The Growth Series

Keeping in Contact in Today’s Climate

Your clients want to know you care about them, and that’s why keeping in contact is so important.

But as clients approach you with more and more complex needs, communicating regularly can be resource-intensive and time-consuming.

So what can you do?

If you want to show you care about your clients and understand their specific needs, circumstances and priorities, a one-size-fits-all approach to client communication simply won’t work.

Your clients, quite rightly, demand and expect personalised communications tailored to them individually. At the same time, they want you to be able to answer their questions quickly and in straightforward language.

Thankfully, there are various ways in which you can do all this effectively, efficiently and speedily, and add value to the client experience every step of the way.

Adopt CRM technology

If you want to stay in touch with your clients and manage your relationships in a timely and targeted manner, Customer Relationship Management (CRM) software is essential. 

A CRM system allows you to streamline countless aspects of engaging with clients. For example, you can gather client data and use it to inform individual client interactions, personalise messages with a client’s name and promote products and services to clients who might benefit from them or need them soon.

At the same time, you can use CRM technology to conduct surveys and gather feedback, so you have a means of listening to what your customers want and expect from you, and be able to tailor your proposition accordingly.

As a further bonus, many of these processes can be automated, which can free up considerable time and resource throughout your business, and allow you to concentrate on what you do best.

To find out more about the benefits of using CRM tools, read our guide: Boosting Customer Retention with CRM.

List FAQs on your website

Many clients have highly complex and specific needs. For example, the process of applying for a mortgage can be more complicated if a client is self-employed, or if they’re a landlord looking to let out a property.

But at the same time, you’ll have a fair proportion of clients presenting with relatively straightforward needs, many of whom will ask you the same questions day after day.

It could therefore be a good idea to draft answers to the most common questions you field from clients and share them on your website.

Perhaps you could have a dedicated FAQs page, or even publish a series of blogs answering common questions in detail. Alternatively, you could run a social media campaign where you pose and answer these questions.

Not only would this be an easy way to generate online engagement and showcase your expertise in this field, it could also be an easy way for you to make the most of your face-to-face client communications. If your clients already have the answers to many questions, you can instead spend this precious time delving into deeper and more substantive issues that relate to them specifically.

Send a regular newsletter

If you want to keep your clients informed about the latest developments in your industry or your business, send out a regular newsletter, perhaps on a monthly or quarterly basis.

This could offer anything from commentary on current events to news about what’s going on with your firm, such as new hires, charity ventures or praising your employee of the month.

A newsletter is effective because it rounds up useful information your clients might need to know and delivers it in a digestible, easily accessible format. And again, this is something that can be automated by your CRM system.

Create an app

Many businesses have created an app to simplify the lines of communication, as clients who’ve downloaded the app will be able to get in touch with just a couple of clicks on their phone.

An app is also an ideal means of promoting new services and promotions to your clients, as they’ll get a notification whenever you have something to update them on.

To find out more about using apps for client communications, read our article: Does my business need an app?

Respond to online comments

Many people will interact with brands via social media, asking a question on the likes of Facebook, Twitter and LinkedIn, and expect a response.

It could be well worth you spending time each week monitoring your social channels and engaging with the people posting on your page or tagging your brand.

Similarly, if a person reviews your business on a platform such as Trustpilot or Google, acknowledge the comment and thank the person who has left it. 

For more insights on leveraging social media, listen to our podcast: Running a successful and engaging social media channel

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