Keeping existing clients happy is a lot easier than acquiring new ones. But that’s easier said than done.
Think of yourself as a customer. When you walk into a shop, you expect to be treated in a certain way - a smile, a small greeting, “Hello, how are you?” and you want to feel like you matter.
You don’t want to be treated as just another customer. Excellent service makes a difference to how you perceived the experience and if you return to that store again.
Opposite our office we have a coffee shop called Rise. If I ever want a coffee, I go there and wouldn’t think about going anywhere else. This is all because of their excellent customer service.
Even before you are at the counter ready to order, you’re greeted with a friendly “Hello” and the staff make you feel valued and appreciated. Here are a few ways you can keep your clients happy so they are amazed by your service and never want to leave…
Don’t think about trying to sell them other services - treat it as a form of developing the relationship with your clients.
If you can see them for one hour a week, but you tell them they’re entitled to 30 minutes of your time every single week—they’ll be blown away when you over-deliver.
You can’t be available every hour of every day, but there’s nothing worse for a client than not being able to get in touch with their accountant. Set aside a few hours a day when you are free to chat to clients if they ever need you and let them know that you’re unavailable any time outside of these hours.
Put yourself in their shoes. If they’re upset with how a member of the team has spoken with them, empathise and do everything you can to turn the situation around. Get the facts from your team and see the situation from the client’s side. (This doesn’t mean they’re always right, but look at things from their side)
Think of yourself as a customer. When you walk into a shop, you expect to be treated in a certain way - a smile, a small greeting, “Hello, how are you?” and you want to feel like you matter.
You don’t want to be treated as just another customer. Excellent service makes a difference to how you perceived the experience and if you return to that store again.
Opposite our office we have a coffee shop called Rise. If I ever want a coffee, I go there and wouldn’t think about going anywhere else. This is all because of their excellent customer service.
Even before you are at the counter ready to order, you’re greeted with a friendly “Hello” and the staff make you feel valued and appreciated. Here are a few ways you can keep your clients happy so they are amazed by your service and never want to leave…
1. GIVE FREE ADVICE
If you come across as only wanting fees from your clients, they’ll run in the opposite direction. Giving free advice shows that you care about your clients’ success. It doesn’t mean you have to be on the phone with them every day answering a list of questions, but if they know you’re available to give advice when they need it, you’re more likely to be referred.Don’t think about trying to sell them other services - treat it as a form of developing the relationship with your clients.
2. UNDER-PROMISE AND OVER-DELIVER
We say this a lot to our clients, but it’s true! If you promise someone too much, you’re putting pressure on yourself just to impress.
If you can see them for one hour a week, but you tell them they’re entitled to 30 minutes of your time every single week—they’ll be blown away when you over-deliver.
That’s a lot better than making promises you can’t keep (even though your intentions are never to break them).
3. COMMUNICATE CLEARLY WITH CLIENTS
If there is anything clients like - it’s to be kept informed, even if you have some bad news to tell them. Don’t let months go by without speaking to them. And this goes for your team too. Make it part of your team ethos to regularly keep in contact with clients about their workload. No matter how small the situation may seem, if a client’s work changes, they should be informed.
It will go a long way in creating excellent customer service.
Feedback emails are a great way to check in with clients to make sure they’re happy with the service provided. Ask your team to send an email to clients every few months making sure that everything is running smoothly. (This is a great way to keep your firm moving forward.)
4. BE AVAILABLE
Similar to point 3, communication is key to developing a strong relationship and making sure everything runs smoothly.
You can’t be available every hour of every day, but there’s nothing worse for a client than not being able to get in touch with their accountant. Set aside a few hours a day when you are free to chat to clients if they ever need you and let them know that you’re unavailable any time outside of these hours.
People don’t like to be left in the dark about things, and if they haven’t received a response back from you within a few days, then they will lose confidence that you care.
5. DELIVER WORLD-CLASS WORK
This goes without saying really, but if clients aren’t satisfied with the service provided, they will cancel.
The primary reason clients came to you is because of the service you provided, and not how great your customer service is. Keep track of any work your team might do for clients, so you are always aware of the status of their work.
The primary reason clients came to you is because of the service you provided, and not how great your customer service is. Keep track of any work your team might do for clients, so you are always aware of the status of their work.
If your service isn’t up to scratch and they don’t see results - you can expect a cancellation.
6. ASK YOUR CLIENTS QUESTIONS
The only way to know what your clients want is to ask them. Feedback emails (as mentioned earlier) are an excellent way to over-deliver. And it goes a long way that you made the effort to ask.
Ask questions about their company too - find out the best times to communicate with them, what excellent customer service means to them, what their goals are and more. Establish what their expectations are and exceed them. Treat this as an opportunity to get to know your clients too.
7. MAKE EVERYTHING PERSONAL
People like personalisation and not being treated as just another client (think back to what I said about Rise earlier). This means every moment of truth with the client should be personal - from their name on letters to a personal touch to emails.
Make all of your clients feel appreciated. If you’re holding an event - invite them along. Invest time in building a relationship with each and every one of them.
8. UNDERSTAND THEIR POINT OF VIEW
Your clients are busy people and you won’t always get a response from them as quickly as you’d like. If you know that you need something from them, then asking the day before isn’t sensible. You have to put them first.
Put yourself in their shoes. If they’re upset with how a member of the team has spoken with them, empathise and do everything you can to turn the situation around. Get the facts from your team and see the situation from the client’s side. (This doesn’t mean they’re always right, but look at things from their side)
PJ
For Accounting, Marketing, Business Building help, contact us:
☎ 020 89310165 | ☏ 07900537459 | ✉ info@apjaccountancy.com
☎ 020 89310165 | ☏ 07900537459 | ✉ info@apjaccountancy.com
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