Increasing client retention rates through enhancing client experience

Keynotes

  • Client experience matters. If it’s shit, or there is no experience at all, then clients won’t hesitate in cancelling
  • Treat your clients with respect, and communicate in a way they understand – avoid technical jargon
  • Report against revenue, NOT rankings

Transcription

John:                     One thing that you mentioned there Matt, well a couple things. Firstly, business owners sharing the numbers. All of my clients do, because it’s the only way that I can actually help them. I certainly don’t talk about rankings when I have my end of month strategy call, as you do, and if that topic comes up in conversation, it’s usually something right at the very end.

John:                     But the primary focus for my end of month strategy calls is, okay, how many, how many clients did you close? How many customers did you close? What did you generate in terms of sales? I’ve helped my clients understand and educated them about the importance of tracking at their end, because you know, look, most business owners use CRMs and they’ve got girls that answer the phone and they ask the customer where they found them and so forth.

John:                     And I mean it’s not an exact science, but when you get it fairly well-tuned and you can compare the data during those end of month strategy sessions and look at the data and say, okay, this is the estimated monthly revenue, what did you see at your end? And those numbers are pretty close, then you know that you’re in the ballpark. It’s not, “Oh you should have made $180,000 this month. Bob, what did you make? Oh we only had five calls and we made $3000.”

John:                     So it’s not an exact science and it’s certainly … I mean I don’t do any other form of marketing. I’m not sure how it stacks up against the likes of Facebook ads, paid traffic and AdWords and so forth. I know that stuff, you can track that stuff very accurately.

John:                     But I think, just getting back to your point about the client experience, and them not wanting to leave and potentially go somewhere else. When you’re reporting against, again, the metrics that matter and they can see that … I mean, I’ve got some clients that are paying me $2,500 a month and they’re doing over $100,000 a month in sales and revenue through the website.

John:                     I had a client just recently that I got the shits with and I said, “I’m done. I’m going to finish up this month. You’re on your own.” He refused to leave. He came back, he said, “John, I apologise. I can’t, I don’t want to go anywhere else. I wasted $50,000 before I found you. We’re making good money. Please reconsider.”

John:                     And I sat on it for two weeks, and I ended up taking him back. That came about just through either miscommunication or maybe he was just having a bad day when he contacted me and sent a colourful email.

John:                     But when you provide … this is a thing, right? It’s about client experience. And this is something that I’m really going to be focusing on even more so this year, when I build out the client portal that I mentioned in the group. The dashboards, centralizing everything so that clients get clients get one login and they can access absolutely everything about their campaign, all in their own personalised console, where I can put their loom videos, short educational videos, their reporting, everything.

John:                     So the whole, tying that in with our reporting against revenue, holding the end of month strategy calls, doing the Q&A sessions. The client feels a part of the project. You’re not just some guy that’s working in a back bedroom somewhere in a fucking circle of candles in a black robe that sends out an invoice once a month and they never hear from you.

John:                     So I think the client experience really matters. This is why I say, I often post stuff in groups. People say, “Oh my client cancelled, and I’ve got them first-page rankings in three months.” You know, once you start digging a bit deeper and asking, “What were you reporting on? How often were you speaking to the client?” Asking, “How much of an understanding did you really have about their business?” Most times those answers are really fucking thin. I think, not just reporting, or reporting a positive return on investment, but also the experience.

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