I started my sales career at the very impressionable age of 23, and it was the first time I had heard the terms “hunter” and “farmer”. Deep down I always knew I was a farmer, I loved nurturing, caring and making sure our clients had the best experience. This meant my career started to move towards client loyalty.

Back then the buzz words were;

  • client centricity,
  • client loyalty,
  • client transformation and
  • client experience.

We often heard these terms but never actually knew what they meant, how we can measure it and more importantly how to become a client centric business.

Tracking your customer’s journey and their experience, whether positive or negative through various technologies is reshaping the landscape of the business world. Client loyalty therefore is no longer a buzz word, but a tangible, measurable, functional strategy that is an integral part of owning, starting and being successful in business.

Regardless of your industry, company size, product or service, we know focusing on your clients is one of the keys to success. From the large corporate, mid-size accounting firm or small coffee shop, focusing on client loyalty will create so much positivity for your business that it is now time to start concentrating on it.

So, what is client loyalty?
Client loyalty is not a new concept; however, before the financial crisis it was mostly a vague one, companies now know that in a volatile, competitive and ever changing business environment, becoming client centric is what is going to keep yo

u growing, profitable and competitive.

According to Wikipedia “Client Loyalty is when the loyalty business model is used in strategic management in which company resources are employed so as to increase the loyalty of customers and other stakeholders in the expectation that corporate objectives will be met or surpassed. A typical example of this type of model is: quality of product or service leads to customer satisfaction, which leads to customer loyalty, which leads to profitability.”

Companies are moving away from product, people and process strategies to ones that are now focused on what their clients want.

This is ensuring trust, loyalty and relevance. When we think about client loyalty it’s about listening to our clients, focusing products around what clients want to buy, gathering feedback, making it easy for clients to do business with us and will share their experience with their friends, partners, family and other business colleagues. Word of mouth, referrals and repeat business is what client loyalty is all about.

By focusing on your clients and listening to them, you can make changes to your business which will create an impact on your customer base, your profit and future.
I often work with businesses large and small to create a successful feedback loop for their clients and ensure a successful way they can hear from their clients.
Most recently I worked with a mid-size wellness clinic in Adelaide to help them grow, develop and change their business. We used the Net Promoter System (NPS) to define some questions, measure their client loyalty and define changes they needed to make in their business to take it to the next level.

They got their data ready, we formulated questions with the end in mind, thought about how to communicate the survey, where we would capture the data, the number of responses we wanted and then started to collect data.

It was so rewarding to see the results come through and the different areas they needed to improve. Some of the key takeaways was to improve their reception centre, create a new follow up procedure, warmer rooms, new service suggestions which created a plan for the future and also what classes people want to attend.

After the successful survey, the wellness clinic has amazing data to help their clients remain loyal. They listened to the feedback, made changes and showed their clients that they matter. It was very well executed, well managed and they will see the benefits of this over the year to come.

Remember listening to your clients, making the change and focusing on their needs will create a loyal customer base which will lead to more customers, more referrals, more word of mouth and a successful business, which is what we all want.