Nurturing an account is a long process, but it’s imperative to do so. How? Mainly by adding value to the relationship, which involves providing goods and services in a way that’s tailored to clients’ individual means, thereby turning them into loyal customers.

Especially in a crowded industry such as promo, adding value to the end-buyer relationship is essential to building a long-lasting relationship. Data shows that clients insist on top-notch service; a recent study by Microsoft found that 55% of consumers have higher customer service expectations each year.

Here are five ways to provide a five-star customer service experience by adding value to your relationships.

1. Check in regularly. Make sure clients continue to think of you first when it comes to their promotional product needs. Schedule time to reach out and discuss upcoming projects perhaps once a quarter, or more frequently if they have consistent needs. But be careful; you don’t want to come across as a pest. Keep tabs on their calendar and proactively present ways you can help them, instead of expecting them to come to you asking for your expertise. Showing that you’re considering their needs and developing solutions for them will be appreciated and increase loyalty.

2. Create tailored services. Each of your clients is unique, with specific needs and diverse target audiences. Be sure to work with them so that you’re addressing their requirements and expectations in specific, custom ways that fit them. Consider their preferred way of communicating (perhaps they like texts rather than calls), how they like to find out about products (individual emails with product details and case studies, rather than a formal presentation) and what types of items would fit best for their unique clientele. It will streamline the process and also show that you take their needs into account.

3. Get to know them personally. Maybe one of your customers has four young kids (making the pandemic a particularly challenging time) or another one likes to spend a week flyfishing every couple of months. Knowing the details they’re willing to share about their personal lives – and respecting them, like remembering not to call and leave a message checking in when your client is on vacation – shows that you’re listening, you care about what they’re involved in and you’re willing to work in tandem with it. And asking about their hobbies (maybe even doing a bit of research about flyfishing to ask them educated questions) doesn’t hurt either.

55%
of consumers have higher customer service expectations each year
(Microsoft)

4. Keep your promises. If you say you’ll send a follow-up email by 3 p.m., don’t send it at 3:01 p.m. In fact, overdeliver by sending it earlier. Being reliable and following through with what you say you’ll do begins with the little things. If you can’t keep a promise – for example, saying a package will be at their door in the morning when FedEx just told you they can’t give a definitive ETA – don’t do it. While a tentative answer isn’t always the most comfortable, the client will respect your honesty rather than being disappointed when what you told them would happen doesn’t come to fruition. Always tell the truth. If something goes wrong with an order, it’s tempting to place culpability on outside forces. But if you or a member of your team are at fault, stand up straight, take the blame, be apologetic and figure out a solution quickly.

5. Refer business to them. If another promo client or a B2B vendor could help your customer with an aspect of their business besides promo products, refer them. It helps build your network, and it shows that you’re concerned with how their business is doing beyond your own relationship with them. Your customer will appreciate being referred to a recommended company, and it will build further goodwill and rapport between you. Conversely, ask them for trusted references as well. They’ll appreciate that you’re exhibiting trust in them to make recommendations for your own business.