Client Service Review and Management Program
Services organisations need to conduct regular reviews of client satisfaction amongst major clients to:
- Ensure a current understanding of client needs / issues
- Maximise fee revenue and deliver added value
- Prevent client defection / churn
- Convert "smaller clients" into major fee generators.
....and from the Review, implement (or refine existing) Client Management Programs ("CMP") to anticipate and respond to client needs. In summary, the generic process is:
The Client Service Review ("CSR") is a standard tool to track and improve service levels, and to ensure client expectations are understood and realised.
The CSR asks clients to rate organisations on a number of attributes within six key service areas (i.e.business culture & perspective; specialist knowledge / expertise; team capabilities / resources; communication; service value; and adding value) against two dimensions - Importance and Performance - using quantitative and qualitative scales.
Client Management Program (CMP)While a CMP must be tailored to reflect the specific issues and concerns of individual clients (as identified by the Review), the strategies, activities and initiatives which constitute a CMP can be grouped into the following broad categories:
- Research / information gathering on the individual client and industry sector/s
- Maintain understanding of client's business strategy and objectives
- Management of the client "account" (e.g. management of billings / fees, succession planning, resourcing etc)
- Business profiling / networking
- Business development
- E-commerce / internet initiatives
- Application of technology
- Cultural / lifestyle relationship marketing.
Davis & Associates has conducted Marketing Audits for clients on an organisation-wide basis, and for specific divisions and strategic business units. For more information email us at info@davismarketing.com.au
