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How To Create A Customer Retention Plan

In this article I’ve listed a small subset of Dos and Don’ts when it comes to managing your high touch client accounts in customer success.

A Customer Retention Plan is used by Enterprise Customer Success Teams to develop a strategy for an enterprise client to find success in the use of their procured software and thus renew their contract. This is done by aligning the clients strategic business objectives to the usage of the procured software.

By following these dos and don'ts, you can navigate the unique challenges and requirements of Enterprise clients, effectively.

Building strong relationships, providing proactive support, and aligning with their strategic goals are key to driving long-term success and product adoption.

Dos:

Do Establish Strong Relationships: Seems obvious but building strong relationships with key stakeholders within the Enterprise client's organization will cultivate trust, understanding, and open lines of communication to effectively collaborate and address their needs. This is how you establish yourself as a vital resource to helping them achieve their intended business goals and subsequently your goals too.

Do Understand their Business: Every client has their own nuances. Gain a deep understanding of the Enterprise client's business objectives, industry landscape, internal politics and challenges. This knowledge will enable you to provide more targeted and valuable guidance , support and wildly better performing success plans. Why? Because you get it.

Do Provide Proactive Support: Anticipate the needs of your clients and provide proactive support and guidance. Offer insights, best practices, and strategic recommendations to help them achieve their desired outcomes and maximize the value of your product or service.

Do Prioritize Strategic Alignment: Ensure that your interactions and initiatives are aligned with the Enterprise client's strategic goals. Identify areas where your product or service can contribute to their success and work together to create a roadmap for achieving those goals.


Do Advocate for the Client Internally: Act as a client advocate within your own organization. Share valuable feedback, insights, and success stories from Enterprise clients to drive product improvements, enhance service offerings, and strengthen the overall client experience.



Don'ts:

Don't Overpromise: Avoid making unrealistic promises or commitments that cannot be fulfilled. Be transparent about what your product or service can deliver and set realistic expectations with the Enterprise client. This is only a recipe for bad engagement and ends in churn.


Don't Neglect Communication: Maintain regular and consistent communication with the Enterprise client. Don't assume that infrequent interactions are sufficient. Establish a communication cadence that works for both parties and ensures ongoing engagement and alignment. Being top of mind for your clients will establish trust and a bond of mutual reliance.

Don't Be Reactive: Proactively identify and address potential issues or concerns before they become significant problems. Avoid a reactive approach and instead take a proactive stance to mitigate risks and ensure a positive client experience.

Don't Work in Isolation: Collaborate closely with internal teams, such as sales, product, and support, to ensure alignment and provide a seamless experience for the Enterprise client. Foster a culture of cross-functional collaboration to leverage collective expertise and resources.

Don't Ignore Expansion Opportunities: Identify opportunities for upselling, cross-selling, or expanding the relationship with the Enterprise client. Continually assess their evolving needs and explore how your product or service can continue to add value and grow their business.

The best way to follow all of these recommendations is through the establishment of a customer retention plan.

In collaboration with your clients, craft a well thought out plan that aligns with their own business objectives and product usage recommendations to deliver on those client goals. The result? amazing mutual trust, goals met, renewals secured and a client advocate created.

If you want to get started right away with a free Customer Retention planning tool, then use Retentional today.