Satisfied customers are loyal, but appreciated customers are even more so. The best way to make a customer or prospect feel appreciated is to do something that delights them. Most people tend to enjoy surprises, just so long as they benefit from them. By pleasing an existing or potential customer, you encourage them to enjoy the company's work. It's an incentive for them to come back to the business if they have any other work in the industry to get done.
But how does a company go about delighting its customer base? Here, 13 members of Forbes Agency Council examine some of the best practices a company should adopt to encourage a longstanding relationship.
1. Provide The Unexpected
I like to provide my clients with my expertise beyond what is stated in the scope of the project, and surprise them with POVs and trends in their industry and what they should be planning for both the short and long term. Oftentimes, clients are busy and stretched as is, and any way I can help push forward their business and alleviate any stress is important. - Angela Woo, Woo Brand Research
2. Demonstrate Impact Early
To demonstrate the value of our data services to prospects and new customers, we take a highly consultative approach, and we perform proof-of-concept testing and pilot campaigns to test how messages resonate with new audiences. Letting new clients experience our expertise and the potential impact of our work early -- such as the ability to zero in on the right prospects -- is powerful. - Paula Chiocchi, Outward Media, Inc.
3. Bring Experiences To Your Clients
In larger and complex multi-stakeholder and department environments, we find the best way to both thank clients and get to know them better is by bringing a unique experience to them. We created an apothecary speakeasy experience inside one of our clients’ offices. The reaction was incredible, and the only problem now is how to top that next time. - Jackson Murphy, Pound & Grain
4. Celebrate With Them
Agencies tend to celebrate their own wins, not their clients' wins. The client is unlikely to be excited by your new contract or award, but celebrate with them for a record month, extra lead volume or whatever you have in some way contributed to, and it puts you on their side. Celebrations can be small gifts, handwritten notes, or just taking the time to have lunch and brainstorm. Just celebrate! - Robert Warner, InvisiblePPC
5. Focus On Results And Clear Communication
Nothing keeps a client satisfied like favorable results! If the client sees a continued ROI and knows you're on top of it, they're more likely to become a long-term partner. I make it a priority to treat my clients the same way I like to be treated in a business relationship. I value clear communication, responsiveness and organized reporting. Doing it all with a smile goes a long way! - Chelsey Pendock, Innovision Advertising
6. Be Present For Them
In today’s world where we all juggle competing demands of our time and attention, clients and prospects are delighted when they feel a real, singular focus on them as individuals and on the needs of their business. Genuinely attentive engagement enables understanding and responsiveness to the nuances of their challenges, and reveals unexpected opportunities to provide value over the long term. - Howard Breindel, DeSantis Breindel
7. Manage Expectations
While it may sound cliche, underpromise and overdeliver. More important than "delighting" a customer by agreeing to custom requests and accelerated timelines, make realistic commitments and then beat them. Also, keep your customer informed along the way of your progress in meeting those commitments so there are no unexpected surprises. - Lori Paikin, NaviStone®
8. Solve A Pain Point Quickly
Clients often bring in a new agency to help them solve challenges they face. So quickly identify an important pain point, of the company or the key client partner, and help them solve it. Being the aspirin -- rather than the vitamin -- is the fastest way to delight a client and start to build loyalty to the agency and the team. - Robert Finlayson
9. Deliver What Was Sold
New clients are excited. They may also be anxious. "Did I make the right decision? Will my new agency deliver what was sold?" As president of a PR agency, I lead client acquisition. My rule is to be involved in our onboarding process and the first 30 days with new clients, ensuring we deliver what we promised. Any "choice anxiety" is quickly erased and replaced with delight and confidence. - Lindsey Groepper, BLASTmedia
10. Answer Questions They Haven't Asked Yet
In professional services, we are judged by the quality of the questions we ask. I like to ask questions in the early stages that give rise to answers that will produce long-term success. I usually consider the presenting issue to be symptomatic of broader issues that need to be addressed to help a company break through to its next level. Most times, prospects are not asking these larger questions. - Randy Shattuck, The Shattuck Group
11. Make The Relationship About More Than Work
My favorite way to surprise and delight prospects and customers is by connecting with them and making the relationship about more than just work transactions. It is important to take the time to forge a personal connection with your customers that goes beyond business and actually talk to them about their hobbies, families and other topics, and build a stronger relationship. - Michaela Dempsey, Scout RFP
12. Send Genuine Personal Messages
One easy thing you can do is set a Google Alert for their company, or at least read their posts about current events in the company. When they make the news, send them a genuine personal message congratulating them. Clients want to know you have their best interests in mind, and showing you care about them and their company is a great way to do that. - Jason Hall, FiveChannels Marketing
13. Send A Gift On Unexpected Holidays
Everyone sends holiday cards and emails. While we think this is a good idea, we prefer to send a gift to our clients on unexpected holidays such as Thanksgiving and Valentine's Day. Clients don't expect it, and it stands out more than during the holiday season. We also vary the timing so clients continue to be surprised. - Gina Michnowicz, The Craftsman Agency
