How to Create Client Bonding

People often use the phrase, “it is cheaper to keep them,” when they are talking about their partner or spouse. However, this saying can also work when you are talking about clients. Research performed at Bain & Co showed that if you can increase the retention rate for customers, you will see your profits rise by anywhere from 25 percent to 90 percent. This is not a surprise. The more relevant question is: What does a company have to do in order to maintain a personal relationship with clients and customers to ensure that they stick around?

The best way to achieve this goal is by ensuring that your customer experience is perfect. Nicholas J. Webb, a man who has more than 40 patents and spent much of his life as a management consultant, did extensive research regarding this situation. He believes that the best way to survive in business these days is to maintain and nurture the personal relationship you have with clients.

When asked about the car service Uber, Webb said, “The future of innovation is not inventing a new shiny thing, but giving the customer a better experience.” While people credit Uber with “re-inventing” transportation, they simply gave customers a more engaging and easy experience to book their next ride. This is why they are growing so quickly.

This is what Webb suggests for people who want to improve their client and customer relationships:

  1. Ignore the demographics and understand the client in front of you. People focus too much on a person’s income, age, gender and race. It is much better to think about what a client loves, what is important to them and their habits. This is only done through proper conversations that ask the right questions. Instead of focusing on the same, generic questions that do not give you any insight into a person, it is time to switch things up.


  1. Customer experiences are absolutely crucial. Businesses must strive to break down a customer experience into five points:
    – Pre-touch: This involves marketing strategy, whether it is traditional or online marketing, along with referrals.

– First-touch: The moment a customer walks into your shop or opens your webpage to the landing site. This is where they get a first impression about the company and how you operate.

– Core experience: How the customer enjoys or dislikes, the experience when they are buying products or services from your company.

– Report out: Try to create a way for you to understand your value to a customer. It is important to have a numerical way of identifying your value.

– Send-off: It is always important to keep clients and customers on their toes. When they are about to leave, give them something unexpected to think about. If this is a customer, leave them a discount for the next visit. If it is a client, present a white paper they can share with the rest of their colleagues.

  1. Lie. This is not a malicious strategy, but one that undersells what you can achieve in order to keep the client happy. Instead of overpromising, do the opposite. If a client expects one thing and you constantly give them more, they will want to deal with you in the future.



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