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SpinDistribute.com Article Directory

The following article was published in our article directory on February 16, 2010.
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Client Retention at the Facility Level

Article Category: Marketing

Author Name: Amanda Tschoepe

Each project at your facility should boil down to one main goal: surpassing client expectation to ensure their continued business.
You have the opportunity to exceed client expectations at every step of the study's life. Recruiting Communications:
Don't just offer spreadsheets and numbers, give commentary. Show you care and are going the extra mile. "We are light in men 18-34 for group 3, so to concentrate on that group we are contacting some of the local sports clubs for names." This gives details the client wants/needs to know, shows your plan of action and that you are taking the initiative to address the situation and get it corrected before the study.
Quality of Recruits:
Take some extra care and make sure your staff really speaks to the people you are recruiting. Are they articulate? If you ask them something off topic that requires some thought was it difficult for them to express themselves? Over the phone communication is very different from in person so you want to be certain you aren't getting a diamond that turns out to be coal when put in front of a moderator and a room full of other people. Were they polite to the recruiter contacting them? Did they ask questions to be sure they understood the process? The quality of the recruits you can provide is one of your best and biggest assets with any client using you for their qualitative market research needs!
Atmosphere:
Don't just offer chairs. Offer comfortable roomy chairs to relax, especially helpful if your client just flew in! Offer a large table to spread out materials and to work.
Offer small toys and goodies. Not only do they help pass the many often tedious hours behind the glass but they can be taken home and shared all the while reminding the client of your branding!
Food:
Offer homemade goodies in an on-site kitchen. Offer specialties from local restaurants or hometown favorites.
Facility Staff:
Was the facility staff on top of every need? How did they deal with any arising issues? Where they personal while remaining professional? Was the host/hostess easy to identify and find throughout the entire study?
Extra services:
Have larger ticket items available at a moment's notice for client rental. Flat screens, computer monitors, etc. Have the smaller items just as available but not necessarily for a fee. Offering Ethernet cables, USB lights for the client's laptop, headphones and lap blankets are things that will help make the study experience memorable as well as comfortable. It also helps show that you appreciate your client and his/her business, you're not just after every dime you can squeeze from them when they ask for coffee or a flip chart set up!
Every fine touch and every effort by your staff can make the difference between a one-time job and a repeat customer!

Keywords: facility experience, client service, client retention, qualitative market research

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