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Lifelong Client Loyalty |
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What’s different about the Lifelong Client Loyalty approach? Lifelong Client Loyalty is a unique approach to help professionals differentiate themselves in services markets characterized by intense competition, commoditization, and sophisticated, knowledgeable clients. It offers corporations a comprehensive framework for how professionals in all fields can build broad-based, enduring relationships with their clients and customers. The framework also provides a series of innovative, practical strategies that service professionals can use in their day-to-day practice. In addition to highlighting the individual skills and strategies required by professionals to succeed, the approach also describes the institutional mechanisms that are required to mobilize people, resources, and ideas across geographic, practice, and product boundaries in order to create client breakthroughs and manage large client relationships. Where does The Lifelong Client Loyalty model come from? The Lifelong Client Loyalty methodology was originally created by Andrew Sobel, one of the founding members of the MAC Partnership. Andrew is a leading authority on client relationships and the skills and strategies required to earn enduring loyalty. He is the author of two best-sellers: Clients for Life: Evolving from an Expert for Hire to an Extraordinary Advisor (link to Amazon) and Making Rain: The Secrets of Building Lifelong Client Loyalty (link to Amazon). His work is based on nearly 10 years of primary research into the ingredients of lifelong client and customer relationships, including extensive interviews with leading CEOs.Who should sponsor Lifelong Client Relationship programs? The approach has been widely used by professional services firms, financial institutions, and other organizations which manage large, sophisticated clients to improve their client retention, relationship breadth, large-account management capacity, and ability to cross-sell. There are a number of possible ways to begin implementing a clients-for-life philosophy in your organization. Two free, on-line survey tools can help you think about where your development needs lie. One is an individual self-assessment, the other an organizational assessment. These are just starting points, but they can provide an initial sense of your and your firm's strengths and weaknesses in building lifelong client loyalty. Click on the link to sign up for any of Andrew’s helpful newsletters or interesting downloadable articles on building lifelong client loyalty.
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