I recall that when we started PCI in 2002, I decided to met up many of my contacts, well wishers, acquaintances and others to appraise them of the focus of the company and of our plans. One thing that has stuck me was what a very senior HR Director told me, "Mervyn, you are one of the few consultants who just kept in touch over the years, just to say hello and find out how things were. You never did this from the perspective of getting work from me. I would like to ensure that you get your bread and butter from our firm as you start your journey at PCI."
Similar sentiments have been expressed over the year to me from different clients. Hence, looking back, I feel these are the key aspects which has enabled me to keep a customer for life. They may seem very trivial and simple but are most valued by clients.
1. Keeping Your Promises: The key is building credibility with the client on both timelines and delivery. I might sound cliched here, but what it essentially means is "Delivering as promised" Every time and everyday. If there is a slip-up, the key is to raising the flag with the client well in advance.
2. Looking beyond the Contract: Going the extra mile with the client and adhering to the spirit of the contract. A lot of organization make the mistake of looking at the words of the contract and following them rigidly to the 'T'. There is nothing that irritates the client more than refusing to do any additional but related work just because it is not included in the contract.
3. Being a Partner: Ensuring that one is a partner to the organization and putting yourself in the organizational shoes. By constantly looking at what the organization needs to achieve in the immediate and the longer term.
4. Building Trust by Being Honest and Transparent: Always being honest with the client specially when there has been a mistake. There will always be some mistakes which the client would never realize but it always helps to come clean with the client. This will go a long way in building transparency and building high levels of trust.
5. Objective & Fair: Being a sounding board to the client, where the client sees you as being objective and fair.
Overall, getting and keeping a client for life is all about being committed to the clients objective as much as you are to your own objective. This will ensure alignment for both over the longer term.
So what have you done to retain your customers for life?
Mervyn Raphael
