“If you can’t say anything nice, then don’t say anything at all.” Is that always the case? In instances when reviewing material or giving advice, this may be impossible to avoid. As the world becomes more and more tech-savvy, the more people value a personal touch. The future of a company demands that we think about Return on Investment as a Return on Relationship. What more can we do for the client? Don’t feel content with where you are now; always strive for something more.
ROR: Return on Relationship
In my position as Account Manager, building and maintaining client relationships is a central part of working life. It is key to build relationships that go beyond one-time projects and can provide value to clients on a consistent, on-going basis. I spend a lot of my time communicating with clients about their campaigns and find that the return on relationship becomes more and more of an importance every day. The more comfortable a client is with their Account Manager, the better it will be when circumstances go good or bad. A good relationship equals a trusting client, which means they will trust the recommendations you make or trust you to fix things when they are not up to par. A great Return on Relationship is specifically correlated with a great Return on Investment. This outlines four tips for developing continuing relationships which, in return, will help your client get a ROI from that all-important ROR.
1) Allow easy access for a better engagement. The more hoops a client has to jump through to get the answers they need, the more likely they are to have a poor experience which makes it more likely for you to lose them. Along with the monthly reporting calls we provide our clients, they have access to various reporting tools online. This allows them direct and easy access to their campaign any time of any day. Find what tools help you stand out and share them with your clients. This will truly help them understand their ROI while you are building ROR.
2) Communicate openly and effectively. Communication is essential to every part of your lives. This goes hand in hand with allowing easy access for better engagement. You should make yourself as available as possible for clients to get in contact with, and reply promptly as possible.
3) Be a useful resource and share your knowledge. The more value you offer, the more a client comes to depend on you. If you don’t know the answer to the questions, go ask someone. Don’t hesitate to share stories of other client’s successes. Share your knowledge and apply your skills to different problems they may be facing. Ask yourself “what more can I do for the client.” This could lead to eye opening ideas for the client and make it a more personable experience.
4) Manage time and meet deadlines. When you say you’re going to do something, do it. There should be no question in the clients mind that you will follow through. The freedom from worry builds trust and clients prefer to stick with a company they can trust.
The bottom line? Relationships matter. Knowing what your customers want and need will lead you to get ROI from ROR.