23 Jul Commandment #5: Client Retention Is Not An Event
Commandment #5: Client Retention Is Not An Event, It Is A Daily Process
We’ve all heard the terminology; “Flavor of the Month”, etc. Once management acquires a reputation (internally) for managing this way, i.e. constantly shifting tactics (or worse – shifting strategies) – they risk losing both credibility and the attention span of their people.
My partner John was conducting an Attitude & Action® workshop several years ago with a new client. Throughout the course of two days of teaching, attendees are asked to discard a lot of practices they have become used to doing and embrace a revolutionary process requiring new thinking and acting.
It was hard for John not to notice a “seasoned” veteran in the back row doing everything possible to signal disinterest, boredom and just an “I’d rather be anyplace else but here” demeanor. John, being John, confronted the behavior straightaway (sorry for the terminology – spending a lot of time in England lately). The response was classic; “John, I’ve been with this company a long time. I’ve outlasted the quality circles, TQM, 6 Sigma, group hugs and even EST. I guarantee that I’ll outlast you.”
Now, Tenacity has an outstanding success rate installing Clients for Life® with our clients. We can bring about enormous improvement for clients who are motivated, committed and properly resourced. I believe the reason for this is that we insist that the corporate focus on client retention (of the “Right Clients” of course) be sustained until it becomes a culture. Since every good thing flows from outstanding client retention (profitability, new sales, employee retention, revenue growth, share expansion, etc.) it must stay #1 and senior management must see to it that it does. (By the way, we easily outlasted the aforementioned seasoned veteran.)
Culture is largely composed of the “daily events”. The best definition of corporate culture that I’ve ever heard is, “It’s just the way we do things around here.” When the key components of Clients for Life become second nature – “the way we do things” the organization is well on its’ way to caring about creating, sustaining and communicating “Relevant Value” to its’ clients (see blogpost dated March 25, 2013 www.http://clientretention.com/the-blog/page/2/). Once that occurs, all the concurrent benefits just have a way of falling in to place.
“Clients for Life works – but only if you work at it.” (John Gamble)