just the tip of the iceberg.
Many sales-focused organizations employ account managers, customer support technicians, business development specialists, salespeople, and the list goes on. Whether the business is a product or a service, there are people with very defined roles who manage various aspects of the client relationship. For weeks and even months, prospective customers build relationships with the business development team. Once the contract is signed, they meet their account manager and perhaps a designated support tech or a team of folks who can help them with questions and issues. And while this style of organization helps share the workload and keep employees in their respective work silos, it does little to build a relationship with the customer.
Businesses that offer services dedicated to creating client success retain more customers, garner more referrals (who are more likely to become customers) and, as a result, create more knowledgeable employees who cannot only assist in the sales process but also troubleshoot a technical error.
When customers feel supported throughout their lifecycle or journey with a brand, they are happier, more satisfied, and more loyal. Being there for a customer as they sign on the dotted line is easy – but spending time with them onsite when a technology platform fails, even if its not yours, is where the rubber meets the road.
In order to better support customers in every stage of their lifecycle with your brand, it’s imperative to have the entire organization accessing the same information – sales, marketing, customer support, accounting, etc. When organizations are literally on the same page, the customer benefits the most. It provides transparency between departments, holds employees accountable, and fosters strong customer relationships that build more revenue over time.
To learn more about how lifecycle marketing can make your business more profitable, read Customer Lifecycle Marketing 101.
