Target Clients Wisely
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Be client centric, but not too much
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Decide who you want to be for whom
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Set limits to client influence
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Remain efficient when meeting needs
Specify which clients you want
Each market is different and there are many types of clients. Some pay little and switch fast. Others want more and remain loyal. Who do you want to be for whom? Which are the value propositions that set you apart? For which clients?
Limit the
client's influence
Flexibility to satisfy client needs usually is constrained. Some require a tailor-made product or service. Others accept your standard offering. Have you made a conscious decision? How far do you allow clients to influence the way you operate?
Ensure to keep making money
Revenue shall be higher than than costs to serve. Efficiency requirements set limits to meeting all and each clients’ wishes. How complex is the delivery of your products or services? How easy is it to make money?
Know when
to say no
Most organisations understand they need to satisfy their clients and make them happy. But sometimes the costs to serve are higher than the benefits. Would you do anything to please your clients? Do you know when it is better to say no?
Understand root causes to requests
Client requests are driven by underlying needs which may differ per stakeholder.
Good value propositions address the needs behind the request. Do you know the bigger picture for your clients? Do you always know who wants to achieve what?
Listen to your clients
Most clients will tell you what they want. Some are explicit and clear. Others require help. The reasons why clients buy typically drive the way they buy. Does it make logical sense what your clients ask for? Why do clients come to you?
Structure your
client messages
Content of proposals may be disregarded if not logical to follow. Well structured value propositions with a compelling storyline can help convince clients to award their business to you. Are your messages always focused on the client?
Tell clients why
to buy from you
Most organizations are good at explaining what they offer. But most clients don’t just buy what is on offer. They want to understand why they shall buy, why now and why from you. Do your offers always clearly explain?
Focus Your Propositions
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Forget the what, focus on the why
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Know what drives each stakeholder
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Translate benefits into value
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Structure your messages well
Deliver Your Promise
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Go for a seamless experience
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Watch the cost to serve
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Align structure, processes and culture
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Ensure people know their contribution
Make the client's life simple and easy
Most of us get what we want on a daily basis. We never need to think why something happens exactly as we expect. Do your clients always get the seamless experience they want? Do you continuously eliminate friction?
Involve everyone in the organisation
Everyone serves the client, directly or indirectly. Your actions affect others. It can be difficult to get teams understand how to collaborate serving clients. Do all of your people understand how they contribute to the client experience?
Align processes
and activities
Give clients what they bought. It sounds easy. But it can be difficult to achieve. Many organizations struggle to remain efficient whilst serving their clients. Can you easily deliver what clients expect? At acceptable cost to serve?
Eliminate
non-value adds
Organizations need systems and processes. Yet clients don’t care. Every step incurs costs but not all steps add value to the client. Then why should you keep these steps? Have you asked your clients what they don’t like?
Grow Lifetime Value
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Reach higher win rates
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Improve client satisfaction
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Increase client loyalty
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Achieve better margins
Make clients happy
Client influence is growing. Each client has different and changing needs over time. Private life experiences impact professional expectations. Are you obsessed with providing clients a better experience? Can you adapt fast enough?
Know your clients
Regardless of the value chains you operate in, ultimately you are serving an external or internal client. Do you know what the clients at the end of your value chains want and why they want this? What makes them happy?
Stimulate continuous client focus
Client relations take time to build, but can be destroyed instantly. Everybody influences the client experience. Are all your people aware? Are the right processes and tools available to collaborate and excel in serving the client?
Build long term relationships
Deep understanding of client needs and buying behavior is important. Clients expect you to continuously simplify and improve. They reward a pro-activity. How loyal are your clients? Are your clients your best sales agents?
Did you know?
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Striving for great client experiences solves root cause issues, reduces cost to serve and increases loyalty.
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Over 80% of consumers are willing to pay more for a better experience.
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Almost 90% of consumers may switch to a competitor following a poor experience.
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A good client experience may result in 140% increase in customer spend.
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Happy clients are almost twice as likely to stay loyal to you.
