Account Management Strengthens Customer Relationships

Burlington, ON - Every day there are numerous opportunities for your business or organization to strengthen customer relationships. According to Karen Grassick, president at Zippy Print, recognizing such opportunities and implementing proven techniques will help you grow your business with existing clients. Potential losses can be significantly minimized through daily account management, but when they do occur, it's not impossible to regain these valuable assets.

Maintain Accurate Customer Information
While successful account management encompasses numerous diverse activities, accurately tracking and recording customers' needs is an essential first step for establishing a solid foundation on which to build. "Every contact with a customer should be used as an opportunity to deepen your relationship," said Karen Grassick. Needs should be analyzed:

• During frontline dialogue - Train staff members to collect information through routine interactions. Listen for ideas that may open a door for suggesting additional products and/or services from which a particular customer may benefit.
• Through surveys - While only a small percentage of recipients actually take the time to complete and return a survey, those who do usually provide valuable information on what works, as well as what they would like to see improved.
• With each project - Track customer purchases as a means of suggesting additional ways in which you can provide valuable services. Purchase history is also useful in creating mailing lists for distributing relevant direct mail pieces and educational materials.
• By conducting personal interviews - Take top customers to lunch or meet them in their office to get a better sense of their attitudes and objectives.

Many companies are unaware of the ramifications of inactive customers and do nothing to resolve the situation. Lost customers not only mean decreased revenues, but they also can lead to negative word of mouth and weakened staff morale. While some customers leave for reasons beyond your control, such as relocation, or change in economic situation, most customers become inactive due to:

• Poor service - This encompasses all aspects of each business transaction, including interactions with staff, product or service turnaround time, and delivery.
• Unresolved complaints - Only 4 percent of customers who are unhappy complain. A complaint is an open invitation to go above and beyond the ordinary and provide exemplary service. When a complaint is taken lightly or ignored, it's a direct rejection of the customer.
• Disapproval of changes - Familiarity makes customers comfortable. Changing policies, products or even staff can make customers leave. This is not to say changes shouldn't occur, but when they do, objectives should be well communicated.
• Feeling unappreciated - Customers need to be reminded not only how you provide them with the best value but also how valuable their business is to you.

The odds of recapturing business from lost customers are greater than the chances of gaining business from new prospects. With this in mind, it's important to develop and implement key initiatives to maintain and regain business. Here are some ideas to help you get started:

• Communicate regularly - Distribute customer newsletters and direct mail postcards describing your latest capabilities and business successes. Include testimonials from satisfied customers. Send note cards acknowledging past business and recognizing each customer's importance.
• Hold a luncheon or open house - Mail personalized invitations to carefully selected, satisfied customers as well as customers whose business you would like to earn back.
• Show interest in the individual as a person, not just as a client - Send a card in recognition of a holiday or special event. Hand-deliver a care package, such as a small gift relating to your business, that has personal value to the recipient.

"These techniques are the first steps in establishing grounds for solidifying a business relationship," said Karen Grassick. "Personal attention is more important than persistence." Make it part of an ongoing plan within your business or organization to evaluate each customer's needs and maintain regular communication. Investing in a mutually beneficial relationship pays big dividends to all involved.

About Zippy Print
Zippy Print is a member of Allegra Network LLC, one of the world's largest marketing, print and graphic communications franchises in the world, linking more than 550 locations in North America.

Media Contact
Karen Grassick