| Add to this the fact that
clients who are unhappy with your services are twice
as likely to tell this to other businesses than clients who
are satisfied will.
And the final blow; it takes a minimum of 9 ‘effective
approaches’ over an 18 month period to win a new
client to replace the one you've lost. However, there
is one positive aspect; it is 5 times easier to retain and
sell new services to existing clients, than it is to
gain a new one.
Combining these factors provides your business with
a compelling reason to adopt a co-ordinated, business-wide
approach to client relationship management. Implementor
can help you establish and implement a client relationship
programme that is tailored to your business’ and,
more importantly, your clients’ needs.
Module elements
Audit to review effectiveness of current processes:
» analysis
of client satisfaction and/or ‘churn’ rate
» review
of key client information
» interviewing
key client team members
» interviewing
existing and former clients
Programme planning
Customer satisfaction surveys
Role of client partner
CRM as part of the staff appraisal process
Relationship assessment:
» profiling
clients (financial/business opportunities)
» understanding
the client's business
» stage
of relationship (using Cranfield’s KAM model)
» client
segmentation
» behaviour
matching
» assigning
client partners
Creating the client development team
Creating client development plans
CRM databases (see also Database
Implementation)
Annual client reviews
Post transaction reviews
Service quality:
» engagement
letters
» complaints
procedure
Loyalty schemes
Alumni development programme
|
