I was reading some of the words from my fellow AccountingWeb bloggers the other day when I came across a great post from a colleague of mine, Maria Calabrese, CIR - who serves as the Human Resources Manager for Fazio, Mannuzza, Roche, Tankel, LaPilusa, LLC in Cranford, New Jersey. Maria recently wrote an interesting blog about "stay interviews" for employees - making the case that while accounting firms typically conduct exit interviews, we spend little time investing in activities designed to keep employees. In other words, most firms bring on new staff people and send them off to their respective depts. with little or no orientation and infrequent ongoing support. The result is that we may act as if we are more concerned about those leaving than we are about those staying with the firm.
As I read her comments I realized that this is true of our behavior toward clients as well. We work hard to gain new clients but we don't necessarily conduct "stay interviews" to find out how to retain them over time by keeping them happy and loyal.
To draw on Maria's words adn adapt them to your marketing strategy, you should be speaking regularly with your clients to see what they need to keep them engaged and interested in doing business with you. Instead of leaving these powerful relationships to flourish on their own, why not play a more active role in the process, nurturing your best ;ients by talking to them regularly, listening carefully, evaluating their needs and addressing their concerns
Give it a try - conduct a "stay" interview with your clients - and let mes know how it works out for you.