The power of regular Touchpoints
My first accountant did a very good job of selling me the dream, and then handed me down to one of his junior members of staff. She did a good job which meant I barely heard from the owner for months on end.
At the end of year one, I received an email along the lines of “Thank you for your business, here is the invoice for year two!”
WTAF!
I replied with a “Who said I was renewing?” email and received an immediate call. “I just presumed, as I hadn’t heard otherwise!”, he said.
I told him that I would renew, but I recommended he introduce regular touchpoints through the year to see if there was anything I needed, if I was happy etc so there would be no doubt that I’d renew again when the time came. All of his other clients would benefit from this also.
Sadly, he never implemented anything.
A few months later, I picked the phone up after burning the midnight oil doing my expenses. Receipts everywhere, Googling the return mileage to Blackburn three months ago – not what I signed up for!
“Can’t you do these instead?” I asked. “Yes, but you never asked!” he retorted.
He had made zero attempt to get in touch and find out what challenges I had, how he could help and where he could make his business more sticky.
It was time to move on, and I have not looked back since.
Unfortunately, I hear stories like this all the time and businesses wonder why they have an issue with poor client retention, damaged reputation and not hitting revenue targets.
The main problem I believe, is that so many businesses are so fixated on winning the new business (that they believe is now sticky) that they forget to stay in touch with their existing clients, who then become disenchanted and leave.
Clients don’t leave you because you mess up, they leave you because they think you don’t care.
Delivering a best-in-class customer service isn’t just about expertise, it’s about proactive engagement. Regular touchpoints with clients are often be the difference between a service provider and a trusted partner. Yet, so many companies fall short.
Why regular Touchpoints matter
Proactive communication reduces uncertainty
Clients don’t want to chase you for updates. Regular check-ins, whether weekly calls, monthly reports, or quarterly reviews ensure they feel informed and valued and gives them an opportunity to feedback. Transparency builds trust.
Stronger relationships = greater retention
Clients who feel heard and understood are far more likely to stay and also refer. Regular interactions show commitment beyond just project deliverables
Preventing issues before they arise
Waiting for clients to voice concerns means you’re already on the back foot. Proactive communication uncovers pain points early, allowing you to adapt and improve service delivery.
Upselling and growth opportunities
Touchpoints aren’t just about problem-solving, they’re about value creation for both parties. By consistently engaging, you can identify additional ways to support clients, leading to organic business growth.
Why so many get it wrong
- Reactive, not proactive: Many companies only engage when there’s a problem, rather than making communication a structured priority
- Lack of systems: Without scheduled and agreed touchpoints, interactions become sporadic and inconsistent. Clients think you don’t care
- Overlooking personalisation: Generic check-ins won’t cut it. Tailored conversations that reflect a client’s unique needs make all the difference
- Team apathy: Team members that are not value aligned, are not empowered to be proactive and don’t go the extra mile, don’t make the client feel valued
Delivering a best-in-class service means thinking beyond deliverables. The reality is that for most businesses, your only real differentiator is service level.
By embedding structured, meaningful touchpoints into your client relationships, you’ll not only retain clients but transform them into advocates who refer.
The companies that get this right don’t just survive, they thrive.
For me, there are six stages of client success. Start mapping your Touchpoints in each of these six stages with our handy guide.
