There are many components that go into attracting and retaining customers. You have to look at your marketing, people, products, services, training, etc. We often look for ways to modify each of them in the hope that something better will happen for our company. So many books and articles have been written on these areas that I think sometimes we forget the basics. That’s where the Customer Relationship Process (CRP) comes into play. The process is made up of 5 steps, with the last step feeding back to step one again. Think of it as a continuous loop.

1. Build trust
2. Understand the need
3.Recommend Solutions
4. Deliver product or service
5. Customer satisfaction (then back to number 1)

This process is repeatable. Must be. As something that requires flawless execution, it should be easily understood. It is a seamless loop. The reason it’s a seamless cycle is that when CRP is done right, the result is a long-term relationship. Customers are satisfied and develop loyalty to your organization and brand. Let’s quickly go through the steps one at a time.

Build trust – To do this, you need to prove to the customer and prospect that you are trustworthy, personable, and have the expertise that sets you apart from others in this crowded market. listening the customer and avoiding the desire to pontificate on your organization’s capability allows you to flow naturally to the next step in the process.

understand the need – What does the customer really want? Ask questions that focus on the need. Every client is unique, but developing a basic interview process for clients will certainly help. Along with the direct interview, capture data from your listening positions in the market. This information from past, present, and future customers helps build a stronger foundation of understanding.

Recommend Solutions – Have you ever told a customer “this is what I think we should do?” If you haven’t, what’s stopping you? There are some people who know exactly what they want and can articulate it well. Others may fight. When you are successful in the first two steps, recommending a solution is a natural progression. It’s not selling. It is the successful result of executing the previous two steps well.

Deliver – You’ve navigated the first three steps of the process well and now it’s time to show off your stuff. If your company has enough flexible processes and a balance between strict and flexible controls, this step should also be feasible. Valid customer requirements have been established, you understand them, and your team will deliver them better than anyone else.

customer satisfaction – I like to see this as the step that keeps this loop moving and alive. You knocked it out of the park on the other steps. Customer satisfaction will increase and help develop and nurture a long-term relationship. The client process never ends. Sure, there are some clients you serve that could be once-in-a-lifetime opportunities. For the few who aren’t ready to walk down the aisle with you again, you still have data to learn from.

The CRP loop keeps you in the game for a long time. The loop, in most cases, cements the long-term relationship on which successful business partnerships are built. Give it a try.