Maintaining customer relationships has always been an essential part of B2B success. I mean, what’s a business without customers? And with the lasting effects of the pandemic and ongoing ramifications of the “great resignation” still hanging in the air, keeping consumers satisfied is more important than ever.
So how can you and your business keep up with the evolving demands of clients and support consumer connections in a post-pandemic world? Read on to learn more.
Connect on new channels
When COVID-19 reared its head, virtually every business was forced to go — well, virtual. Companies traded in cubicles for computer screens set up on dining room tables and adopted a work-from-home system. Even as the pandemic began to slow, some businesses kept this new way of working and many even preferred it. Operating online has given organizations various new ways to communicate with their clients.
According to a Zendesk report, 48% of consumers say the pandemic has raised their expectations for customer service.
Its common knowledge that openly and actively communicating with clients is one of the key components of building customer relationships. And before the pandemic, in-person interactions were seemingly the standard for a meaningful and influential connection. But with video conferencing apps and instant messaging software becoming the new norm, client connections are now just a click away.
With all these ways to maintain a solid consumer relationship, where do you even begin?
Start by meeting in the middle. See where your clients are currently in their operations. Are they all online or back to business in person? Or maybe a mix of both? Once you determine which channels they prefer to communicate with, you can start to use them to build trust and develop a quality bond with them.
And don’t be afraid to venture out to other options! If your clients prefer to talk online, try out video chats or phone calls rather than an endless stream of emails. The pandemic has normalized many creative ways to connect with one another, so use them to your advantage!
Tackle employee turnover
When it comes to client relationship management, starting with the customers you already have is one of the best routes to go. Keeping a solid relationship with your current clients is a way to build brand loyalty and ensure that they keep coming back for more. And investing in new customers can be anywhere from 5 to 25 times more expensive than retaining existing ones, so keeping your current customers happy can save you big bucks.
Due to the high amount of employee turnover in the past few years, maintaining partnerships with your clientele can be a bit tricky. For example, your main connection may no longer be with the company, making the bridge from your business to theirs harder to cross.
Reevaluating your relationships with the businesses you serve can help avoid any lost connections. Network with multiple people across an organization to ensure that any employee changes won’t affect your business and the long-term relationships already established between your companies. Additionally, discussing any shifts to your client’s needs can help demonstrate your investment in their success and that you want to continue business with them.
Internal turnover can place a strain on customer relationships. And, a constant coming and going of new employees can make clients who already formed meaningful bonds feel as though they aren’t being valued as much as they used to be. Building healthy B2B client relationships is about making sure your clientele feels understood and heard by the employees at your company, even as the tides change.
When hiring new employees, don’t forget to keep your clients in mind. Equip your new team with the proper tools, introductions and resources to succeed in their position. Not only will these tips help your employees feel more at home — but your customers will feel the love too.
We’ve opened new doors to strengthen customer relationships. Whether it’s connecting via technology in place of in-person meetings or deepening bonds across organizations, check in on your customer relationships. Your B2B sales will thank you.
At Content Matterz, we know how important customer relationships are. That’s why we take a unique approach to understanding your business and your needs. Connect with us today!