The bottom line is that every business wants to gain new clients and every business wants to service and please the clients they currently have. This is the client service age, after all, and the reality is that if a business is not pleasing the clients they presently have and are failing to offer the best customer service in their market, there’s a good chance that some other business will come along and steal those clients away.
Now plenty has been written about what it means to provide quality customer service, one that services a customer’s needs and makes them happy that they chose your business over a competitor’s. Look up the subject on the internet and you will find lots of articles on the topic and plenty of professionals offering their two cents.
But, what I would like to talk about is not what it means to provide quality client service, but rather, what it means for a business to develop a sticky relationship with its client base. There’s a difference here, and although providing good customer service is part of creating a sticky client relationship, the latter topic, in many ways, considers a broader, more business development-centred perspective.
So, what does creating a sticky relationship with a client base exactly mean? Well, this is simply a fancy term for describing how well a business repeatedly attracts the same customer base and how well the business serves its customer’s needs on a long-term basis. Certainly, serving a customer’s needs is a strong indicator of success for a business. But, being able to serve the needs of the same customer consistently, repeatedly and over the long-term speaks far more to a business’s sustainability.
As a Customer ServiceRepresentative
for AccessEasyFunds (AEF), an Ontario-based company that provides commission advances to real estate agents, there is no doubt that providing quality service for the real estate agents we serve is a major factor in whether or not AEF succeeds as a business. We know that, and that’s why our team places such a high priority in maintaining a high quality of service for the agents we service.
But, as a business, our team at AccessEasyFunds also understands the incredible value in having the agents we serve return to us for their commission advance needs on a repeated basis. Our success in forming these “sticky” customer relationships is not only a barometer for the quality of service we provide, it’s also, frankly put, just good business.
In working to create lasting relationships with our customers, we have focused on providing two key positive offerings for our customers: one, we provide an incredibly competitive price point for our commission advance services, which in many ways allows our customers to repeat the use of our services. Second, and to tie into a topic we already hit on, AEF continually strives to execute effective, quality and consistent service for our customer base, which, very simply, makes our customers want to return to our business. Clients get what we tell them they will get, and they reward us by returning to our company for their cash needs.
Very simple, and it’s a model that I’m more than pleased to have my name, Larry Weltman, associated with. When it comes to creating a more more long-term relationship with abusiness’s clients
, there’s one last element that I would like to mention, and that’s the continual evaluation that every business should perform to make sure that they are remaining current to the needs of their client base. Needs change, and when considering the topic on a more industry-wide level, the needs of a business’s client base changes and shifts over time as well. Therefore, in order for companies to remain needed by their customers, they must not only continually provide optimum service, they must also continually strive to be at the forefront of their respective industries.