SharkNinja and Alpaytac PR: A Case Study in Client Retention
Alpaytac PR President / CEO Huma Gruaz lent her insights to O’Dwyer’s on the topic of client retention. The case study focuses on our 12 year relationship with client SharkNinja. Gruaz shared 7 tips for creating lasting client relationships, including:
- Anticipate, anticipate, anticipate: One crucial key to developing a long-term client is being able to anticipate potential issues, challenges, problems, clients’ questions and needs so working with your agency becomes “easy” and “effortless” for your client.
- Always treat your client as though you are in year one of the relationship: One of the biggest mistakes agencies make is that they get comfortable in long-term client-agency relationships and take the situation for granted, paying more attention to new accounts or accounts that are having issues. Like marriage (or dating), the first year of a relationship is always exciting. When there’s a learning curve, you are very engaged with the client and there is tremendous attention that is being paid to the newcomer. It is important to maintain that energy and engagement after the honeymoon period has ended.
- Stay on top of your client’s industry trends and you’ll stay sharp: Especially in agencies with long-term clients, teams get comfortable and start taking their industry knowledge for granted. Ensure your team is on top of ongoing industry trends. The fact that you have a long time client in a certain industry does not mean that you are an expert in that industry if you are not keeping up with rapidly changing trends, and you’re not closely following what your client’s competition is doing.
When your clients see how much you care, how dedicated you are, and how you deliver the results they need to build their businesses, you ultimately will become indispensable to them. When you’re indispensable, more often than not, you’re in the relationship for the long term.
View the full case study on client retention on the O’Dwyer’s website.