Have you ever done a favor for a client but didn’t tell them? Have you ever stretched the rules a bit or bent a policy to be helpful to a customer but failed to mention that you could get in trouble for doing so? You may want to rethink your habit of keeping quiet about those times when you went above and beyond the call of duty.
I had a boss and mentor when I was working for a software giant in the healthcare industry who made it a policy to let his customers know when he went above and beyond for their benefit. He wanted those who reported to him to get into the habit of doing the same. He would often tell us in staff meetings that he always wanted our clients to be in the position of “owing us one.” This was his client retention strategy. I always thought this was an interesting concept but I struggled with it until he explained to all of us that a client has no idea what limitations employees are under when it comes to the delivery of service, or when they have exceeded those limits to make sure they have happy customers.
Communicating to our clients that we have gone out of our way to ensure their satisfaction goes a long way when it comes to gaining their loyalty. At the very least, this former boss of mine wanted our clients to think twice before leaving us for a competitor. He always wanted the question to linger in their minds of whether or not this new company would consistently go out of their way the ensure satisfaction they way we always did.
This was an interesting strategy, and one that worked, because this former boss of mine had the highest client retention statistics in the company.
So the next time you stay late to finish that report or ship that product, rearrange a work group to ensure your client has the best and the brightest working on their project, change your schedule to accommodate your customer’s, or give your client something extra in their contract that you are not going to charge them for, find a courteous and professional way to let your customers know! You might find that sharing what you did gains you increased customer loyalty.
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What are some of the ways you go above and beyond for your customers? Do you make them aware of this?