Account-based marketing and staying in touch with clients even when you can’t meet face-to-face are key to churn reduction in any economy. The pandemic brought unique business challenges to C-suite executives and sales leaders in businesses that rely on contract renewals for revenue.
A Price Waterhouse-Coopers survey of employees in consumer markets found that 94% believe customer service levels are as good as, or better than, before the pandemic. How are these companies turning a negative into positive cash flow and churn reduction? They are leveraging technology to reach their customers at multiple touchpoints, employing account-based marketing for a more personalized approach, and focusing on controlling the factors they can control in a hybrid meeting world.
Use Webcasts and Other One-to-Many Communications for Top of the Funnel Leads
From shareholder meetings to product launches, using webcasts to include more people in your significant company events can help your brand stay front-of-mind. By using webcasts, you are building client relationships in a streamlined and efficient way, meeting your customers where they are with the information they want.
A well-produced webcast helps personalize your brand and the key individuals in your organization. Take the experience to the next level through interactive features, including polling, Q&A, and social media feeds, for enhanced audience engagement. Your brand evangelists and new customers alike can get swept up in the excitement of webcasts as you use the platform to educate and inform your audience.
Provide Multiple Methods of Communication
When it comes time for contract renewals, salespeople would traditionally meet with clients face-to-face for a personal experience and deeper connection. But that’s not always possible in a hybrid meeting world. Some customers prefer phone calls, while others would rather have a more personal virtual experience with a video call. Some just want you to shoot them a text message.
Providing customers multiple means of communication, and being available when they need you, can help with churn reduction.
Recognize the Warning Signs of Churn
If you’re staying in touch with your customers through various methods, it shouldn’t come as a surprise if a client fails to renew their contract or even cancels. You probably saw it coming in the form of negative reviews, complaints, or even a lack of communication when you used to speak more frequently.
Recognize the warning signs of churn, including negative feedback or lack of any feedback at all. Then you can create a win-back opportunity and save the account before the client leaves. At that point, pull out all stops in your account-based marketing campaign to recreate that personal connection again.
Take Your Video Conferences to the Next Level with Creative Meeting Ideas
In today’s hybrid world, a high-quality video conference can easily take the place of dinner or drinks to forge personalized connections. But consider making your meeting more fun by establishing a theme.
Breakfast meeting? Have bagels and a selection of specialty cream cheese sent to your client’s home or office, which you can enjoy together on the call from your own remote locations. Or schedule a lunch meeting and have pizza delivered to your client. They will remember your thoughtfulness.
Of course, gimmicks don’t take the place of stellar customer service, but fun-themed meetings can help you build or deepen client relationships in a hybrid world. Technical difficulties, however, can break you and your clients out of these magical moments, so you want to be sure you have state-of-the-art video conferencing solutions to stay in touch.