Expert opinion
Think beyond first impressions
So much of the conversation about customer experience centres on first impressions and how to win new clients. But existing clients must be retained at all costs and for them, it’s not just first impressions that matter, but every single one after, too. One critical area affecting how customers feel about a business is accessibility. How easy is it to get in touch, and how quickly are their needs met? These factors have a direct impact on customer longevity.
Existing customers want to know they are valued and important. One way to demonstrate this is via the quality of the professional support and expertise they receive from your business. But it’s also about how you make them feel during every interaction. Customers want to feel heard, understood and valued. It’s one of the reasons we become an extension of our clients’ teams here at Moneypenny, and during our onboarding process, we gather as much information as possible. We want to know our client’s team by name, their specialisms, and who’s on what team. We want access to quote calculators, CRM systems and specific briefs about what information to gather when taking messages or booking appointments. If clients use Microsoft Teams, we encourage that integration too. Plus, we want to know what online resources or payment portals we can direct them to.
