DRIVE ME TO THE SEASIDE

Client Aftercare: Where Do You Draw the Line?

Account Manager, Matt Clough, reveals his roadmap to success

I recently bought a new car - I’m not boasting, it’s a KIA - and after driving it off the forecourt and straight to the nearest McDonald’s drive-thru, I realised I had no idea how to connect my phone. I could have Googled it, I could have read the manual but in panic-mode that I had already broken my shiny new Korean automobile, I took the easy route; I rang the dealership and spoke to the salesperson who had sold me the car. I was fully expecting him to say one of the following:

“Have you read the car manual?”

“What phone is it? Try an update.”

“Speak to the manufacturer.”

Any of which would have been fair comment.

Instead, the response I received was,

“When you next pass by, call in, and I’ll take a look for you.”

Thirty minutes and one Big Mac meal later, I was back at the garage.

The dealer took mere seconds to sort it out.

I had full connectivity, and the world was once again my oyster (until I needed help with the boot tray, but that’s a different story).

My point is that rectifying this particular issue was not the responsibility of the salesperson or the dealership where I bought the car. The issue clearly lay in my knowledge (or lack thereof). The salesperson knew this too, but they also knew that by helping me, not only had they done a good deed for the day, but they had strengthened that all-important client-customer relationship.

Now, if I had gone in and asked them to show me how to program the satnav to the seaside and then drive me there, I can guess the answer I would have been given.

It’s all in the balance. We need to work out when some goodwill and aftercare to help a client becomes something beyond, and when it does, how to react to that and maintain the correct approach.

Step 1: Understand the Importance of Aftercare

Aftercare isn’t just a box to tick off; it’s a golden opportunity to build lasting relationships with your clients. Think of it as the post-credits scene in a Marvel movie – sure, the main show is over, but what comes after keeps the audience buzzing and eager for more.

Example: You’ve just delivered a cutting-edge e-learning module for a client. It’s shiny, it’s new, and it’s live. But what happens when they hit a snag? Just like my car dealership, your willingness to step in and offer a helping hand can make all the difference. It’s not your job to hold their hand through every minor hiccup, but a little support can go a long way.

Step 2: Set Clear Boundaries

Drawing the line is crucial. You’re not on call 24/7, and your clients need to understand that. However, it’s about being clear on what falls under your aftercare umbrella and what constitutes extra services.

Example: If a client calls you at midnight asking for a full tutorial on how to use the LMS, it’s okay to say no. Politely inform them of your working hours and suggest scheduling a session during business hours. Clear communication upfront about what aftercare includes can save a lot of headaches.

Step 3: Identify Opportunities for Growth

Sometimes, a client’s need for aftercare can highlight opportunities for additional services. This could be a maintenance package, additional training sessions, or even a whole new project.

Example: A client struggling with a feature could lead to you offering a tailored training session for their team. Or perhaps they need regular updates and maintenance – that’s where a support contract comes into play. Every interaction is a chance to upsell and provide more value.

Step 4: Balance Goodwill with Professionalism

Providing excellent aftercare doesn’t mean you have to say yes to everything. It’s about striking that balance between being helpful and maintaining professional boundaries.

Example: If a client asks for something that goes beyond the scope of your aftercare, consider it an opportunity for a new project. Frame it positively: “I’d be happy to help with that. This sounds like it might be a bit more involved, so how about we discuss a new project to cover this?”

Step 5: Maintain Open Communication

Keep the lines of communication open with your clients. Regular check-ins can help you identify potential issues before they become big problems and show your clients that you’re invested in their success.

Example: Schedule follow-up meetings a month or two after project completion to see how everything is going. This proactive approach can prevent many aftercare issues and demonstrate your commitment to client satisfaction.

Embrace Aftercare as a Strategy

Aftercare is more than just a service - it’s a strategic tool for client retention and growth. By understanding its importance, setting clear boundaries, identifying opportunities, balancing goodwill with professionalism, and maintaining open communication, you can master the art of aftercare.

Sometimes, a little extra effort can make all the difference, turning a one-time client into a loyal partner. Right, I’m off to Whitby - anyone fancy driving for me?