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For UK financial advisers use only. This information has not been approved for use with customers. If you are a customer, please go to

Retain clients

Consider the following before you start to plan your customer loyalty strategy:

  1. It costs between five and eight times as much to acquire a new client as it costs to retain an existing one, particularly in our industry where lifetime value is so important.
  2. The most successful advisers treat customer loyalty as a business philosophy, not just a technique.
  3. Perceived indifference is the reason why 68% of customers take their business elsewhere.
  4. A mutually beneficial relationship is key to increased customer loyalty and longterm business success.

    Your No.1 priority must therefore be to keep in touch and delivering continuous added value to your customer base.

Clients are increasingly value conscious so you need to make each of them feel that you are providing them with a valuable service all year-round.  Do this and they're much more likely to remain loyal to you.

Customer service and regular, valuable marketing communication needs to be a major part of your competitor advantage.

Put together a plan on how you can keep in touch with as many of your clients as possible, as often as possible. Maintaining a dialogue using email or social media isn’t time consuming - and is almost always cost effective. Position yourself as a trusted advisor.

Focus on making your customer base your most valuable asset and your business will grow at the expense of your competition.

Your action plan

  1. Divide your customers into groups with different needs.
  2. Pinpoint the ones who may be about to leave you.
  3. Develop a plan so as to keep in regular contact and add value to your customer service.
  4. Incorporate your referral strategy into your plan (but remember that good customer service does not automatically convert into referrals).
  5. Incorporate your cross-selling/upselling strategy into your plan into your plan.
  6. Consider recontacting your previous, lapsed customers (who are usually relatively easy to recruit)

Customer retention - a practical guide

(Note: all boxes are clickable - to continue)

use email marketing contact and reactivate your lapsed customers Develop your customer loyalty scheme Use content marketing to boost customer loyalty Develop your referral strategy Define your primary objective Define implemebt your contact strategy to each segment Create customer value proposition for eacg segment Calculate a budget allowance per customer Calculate your churn rate Increase their average spend Research your customers, and divide them into segments Work out their lifetime value to the business Find out their current and future needs