Beverly Landais logo
Beverly Landais logo

What wins hearts and minds earning the loyalty of clients?

3rd February 2017 | Beverly Landais

With Valentine's Day just around the corner, it seems appropriate to think about what wins hearts and minds and earns the long-term loyalty of clients. To create mutually satisfying and long-lasting relationships, brands must put their clients first. This means taking deliberate steps to understand their needs and then organise the business from top to bottom to satisfy them:

  • Articulate your value proposition. A company needs critical mass to operate efficiently but scaling the business must be undertaken intelligently. Simply growing for the sake of a larger footprint is a surefire way to reduce competitive edge and create unwelcome distraction from more important issues. Size does not win loyalty. Well thought out value propositions that consistently anticipate and meet client needs do.
  • Keep your promises. A coaching culture that encourages staff to own the purpose of their work and take responsibility for client outcomes is a good start. Support growth mindsets with challenging work, relevant training and timely feedback. Celebrate effort and encourage resilience. This will unleash innovation, instill a sense of pride in the work and build commitment to keep promises.
  • Seamless team-work. This is vital to a healthy client relationship. The most successful teams are aligned, trained and motivated to work to a common end. This isn't easy nor can it be left to chance. Leaders must work hard to be approachable and keep listening as the larger a business gets, the more challenging it is to see what is happening on the ground.
  • Be consistent. A study by McKinsey & Company has found that a consistent client experience across the entire client journey will increase client satisfaction, create trust and encourage loyalty. This client journey encompasses every touch point in dealing with your brand. Consistency is under the microscope from the first inquiry to the process of making a purchase to being on-boarded and treatment as a client. This includes how any problems or issues are dealt with.
  • Be relevant. Nothing irritates more than being sent content that is not relevant and therefore has little value to the client. It wastes their time, undermines goodwill and gets in the way of genuinely useful communication as clients become accustom to pressing 'delete' before reading further than the headline.
  • Say 'thank you'. Technology, outsourcing and smarter working practices can create efficiency in the business and are sensible to pursue. Yet these can not be at the expense of the client relationship. The client service experience must be enhanced otherwise the benefit will be viewed as purely one-sided. Focus on the tangible benefits to clients and articulate these to avoid this trap. Say 'thank you' for their business. It will be appreciated.
  • Engage with them. Undertaking a client survey is just the first step. By all means use the results for your internal reporting, budget pitches and to validate your KPIs. Yet remember the purpose is to seek improvements that have appeal and value to clients which in turn will enable the business to grow. What one thing has changed for the better that clients would have noticed since your last survey? After all nobody enjoys being in a relationship with someone who thinks only of themselves.

Beverly Landais Executive Coaching

3rd February 2017 | Beverly Landais

« Back to the Blog

"Beverly provided me with clear uncluttered actionable tools that I have been able to employ day to day at work (and away from work). This has resulted in my confidence and self-assurance growing, and whenever in doubt I have plenty of tools to refer to whenever I need a pick me up."

Executive, Private Equity

"Beverly’s style was personal, understanding, accessible, transparent and detailed. Being a trusted expert in the field I work within, I found huge confidence in her being able to provide practical hands-on strategy for practically and positively dealing with the challenges in my current role. Expectations on both sides were clear from the outset, which meant we got the most from each session. Additionally, I felt that the program was tailored to me as opposed to a ‘one size fits all’ – a rare quality! This was enhanced by Beverly asking the right questions of me to uncover where I would get the most value from her experiences and triumphs."

Senior Marketing Manager, Global Law Firm

"Beverly’s hands-on leadership has revitalized Baker & McKenzie’s marketing model. She is involved in local decision-making and global initiatives and has restructured Baker & McKenzie’s London communications and business development function into an integrated team collaborating with the firm’s lawyers and marketers worldwide."

Comments of Judges – Beverly Landais, winner of UK Marketing & BD Director of the Year 2008 at The Legal Marketing Awards 2008

"Just wanted to say a big thank you for all your help and guidance over the past few years and in particular with your assistance with two presentations, which couldn’t have been delivered without your input and guidance."

Chartered Financial Planner, Wealth Management
Download Portfolio