The importance of customer satisfaction is vital to digital marketing agencies and account managers to ensure attainment of your KPIs and goals. But managing numerous accounts at once is no easy feat.
This article covers how you can maintain customer happiness, satisfaction, and loyalty through the fundamental areas of client management, including:
- The importance of customer satisfaction for your business’ success
- How to manage the first 90 days of a new client relationship & grow trust
- 6 account management skills & qualities for customer satisfaction
- The 3 best methods of measuring customer satisfaction & happiness levels
- 5 strategies on how to increase customer retention and satisfaction
The Importance Of Customer Satisfaction In Client Management
Client servicing industries today are highly competitive. Your client management services need to stand out from the crowd to acquire future prospects… and more importantly, retain current clients. Bain & Company found a 5% increase in customer retention can boost ROI and business growth by 25-95%, which is why effective client management is so important.
You’ll even find new clients knocking on your door thanks to positive referrals. If you want to learn more about how to keep your customers satisfied on a regular basis, become an AgencySavvy Member to learn new and tested proven strategies.
How To Manage The First 90 Days Of A New Relationship & Grow Trust
90 Day Plans focus on the importance of customer satisfaction. Like any new relationship, you’ll need to learn a few things about your client and earn their trust. 90 Day Plans are broken up into 3 parts:
The First 30 Days
During this initial phase, you must address any initial client concerns and preconceived notions of your services. You’ll need to determine your client’s:
- Pain points
- Main priorities and purpose of using your product or service
- Short and long term business goals
Once established, these facts will help you create a realistic and clear action plan to improve customer satisfaction with concrete goals and measurements of progress for the entire period. In turn, laying the foundations of trust. For client onboarding tips, read this blog.
Between Day 30 – 60
Your aim here is to build customer satisfaction, value and retention by putting your knowledge and skill-set into action – proving your worth and increasing their trust.
During this period send your client recap emails of task progress showing that you are on track to meet their expectations and goals. Create meeting agendas to show you’re organised and willing to address any new changes or areas of concern.
The Final Day 60 – 90
This period should be used to showcase the benefits your service produced. Utilise this period to solidify and seal your client’s trust and loyalty by holding a meeting to reflect and discuss:
- What was learnt by both parties (what did and didn’t work)
- Anything that could be improved next project or quarter (including any recommendations of your customer service)
- Any extra services you can offer that will benefit your client
In our AgencySavvy Blueprint course, we cover topics including project management tools, lessons learnt, systems that could help your agency and more. The benefits of customer satisfaction and loyalty being the centre of your account management strategy will be paramount.
6 Account Management Skills & Qualities For Customer Satisfaction
Account management skills should focus on building customer satisfaction, value and retention for long-term partnerships with your clients. To achieve this you will need:
Having the ability to present modified strategies to meet the goals of both parties is crucial to customer relationship management and customer satisfaction. Relevant skills include holding your ground (when necessary) and utilising a strong sense of timing for communications.
An account manager is the face of a company to their clients. If you and your client aren’t on the same page, it will have a detrimental effect on customer satisfaction and customer loyalty. Utilise your agency’s buyer persona profiles to learn your clients’ lingo, understand their industry and role within their business. Talk to your clients on their terms to improve communication and comfort levels.
Time Management Skills
If you’re late to every meeting and can’t return your client’s queries within a couple of days, your client won’t be satisfied. Answer client calls in a friendly and professional manner, and respond to emails as promptly as possible to show you’re efficient, organised and can meet their expectations of service quality. If you really struggle to find the time for all your clients or tasks in general, we have a wide variety of courses that will help you master all aspects of your business.
Project Management Skills
The right online software project management tools will help you improve your client project management process. Utilising visual displays like Kanban boards display progress in a quick and effective manner to ensure mutual understanding.
Problem Solving Skills
Your clients have come to you to help solve their problems, so you need good problem solving skills. Talk your clients through the strategies you’ve used in other tricky cases to achieve the desired results and solved the initial problem to garner their trust in these skills.
Empathy - Relationship Management Skills
One of the most undervalued skill – Empathy is a vital quality for customer satisfaction and customer loyalty. If you can’t share your client’s losses and wins, how can you build their trust and understanding of who they are? Showcase your empathy as a constant reminder that you care about them and maintaining successful customer relationships.
3 Methods of Measuring Customer Satisfaction & Engagement Levels
No one wants to see an online review from a client stating they received bad customer service. Measuring customer satisfaction and loyalty in online and offline environments on a regular basis will help avoid such situations by flagging potential issues before they arise. Use these 3 methods:
The Net Promoter Score (NPS)
The Net Promoter Score is a customer service satisfaction questionnaire involving a simple 1-10 scale used to measure, evaluate and improve customer value, satisfaction and loyalty. It’s one of the most popular ways of measuring service quality and customer satisfaction. The NPS questionnaire categorises responses into 3 groups:
- The Detractors who rated your business unfavourably between 1-6.
- The Passives who rated your business between 7-8, and are happy with your product and service, but will not likely publicise their satisfaction.
- The Promoters who rated your business 9-10 and are so happy they will publicise their pleasure.
To get your overall NPS you need to subtract the percentage of customers who are Detractors from the percentage of Promoters. NPS softwares such as AskNicely is a nifty tool you can use to calculate, collect, measure and report on customer service metrics. This helps to evaluate client responses based on their customer satisfaction levels in marketing, customer service, communications, and more.
By asking the right customer satisfaction interview questions, you can better evaluate your clients’ happiness levels, and learn where to improve your customer service. Use the results and build a customer satisfaction improvement plan. Be proactive, don’t wait until it’s too late!
Regular Health Checks
Just like your body, your business needs a regular health check to ensure it’s not lacking nutritional value for your clients in any area.
To conduct regular health checks, schedule and contact your clients a few times a year to review their satisfaction levels with your services, and anywhere they recommend you improve. You’ll need to create an infrastructure of questions and ratings to discern the health of your business, and client relationships.
Quarterly Strategy Calls
Quarterly strategy calls are a great way to maintain client engagement and ensure ongoing satisfaction by discussing all aspects of your service over the past quarter and address any areas needing improvement for the next quarter.
These calls are an ideal opportunity to discern if any of your clients’ goals have changed, if they want to head in a different direction, or are hesitant to refer your services to friends.
Become an AgencySavvy Member to learn from other agency owners who are facing the same challenges as you! With so many options out there, it’s hard to decide whether this membership could have the ROI you’re expecting, learn more about The AgencySavvy Difference. Don’t ride the #agencylife alone.
5 Strategies On How To Increase Customer Retention And Satisfaction
Building client retention rates is your most valuable asset for long-term goals and KPIs as client trust turns into loyalty, which turns into retention and word-of-mouth referrals. To achieve this, use the following strategies:
Learn about your client
Remember that the client your client is a human being with their own family, hobbies, likes, dislikes, etc. Learning who your client is on a personal level will strengthen your relationship.
Reduce their pain point and friction
The proof is in the pudding. Who wouldn’t trust someone who has proven that they can help reach your goals and KPIs? If you can achieve the results they want when they want, they have no reason to doubt you.
Transparency is the most effective way to build trust.
Sometimes your client’s ideas are unrealistic. As an expert, it’s your duty to use facts to bring them back down to Earth. This openness when discussing concerns and issues will help your relationship overcome hurdles and let your clients know that you won’t abandon them if times get tough, much like our Mastermind program.
Check in regularly
Keeping in touch is what keeps any relationship strong. If you don’t contact your client for a month, they may wonder if you’re working on their project at all.
Even if progress is as expected, reach out to your client and let them know how everything is going. Regular contact will let them know they’re on your mind and their needs are being looked after.
Clients expect their goals to be met and a little more. Exceed their expectations and celebrate their wins!
Whether a personalised gift or a congratulatory card with an inside joke, this extra surprise will make them feel valued and more than just a client. In this agency world, managing the relationship between customer experience and customer satisfaction is vital.
Perhaps even consider measuring your account managers KPIs around customer satisfaction.
Your Relationship Between Customer Service And Business Success Should Be Your Focus
Client management is an integral part of creating customer satisfaction, value and retention to ensure your business grow long term.
Following a 90 day template will help solidify the project management process and build client trust when partnered with account management skills that highlight the importance of customer satisfaction.
Regular health checks that measure customer satisfaction and happiness using programs such as NPS and quarterly strategy calls will ensure you are on the right track to meeting your clients’ expectations. Meanwhile remaining transparent and celebrating your clients’ wins will build long term loyalty and can even gain a friend.
It’s about giving value back to the client for taking the time to give you insights into how they are feeling, where they are heading, what they are unhappy about and what they wished you offered.