As 2016 draws to a close, many PR agencies (and businesses in general) will turn their thoughts to the new year. For many this will involve drawing up a list of target clients or customers.

While is always important to be looking ahead at how to win business, it is equally important, if not more important, to assess relations with current clients. After all, new clients can be hard work. A far better strategy could be to foster loyalty with existing clients. 

Simple tips to help keep clients happy include:

  • Understand the goals of their business - be proactive and attend appropriate meetings, seminars and events. Not only will this help you to really get to grips with their business but it will also keep you at the forefront of their mind.
  • Connect with clients on a personal level - get to know them a little. A shared hobby or common holiday destination will show that you are human and that you care.
  • Feedback - ask for regular feedback, be clear about expectations and if things don't go to plan, hold your hands up. Transparency and honesty can go along way in fostering loyalty.

So my new year's resolution is to concentrate on client retention. After all, a client is for life, not just for Christmas....