Easy answer: All of them. Every customer is important. I engage with all of my clients (big or small) and let them know they are valued. Your company might already have a structure in place, for example, smaller contracts are directed to the help desk and larger clients are given a primary contact (a Client Success Manager like me). Your company might grade customers based on revenue, status, assets, potential, opportunities from your internal sales team. However your clients are rated internally, all clients should be engaged.
“Treat every client as your most important one” – Gauri Sharma
High Revenue Clients – Larger enterprise clients typically demand more of my time. They need more assistance because they typically have more employees and they have invested a significant amount of money in your product/services. They might have complex internal systems that require you to customize the product to their needs. Clients with larger contracts will naturally take up more of your time. High dollar clients should receive an adequate amount of attention. Your manager and/or your leadership team will want to know you are taking special care of the top revenue clients.
Let’s shift our focus from who pays the most to which clients have the highest potential for growth. You probably have clients that are spending a small amount of money on your product/services now, but they might have the potential to spend double or more if the relationship is nurtured. According to Gauri Sharma’s article on Forbes.com, we should “Treat every client as your most important one… Provide all clients with your best service, regardless of whether they are a Fortune 500 company or a small business.” She notes that “it is important to remember that today’s small companies could be the big companies of tomorrow, and it’s incredibly fulfilling to be a trusted partner fueling that growth.” Engage with even your smallest clients, provide them customized on-going support and make them feel valued.
Showing even your smallest client that they hold value can pay off well in the long run. If the client is engaged and you help them meet their needs, they will reach out to you when they need assistance the next time.
As the trusted point of contact, here are a few easy ways to engage your entire client base:
- Client newsletters – Your company might already send out a monthly newsletter. Its also nice for you (their primary contact) to send a monthly or quarterly newsletter to keep clients up-to-date on upcoming changes, products, and events. Sometimes mass company emails are sent directly to the spam folder and never read, but emails from their company advocate have a better chance of getting views.
- Monthly touch base calls (bi-monthly or quarter calls) – During a monthly call, you can gather details on the client’s corporate initiatives and internal changes. You can update them on your new products and services. A monthly touch base allows you to find out the client’s needs and determine how your business can solve their issues.
- Quarterly or Executive Business Reviews – A more formal meeting to review your business relationship with your client. Typically EBRs includes a slide deck presentation walking the client through usage, reports, goals, accomplishments, etc. This is also the perfect time to showcase upcoming products/services and review your product roadmap. *I invite my client’s leadership teams to the Executive Business Review to pull in their leadership team and signal the meeting is important.
- Client Roundtables – On a yearly or quarterly basis, pull together a few clients with similar uses/industries on the call. Provide guiding questions to encourage the client group to talk through how they use your product/services. My clients like having a chance to connect with other clients. *This is a technique I plan to start utilizing more this year.