[4min read]
If you run a business, chances are you’ve worried that one day your clients’ needs might change — and they’ll stop working with you.
It’s natural. And while attracting new customers is important, I believe even more strongly in keeping the ones you already have.
So how do we do that?
Start With Great Service (But Don’t Stop There)
First things first: deliver a good service. That’s the obvious part.
But once that’s in place and you’ve built a steady client base, the next step is not to take them for granted.
Check in. Show them you care.
Why I Decided to Reconnect In Person
I’ve worked remotely for many years. And while I genuinely enjoy face-to-face catch-ups (I call them “day trips” — they feel more like a day out than a workday), I realised I hadn’t been doing them as often as I used to.
Some clients I hadn’t seen in over two years.
So this year, I decided to change that. I started booking in-person catch-ups.
I’ll admit, I felt slightly nervous.
Would they be too busy?
Would it feel like an inconvenience?
The response couldn’t have been more positive. Warm, enthusiastic, and completely open to it.
Visit One: More Than Just a Meeting
My first visit was to a marketing agency in Hove.
The “meeting” lasted five hours.
We started by putting the world to rights — covering everything from global politics to marketing strategy. Then we shifted into business: reviewing systems, refining processes, and making sure we’re aligned in how we support the wider team.
We wrapped up talking about motorbikes and live music.
It was insightful, rewarding, and genuinely productive.
Visit Two: Conversations You Don’t Get on Zoom
The second visit was to a dance studio — another brilliant session.
They shared detailed plans about their future direction, the kind of information that rarely comes through in emails or Zoom calls. Hearing it face-to-face made a real difference.
In both visits, we spoke about how valuable these in-person catch-ups are. They improve communication, streamline work, and strengthen relationships.
The Real Key to Customer Retention
For me, this is what customer retention is really about.
Providing a good service, and giving your clients time and attention. Real attention.
Not just reacting when something goes wrong, but staying connected. Understanding what they’re working towards. Showing that you’re part of their team.
Because clients aren’t just names on a spreadsheet or invoices at the end of the month.
They’re people I’ve worked with for years — and I’m genuinely grateful for every one of them.
I said it to them in person, and I’ll say it again here:
Thank you for sticking with me.
And thank you for having me as part of your team.