Client Management – The Art of Getting and Retaining Customers

“There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.” – Sam Walton

The heart and soul of any business is the person that is helping the most to run it. And if you think that the person running the company is the boss, you are wrong; it is the customer. If you think about it, you will come to this realization too that without the customers, even the owner or the manager of the company is useless, so both, directly and indirectly, the company is being run by the customer. One wrong step and the customer will switch to another company which serves him better and your company would suffer a blow it would not be able to recover from. This is where the client management pops in and helps save customers. Client management not only brings in new customers but also makes the previous ones loyal and rely on you instead of anyone else.

What is Client Management?

With the aforementioned problems, the most common question that pops up into the minds of the readers is, “What is client management?” Client management, colloquially referred to as ‘Customer Relationship Management (CRM)’ or ‘Customer Management’ refers to a system where the company enhances its relationships with the current customers and also aim to build up customer relations with the newer ones. Client management is one of the most basic techniques to excel your company’s sales and grow the customers exponentially. The better the client management is, the more clients you will get and the better relationship you will have with your customers. 

How to improve client management?

Know that you know what customer management, or client management, is, you can proceed towards the next step of knowing how to set up or improve the existing client management system. The first few steps are pretty simple and include knowing client management properly and having a positive opinion about client management. Many of the companies disregard their CRM and focus only on the product production side so as to acquire more customers, however, that is not exactly a good strategy. If your company is just starting, you will need to get as many customers as you can to grow and in order for you to do that, you need to solidify your customer relations.

So, how does one improve their customer relations and client management? Below is a list of a few steps you could follow in order to get better at CRM:

Know the Importance of Client Management:

Getting a customer is not hard, but maintaining a customer is the job where even the best fail. Client Management is really important for your business and you cannot excel in the market properly without it. Retaining a customer is very important for your business because once a customer buys and he likes your product; he will come back again and that would have a really large impact on your sales if you take an estimate of it on a relatively larger scale. However, if the customer buys from you one time and fails to be loyal to you because of some reason (e.g. failed customer relationship management), he will be unlikely to buy from you again. A proper CRM system will not only lead to your customers being loyal to you but it might even help your business acquire more customers due to customer feedback and rating.

Understand your Client:

Clients may seem to get overly annoying as the time passes but that is a good sign because they stick with you and head over to you when they are in need. Understanding your client is a big step in getting your customers to be loyal to you. The better you understand them, the better you will be able to serve them.

“Until you understand your customers, deeply and genuinely, you cannot truly serve them.” – Rasheed Ogunlaru

Other than that, you should also know your company, your worth, and your service. Never lie to your customers or make them expect something from you that you are not able to deliver. Customers appreciate honesty and if you are honest and deliver to them within the decided time-frame, you will be able to gain their trust and eventually, you can make yourself better to better serve your customers’ needs.

Maintain Friendly-ish Relationship:

Maintaining a relationship where you can be open with your customers about their needs and your needs is always a good way to go. Although it does not have to be that casual keeping it friendly helps you understand them in a better way. Remember the details about their customers like the type of things they like and using that data, analyze it and formulate a strategy with which you can serve them better.

Never Disappoint your Customer:

Your customer has a lot of respect in his heart until you deliver the product. Either you can work hard and/or smart to satisfy your customers and exceed their expectations or you can go slow and dull and disappoint them. Do note that if you choose to go with the former, you will be getting a customer understanding and upholding your customer relations with them apart from making them loyal towards your company.


In the end, it is wise to summarize the above-mentioned details in the points that your customer means everything to your company and without him or her, the company will never be able to run. If you want to gain more customers and retain your current ones, you will need to make your client management system better because only then you would be able to make your company excel and get it on the path of success.

A famous quote by Shep Hyken states that:

“Satisfaction is a rating. Loyalty is a brand.”

These words summarize the entire marketing and client management relationship system.

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