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The secrets of client engagement

Submitted by on Monday, 28 October 20132 Comments

The secrets of client engagement

One of the challenges many people working inside companies find is the difficulty of overcoming the attitude of scarcity mentality and ‘minimising risks’.

And while minimising risks is certainly an important attitude to have, we believe (and this is especially true in Asia) that it far outweighs an even more important attitude – maximising opportunities.

So we hope this simple diagram showing the secrets of client engagement – plus the benefit of research – will help those trying to maximise opportunities win the day.

How client engagement helps you maximise opportunities

Few things are so frustrating as when you make a proposal that you believe will be loved by your customers and clientele, only to see it shot down in flames by colleagues who may be unduly focussed on the risks concerned.

Well, here’s some news for you – you need to take risks in order to keep your clients engaged! And, as we have seen here previously, most clients are not being engaged!

The reason why? Many of the metrics used by companies to measure ‘client engagement’ are in fact doing nothing of the sort. Instead, they are measuring satisfaction, and the two concepts cannot be further apart. Have a look at the diagram below:

Client Engagement

The secrets of Client Engagement – downloadable pdf format

The grey levels

You will see that the diagram consists of coloured levels and grey levels.

In the grey levels, we perform Availability and Accuracy factors towards our clients. In an office for example, an availability factor might be picking up the phone before it rings 3 times. An accuracy factor might be getting a product specification correct.

The key point about these grey levels is that they are functional. We are performing a service and satisfying the customer (or client).

But what don’t we see here? What aren’t we doing?

We’re not exceeding our clients’ expectations! And, as such, we are commodifying our relationship and leaving ourselves wide open to compete only on price.

And if we measure the purely functional aspects of this relationship, the client will be no more loyal than if we did nothing at all! This is because satisfied clients are not loyal clients.

The coloured levels

The coloured levels, meanwhile, are hard to copy and steal and hence enable us to differentiate on something other than price.

Let us explain.

If we can gain a client’s trust by going beyond providing a mere service, then we will be more likely to be in a position to give the client advice. And advice is not a commodity. It is extremely difficult to copy or steal and truly can be called an emotional, relationship factor.

Go a level higher, and we rise to partnership. Partnership is beyond advice – it is where we do what’s best for the client, as if we were making the decision for ourselves. Again, very difficult to copy and steal and extremely difficult for a competitor to usurp on price considerations alone.

Engage your clients like this…

We’ll be exploring these themes in more depth in future posts so make sure you subscribe below.

In the meantime, if you want to enhance client engagement in your company then be sure to have a look at our Client Engagement Masterclass. This powerful session equips you, and your colleagues, with the key skills for engaging your clients and banishing scarcity mentality from your meetings.

Just follow the link below for more details…


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