Client Connectivity
Last week I focused on the importance of efficiency within the organization. What I didn’t talk about however, was the fact that this type of effective behavior extends far beyond the bounds of an organization. There are ways to not only successfully operate your business, but also work to better serve your existing clients and obtain new clients as well.
How? By identifying and fostering the existing relationship capital of your company and your clients. Termed Client Connectivity, this form of analysis helps you identify and build on the connections between and amongst your (1) clients, (2) potential clients, and (3) employees. In its most simple form, this analysis draws from the ability to cross reference these three networks and use them in a way that adds value to your firm and to your current and prospective clients. For example, if two distinct sales teams are selling into the same company, they can utilize this knowledge to reach the prospect with one united message. From the client’s perspective, this means an interaction that is at the same time more efficient and comprehensive. In addition to exploring shared connections, Client Connectivity studies also offer the ability to see who the most central individuals are, both inside and outside of a company.
What is important to note about Client Connectivity is the fact that you are engaging known entities. There’s no guesswork or speculation here; rather, all of the variables are already identified for you – either though organizational or external network analysis, as illustrated above. The applications for this investigation are many. For instance, not only does this knowledge empower referral programs, but the positive impact on client engagement and sales, is remarkable.
