Do you really know they’re happy? I mean all of them. Not just the ones you’ve approached for a testimonial because you’re confident they’ll say positive things.
Of course, it’s important to collect glowing endorsements of your business – they’re crucial for marketing purposes. It’s also vital that you’re brave enough to approach the clients who might not be completely satisfied. It’s their feedback that gives you the best opportunity to grow and improve. As Bill Gates famously said, ‘your most unhappy customers are your greatest source of learning’.
This may be a controversial opinion, but low client turnover doesn’t necessarily mean your clients are happy. Looking for new suppliers is a time consuming and sometimes costly process, so many businesses will remain with their current provider for ease.
You may think that’s okay, but ambivalent clients can easily be swayed by your competitors if they make the switching process easy. You need to find out how your clients are really feeling and turn what looks like passive acceptance of the status quo into a positive and ‘sticky’ relationship.