What Drives Client Loyalty?
Hi all - continuing on with sharing ideas generated from the Association for Accounting Marketers (AAM) conference that took place the first week of June, here is another bit of information that I think is useful for you:
Clients want unexpected value. Along the way they also appreciate continuity of team members, responsiveness, high quality service, timeliness, access to the lead partner, depth of technical expertise combined with industry specialization and an understanding of their organization (this aligns with a desire for continuity of team members).
You may say "no surprises" here. We all know what drives clients' decsisions. That's true, but I put this forth in today's blog because knowing it and doing something about it are two different things!
I hope this will serve as a reminder that you have the ability to provide unexpected value - you just need to make it a priority at your firm!
Let me know how you are using the summer months to create proceses that support your clients' demands for value.
Sally Glick, CMO, Principal, Marketer of the Year in 2003 and AAM Hall of Famer in 2007, will lead a lively discussion of the constantly expanding roles of marketing and the professional marketers that drive this initiative in accounting firms of all sizes.