Churn.  Turnover.  Attrition.  Words no business leader wants to hear preceded by “customer.”  Yet, many do all too often.  Depending on their sector, B2Bs can lose a quarter or more of their clients on an annual basis.

That’s expensive in more ways than one.  But, I’m less concerned with postmortem math than I am with preventative measures that plug the leaky bucket.  Every B2B should have a retention plan ready to be customized and implemented for each new client immediately.  Not after a few months, not going into a renewal, but right away.  First impressions matter.

If you think holiday baskets are enough to wow them into repeat sales, you’re in for a rude awakening (although those are nice, too).  Here are 10 far stronger ways to boost your customer-retention strategy and, by extension, your profitability.

1.  Assign a dedicated Customer Success team

Gainsight CEO Nick Mehta nails it when he says, “The difference between Customer Success and Account Management is the difference between a backyard telescope and the Hubble.”  Love this, and not just because I’m a space nerd.  Outstanding hands-on service that’s proactive rather than simply reactive is your first and last line of defense for retention.

2.  Help onboard your solution

You know your product better than anyone.  Just because they understand it (why else would they have bought it?) doesn’t mean they know how to implement it effectively across their entire team.  Show your value right out of the gates by making your new customer’s transition as seamless as possible.

3.  Check in regularly

Don’t expect your newsletter to be sufficient as a regular touch point.  Weekly engagement leads to 26% higher retention.  Remember this if you’re the hero who made the sale, too.  Renewal time always creeps up faster than expected, and people don’t like it when others call only when they want something.

4.  Show added value

Do you like being nickeled and dimed?  I sure don’t, and neither does your client.  The occasional freebie, surprise-and-delight, or whatever you want to call it goes a long way.  Not charging for every piece of paper printed with their name on it sends the message that this is a true partnership.  More importantly, they realize they’re getting more bang for their buck.

5.  Go above and beyond

This is similar to added value but has more to do with legwork than comping.  While on the agency side, I had a brand client ask for my opinion on their NHL TV spot.  I had my team put together a POV that ended up influencing the creative direction for their Playoff campaign.  Bullets in an email would’ve been fine, but that’s not how you separate yourself from the pack.

6.  Involve your customer in your business

Partnerships, by definition, are two-way.  You’re a regular part of their routine, so incorporate them into yours.  Ask them to be part of a case study.  Invite them to give a talk at a company off-site.  Host them at client-entertainment events.  Feature them in a promotional video on your website.  Everyone likes to feel special, and these are easy ways to do just that.

7.  Upsell

That’s right, sell them more stuff!  The more they rely on you, the more indispensable you become, right?  This is critical in some industries, with 62% of clients who aren’t upsold in the first three months disappearing within two years.  I wouldn’t recommend sending them a new proposal on day two (unless they ask for one…), but monitor their needs closely.

8.  Be open to customer feedback

Don’t.  Get.  Defensive.  Even if you think they’re off-base, take it in stride.  More often than not, customer input is constructive rather than destructive in nature.  They can point things out that you’d never notice because you’re too close to your business.  Listening is crucial, especially since 81% of marketers say they expect to compete strongly on the basis of CX this decade.

9.  Help them measure

Kind of a big one here.  With businesses scrutinizing every investment they make these days, it’s imperative that you prove your value.  Remember those case studies you used to convince them of your greatness en route to signing the deal?  Well, your contacts now need the same thing to convince leadership that your solution is business-critical.

10.  Track everything you do for them

This ties it all together, folks.  You want them to remember just how wonderful you are.  The goal is not to boast, but there may come a time when you’re trying to support a claim or justify a scope increase.  Make sure you can point to all the ways you fulfilled your promise and then some.

The applicability of these obviously depends on the industry, but all can be tailored in some way to your business.  Just have that launch party ready to rock when the ink’s dry.

Need a hand jamming your revolving door?  We can talk more about ongoing communications with your clients to make sure they stay your clients.