30 second summary:
- If your focus is solely on growth, you may not see the huge impact customer churn is having on your agency.
- Acquiring a new customer costs five times more than retaining an existing customer.
- Service Provider Pro uses its expertise to help over a thousand agencies with their systems and processes too Share five key reasons why your customers are jumping ship.
There is an age-old adage that it costs five times more to get a new customer than to keep an existing one. If your focus is solely on growth, you may not see the huge impact customer churn is having on your agency. After helping over a thousand agencies with their systems and processes, we’ve seen this firsthand. Here’s what to look out for in case you see your customers jumping ship:
Content created in collaboration with Service Provider Pro.
1. You reinvent the wheel with every customer
Editing a project that takes up other people’s time and work isn’t easy, and doing it with an unclear workflow that only hopes for the best every time makes it all the more difficult.
When your workflow is inefficient, some tasks can consume your work day, bring you closer to your deadlines, and take the focus away from where it should be: building your customer relationships.
In order for you, your team, and your customers to be on the same page, you need a set of repeatable processes that don’t vary greatly from customer to customer.
This is where productive services come into play: Simplifying access and workflow for everyone involved. Get to know the main benefits here.
Productized services = selling services as products. And yes, Produced services work.
Customers want to register for a known service at an agreed price. It is clear to everyone what the results are, what inputs are needed on their part, and what your team will do for them.
Produced services are not always result-oriented. In fact, most of the time, they are based on specific results. To get these results on to your clients in the smoothest (and fastest) way, it is important that each decision maker can locate the resources required for the project goals, track progress, and communicate. Not only does this establish a clear path and accountability for your team, it also lets your customers know what to expect. There is no doubt whats going on with their website.
2. You are not demonstrating value effectively
And it’s not because it’s not there.
Your customers invest in your services for measurable results and a positive return on investment. If they don’t see the ROI, they want to look elsewhere. The results of your strategy may be there, but unless you communicate them objectively and meaningfully to your client, they may not be there either.
A great way to help yourself with this is to create consistent metrics that your customers can use to track and look back overtime. Data-driven dashboards are an easy way to focus these metrics without doing too much work.
You really want to keep it clean and not overwhelm your reports and customers with too much data. Keep it on the relevant metrics to help meet your client’s goal. A lot of data that does not necessarily resonate with the project can backfire and give the impression that you did not initially achieve your customer’s goal.
3. Your communication is not the best
Customers do business with people they trust. This feeling of trust must be maintained not only during the sales process, but also throughout the entire project.
If your customers can’t reach you or see the status or their project live, leave it to them to guess the worst.
Critical information gets lost in messy email threads and scattered messages across the team, and it can be difficult to keep a proper communication channel open.
By centralizing your communications and providing your clients with the ability to access the progress of their project at any time, they can stay up to date and rest assured that you are both moving in the same direction.
4. They make it easy to go after the test run
It can be difficult to keep your clients after their first project. Some people firmly believe that an SEO project is a one-time thing and they can work independently afterwards. If you want your customers to return to you time and time again, you need to make sure that not only are the results there, but that getting them is a breeze.
When your payments and invoices are in one place, your customer communications in another, project management in another, and so on, not only is it difficult for you and your team to track your progress, but it is also a nuisance for you customers .
With so many competitors in your arsenal, you’ll want to use every tool in your arsenal to make your journey from exam to implementation a seamless process that sets your agency apart.
5. You do not adhere to involuntary churn
You have taken every step to ensure that your services are top notch and that your customers keep coming back and staying with you until the unspoken enemy of your bottom line shows up: payment errors.
Your client’s payment method is failing and with the ball in their field of play it’s easy to think they should notice and correct it. But that doesn’t always happen. That leaves money on the table that most companies cannot afford to go without. You don’t want to lose customers just because their card has expired.
Preventing this from happening can be as simple as sending renewal reminders and tracking down when the payment fails. Make sure your email is suitable for the inbox so your notifications don’t end up in the spam folder.
Make sure that updating information is as easy as possible for your customers. Your subscription recovery page shouldn’t be locked behind a sign-up process or your customers should jump through hoops until it’s easier to just dig a ditch.
If you can notify customers when their payment fails and give them a simple one-click link to update their billing information, that will play a vital role. Better still, it should immediately show whether the new payment method failed or was successful.
It doesn’t have to be difficult to keep your customers happy
There are so many pieces in the puzzle that it can definitely seem daunting. Using all of the tools in your arsenal, letting software fill the gap for you, and giving your customers some self-service options can make a big difference in customer loyalty and happiness. That’s what makes it all worth it, isn’t it?