How to demonstrate you value your clients and why it is so important

Recently I cancelled membership to an organisation that I had been a member of for a few years. Increasingly any communication from them was selling: an event; selling a table for a dinner; to sponsor something or even buying a stand. The emails being sent were relentless; occasionally even twice a day.

Yet, there were never any responses to questions; advice; the opportunity to be introduced to someone at an event (for an aside, I always recommend asking the host of an event to be introduced to someone) or even a referral to another local business. Given this was a business membership organisation, it appeared odd that I was ignored as a member. Understandably the members who had the premium membership (paying for it of course) were featured, but even social media coverage featured the team at HQ rather than the members. And as to congratulating members on their achievements: forget it.

I spoke at an event where two members of the HQ attended. Not only did they ignore me (they knew I was a member) but the CEO said “I do a better job than this” within earshot. There was no mention of the event on their social media account afterwards.

When my renewal was near I was sent another sales email; on the lines of “You can get 15% discount if you pay now” Rather than; we’ve really enjoyed you being a member; here’s what we can offer you next year.’ I respectfully replied, saying that whilst I had enjoyed being part of the organisation, I wasn’t renewing my membership.

So I was surprised it was neither acknowledged; I continued to get sales phone calls and then the killer email “Shall I send you the invoice for your membership for this year?” When I responded that I had already cancelled my membership; by return (goodness, they actually responded) I was asked why I was cancelling “For their records” - not “Oh we are so sorry you are leaving. You can still book for events….”

I made the right decision. Why? Because at every stage I didn’t feel valued or LOVED as a member of the organisation - which as a client is essential. We often believe a client leaves us because of price. However, the reality is that it is how they are treated or valued that plays a significant role in deciding to leave an organisation or cancel working with a company.

According to the US Chamber of Commerce, 68% of customers leave because they’re upset or disappointed with the treatment they’ve received.?

Often a customer will gain the impression of not feeling valued or ‘loved’. Over time this will accumulate, rather than as the result of a specific interaction. Organisations that favour bigger or newer customers over smaller or older ones can find some will leave because they are underappreciated. They will look elsewhere for better ‘value’ - which includes being listened to; appreciated and not being taken for granted.

In other words, if a client doesn’t feel loved or valued, they will eventually leave. The cost of acquiring a new customer is typically 5 to 25 times more than retaining an existing one, according to various studies, including research from Bain & Company and Harvard Business Review.

While the exact cost varies by industry, businesses in the UK often find that increasing customer retention by just 5% can boost profits by 25% to 95%. This is because existing customers are more likely to buy again, spend more, and refer others—without the high marketing and acquisition costs.

To put it bluntly, by putting effort into ‘loving’ and ‘valuing’ your customers, you could save money. And this isn’t rocket science: there are easy changes you can make in order to show you really value your clients and customers. And good communication is key to this!

Here are 5 tips of how to show you value them:

1. Personalise the Experience

Customers appreciate when they feel like more than just a number. Use their name in communications, remember past interactions, and tailor recommendations or services to their specific needs. A little personalisation goes a long way in building loyalty. You would be amazed at how often organisations send ‘Dear Sir’ emails - they can be personalised SO easily.

2. Actively Listen and Respond Promptly

Make your customers feel heard by truly listening to their concerns and responding quickly. Whether it’s a question, complaint, or compliment, a timely and thoughtful response shows you value their time and input. Autoresponders are very useful for immediately confirming an email has been received; remember to include when you expect to respond too. Never receiving a response will result in clients feeling ghosted.

3. Go Beyond Expectations

Surprise and delight your customers by delivering more than they expect. Whether it’s a small freebie, an unexpected upgrade, or simply going the extra mile in service, these moments create lasting impressions and strong relationships. I love these; for my VIP clients, they have additional personalised gifts from me.?

4. Show Appreciation Regularly

A simple "thank you" can make all the difference. Show gratitude through personalised emails, loyalty programs, or handwritten notes. Recognising their support strengthens the emotional connection with your brand. Thank you goes a long way. My experience could have been improved with a “Thank you for being part of the organisation. We really value your membership and contribution you are making”.

5. Seek Feedback and Take Action

Invite customers to share their thoughts, and most importantly, act on their feedback. When customers see that their opinions influence improvements, they feel respected and valued as part of your business journey. This is all about active listening. There is a significant correlation between listening and being appreciated. As well as listening to feedback and suggestions, let the client know what action you are going to take.

Remember: on this day celebrating love, it is essential to demonstrate how you value your team and clients. When customers feel valued, they stay loyal, recommend you to others, and become advocates for your business. By personalising their experience, listening attentively, exceeding expectations, showing appreciation, and acting on feedback, you create a lasting and positive relationship. Small gestures can have a big impact—so take the time to show your customers and just how much they matter.

So what are you going to do to ensure your clients and customers feel valued? Do let me know!

About the author:

Susan Heaton-Wright is the founder and creator of the SuperStar Communicator? methodology; international speaker, facilitator, coach, former international opera singer and podcaster.

Susan is best known for empowering emerging leaders all over the world to speak and communicate with clarity, confidence and credibility; through her speeches, by facilitating masterclasses and workshops and by coaching talented individuals. Since 2020 she has delivered virtual masterclasses and workshops to attendees from more than 130 countries world wide and has won a number of awards for her work.

She is curious for any changes in communication changes and especially in a technical world. Keeping the human element in communication is essential for the maximum impact! Susan co-hosts live streamed discussions with business leaders and is the co-host of the SuperStar Communicator Podcast.?

?I facilitate workshops - face to face and virtually on a range of topics:?

• Presentation Skills
• Public Speaking
• Assertiveness Skills
• Having difficult conversations
• Women in Leadership Communication
• How to Demonstrate Credibility
• How to be Positively Disruptive
• Networking Skills

These topics are also available as masterclasses.

I also coach talented people on being more impactful for career progression. Do contact me for more information on the one to one coaching services on communication skills I offer.

And as a speaker I deliver speeches on:

• How to demonstrate credibility
• Women in Leadership Communication
• Be a SuperStar Communicator: be seen, be heard, make an impact

Why not challenge your communication skills with our 30 Day planner. Purchase here.

When not working, Susan designs and sews her own wardrobe; surfs, swims and plays the viola in an orchestra. She fundraises for the Alzheimers Society, The Isabel Hospice and supports the St Albans PostBoxes Charity.

Why not connect with her on Linkedin: https://linkedin.com/in/susanheatonwright?

If you wish to arrange a call: you can book here: Know someone who might be interested in this newsletter? Share it with them.