The Most Underrated CX Strategy for Client Retention
If you want clients to stay, this is the strategy most businesses ignore.
If you want clients to stay, this is the strategy most businesses ignore.
You've heard me say before—businesses focus on new customers exclusively but miss out on the biggest profit maker—keeping existing ones. If you've been here for a while, this is not news to you. Yet, most businesses make the mistake of assuming that if a client is happy, they’ll stick around. The truth? Loyalty is built through intentional connection, not assumptions.
The Most Underrated CX Strategy: Proactive Communication
Most businesses only reach out to clients when they’re selling something, fixing a problem, or responding to a complaint. But what about in-between?
The businesses that master proactive communication win long-term loyalty. Here’s why: It keeps you top of mind. Clients don’t forget about businesses that check in without an agenda. It strengthens relationships. Small, thoughtful interactions build trust and credibility. It reduces churn. A simple check-in can prevent a silent exit.
How to Use Proactive Communication in Your Business
1️⃣ Check in before they need you. Reach out with helpful insights or just to see how they’re doing.
2️⃣ Celebrate milestones. Send a note on anniversaries, birthdays, or key business achievements.
3️⃣ Offer value without expectation. Share useful industry updates, quick tips, or exclusive resources without pushing a sale.
4️⃣ Make it personal. A simple, personalised message has far more impact than a generic marketing email.
The Bottom Line: Loyalty is Designed, Not Assumed
The businesses that show up before they’re needed create trust that competitors can’t buy. Stay engaged, stay relevant, and stay valuable.
What’s Next?
Next week, I’ll share how to simplify your client experience so that staying loyal is the easiest choice.
Hit reply and tell me—when was the last time a business checked in with you without asking for anything?