How Do You Enhance Client Relationships?
Do you have a strategy to enhance relationships with your best clients? I have been very impressed with the way that Air New Zealand has managed the Covid Lockdown. Covid shut down international, and a lot of local air travel and from multiple flights a day many airlines are reduced to looking at how many flights to do in a week and some have even gone into liquidation. With the vaccine now being rolled out worldwide and countries opening their borders to vaccinated travelers it is inevitable that we will see a strong resurgence in international travel over the next couple of years. The challenge for many Airlines has been how to stay connected to their clients when these clients are unable to utilise their services.
Air New Zealand has one of the best customer loyalty programs I have come across. Depending on how many times you fly in a year you can transition through Silver; Gold and Gold Elite (and if you fly a lot you can even be in the magical top 100 club). Each level has very well known service deliverables and you can measure where you are throughout the year - whether you will retain your level or go up or down. Anybody can download the Air New Zealand app and check when their flights are coming in and check-in online. Many customers highly rate this as something they value about travelling with Air New Zealand. Beyond the app, the more you fly the more services and higher levels of service you become aware of. From little things like having a phone number recognised and answered sooner, through to access into the Koru lounge and, pre-Covid, being able to take a fast bag on a flight. Other than stopping fast bags, a number of the services had to be paired back as Air New Zealand coped with a dramatic drop in flights taken. However, what they did exceptionally well was focusing on ensuring that their relationship with their clients was maintained. This has been done through regular communication, occasional surveys and, importantly, the rolling over of pre-Covid ‘Air-Points’ status. I can only hazard a guess at how much this is costing them. When a business is focused on their clients and keeping relationships and enhancing every interaction it is demonstrated with actions that go beyond short term profit. This is what builds long term customer loyalty. Loyalty over the long term is profitable.
Do you have a strategic plan in place for your high value customers? Do you have a plan in place for how you treat all people that choose you as a company that they want to interact with? Does your plan look beyond the immediate short-term and consider how to enhance relationships and build loyalty? What could you do today that would make a significant difference to the customers you have and the way that they interact with you in 2-3 years time?
It takes intentional and deliberate effort to create client loyalty. More is required than just great service in the moment. Companies that take the time to grade their clients and plan how they will consistently treat their clients, are the companies that have the long-term advantage. Loyal clients value lies beyond their increased spend over time, they are also incredibly valuable in their ability to refer other people to you, to give recommendations that other people rely on to make decisions and to agree to do testimonials and case studies to show other people what a difference you can make.
Do you need to make a customer strategy this week's priority?
Here's to your success!
