Acquisition or Retention?
When it comes to IT marketing, it is necessary to nurture your clients. Oftentimes, when the focus is purely acquisition-based, the fallout is that existing clients are neglected. This eventually results in clients leaving your MSP and moving on to a more conscientious one, which is surely unacceptable. The best marketing model will facilitate a marriage between acquisition and retention, but retention should be the leader of the relationship. It’s better to have one lifelong client spending $30k a year than ten new ones in a year who each spend less than $3k. With that in mind, several retention strategies include:
- Positive Customer Experiences
- Good Customer Services
- Improving Company Operations
- Researching Existing and Future Client Needs
Positive Customer Experiences
IT marketing should represent services that deliver the same kind of solutions the marketing suggests. If you’ve got a YouTube spot airing before related videos where a guy straps on a jet-pack with your MSP’s name on the back and goes shooting into the stratosphere, you’d better provide the kind of services that fundamentally transform business for your clientele. You’re not selling Pepsi. You can’t design a marketing spot around a teenage girl going through a car wash only to find that between the brushes and soap, Rio’s own Carnivale appears after sipping the soda. Such an approach sells soft drinks, but it does not sell IT. What sells IT is service that lives up to expectations, is conscientious of consumer needs, outpaces the competition and affordably provides all these things for clients.
Part of providing a sustainable customer experience over time involves giving customers the kind of service they expect. They’re going to have issues — every single customer. It’s just a matter of time. You want a customer service team that understands this reality and works to cater to clients’ needs rather than becoming frustrated when an issue arises. Some clients will have more issues than others, some will see hackers in the wallpaper and some will let things go unchecked so long that by the time you get there, a real problem is on your hands. However, as long as you’re careful about properly providing your clients with the kind of service they’re expecting, you’ll keep them.
Good customer service is human. Sometimes a client is experiencing difficulty because they’ve made a mistake; sometimes they’re having trouble because your MSP has made a mistake. You need to be flexible. Offer discounts and free services for certain issues. Get managers on the phone when necessary. Have help solutions available within applications. Make a support channel available on your company’s website that clients can go to in order to get the information they need. Believe it or not, calling a customer service support line may not be their first instinct. If you can give them the information they need proactively, they can fix problems on their own. Be sure to cover as many different areas of service provision as possible with your customer service solutions.
Always Improve Company Operations
Technology is a continuous shift. There is always going to be some new innovation on the horizon. Your business has to change if it’s concerned with technology. Since this is a regular feature of the operational landscape, incorporate it into your day-to-day infrastructural management strategy. You should have solutions in place that help your business proactively optimize at every opportunity. The better you optimize your company, the better you’ll retain clients, acquire new ones and cost-effective function.
Researching Existing and Future Client Needs
Cloud computing, edge computing, and the Internet of Things (IoT) are all transforming the business landscape. Competitive businesses have already adopted all three, but other businesses will likely realize they need to do so in the near future. So what you want to do as an MSP is to ensure that you properly meet the existing and future needs of clients by studying the market and seeing where it is going.
IT marketing strategies built around future client needs, company improvement, good customer services, and stellar customer experience will retain more clientele. So, plan accordingly as you optimize your MSP.