PSA 17 Existing Client Welcome
"The past is a foreign country; they do things differently there."
WHY is this Meaningful to You?
WHY is this important?
It is important for your existing clients to experience as many aspects of your New Client Process as possible.
This will create a feeling of comfort and awareness of what the process involves, thereby minimizing their uncertainty and perhaps their unwillingness to make introductions to you. Furthermore, the last thing you want is for your AAA client to hear from the individual they just referred to you about some of these ‘small’ but ‘big’ client experience aspects. This needs to be a ‘me too’ moment for your top existing clients.
This is a key area where actions speak louder than words – don’t tell them; show them you are committed to providing them with an exceptional client experience.
WHO is this proven strategy designed for?
For those who want to surprise and delight their top clients in a way that will have them smiling and telling others about you.
WHAT should you expect?
Finish the rebranding with your existing clients on a high note
Finish tracking their rebranding activities, but continue to track the results of your efforts
WHAT You Need to Know
HOW to Get Started
The final phase in the Existing Client Process is the Rebranding Welcome which includes the following:
Sample resources for each of these can be found in the Resources Section.
Become familiar with each of these resources, know where to find them, customize them where required and be ready to roll them out.
Tracking It All
Again, use your Existing Client Rebranding Tracker to track completion of this process and capture future results.
This Rebranding Welcome reinforces re-branding efforts and demonstrates that your approach has evolved. Bottom line: you need your existing clients to experience first-hand as much of the 'new client' process as possible. This will create consistency in both existing and new client processes.
Refer to the Rebranding Welcome steps on The Existing Client Process Checklist.
Ensure that each step is implemented at the appropriate point in the process.
Consistently use every aspect of the process with existing high value clients.
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