How many times have you thought, or heard someone talk about a company who only reaches out when they have a renewal, or something new to sell? I’ve heard it and seen it for years. Unfortunately, the way many businesses structure themselves and operate, they drive a very short-term approach and revenue focused approach to sales. We are also tired of it, and very tuned in to transactional selling.

Enter the value of solid relationship management; In today’s competitive business environment, building and maintaining strong client relationships is more important than ever. Not just as a token gesture or manipulation to make sales, it is a method to understand and align with current and potential clients.

Let’s explore client touchpoints—the moments where a client interacts with your business, whether directly or indirectly. When managed effectively, touchpoints can strengthen trust, foster loyalty, and improve customer retention. This article delves into the significance of client touchpoints and how you can leverage them to nurture long-lasting relationships.

What Are Client Touchpoints?

A touchpoint is any interaction between your business and your client throughout the customer journey. These moments of contact can occur in various forms, including online and offline channels. Common examples include:

• Initial outreach through marketing efforts
• Sales meetings and proposals
• Customer service inquiries
• Regular status meetings
• Follow-up emails or calls
• Billing and payments
• Feedback requests and surveys

Each of these touchpoints offers a unique opportunity to shape the client experience. By strategically managing them, you can create a seamless, positive, and personalized journey for your clients.

Touchpoints are critical in shaping the client experience and perception of your business. Every interaction leaves an impression—good or bad. If clients feel valued and heard during these encounters, they are more likely to remain loyal and satisfied.

Key Client Touchpoints and How to Maximize Them

1. Onboarding

The onboarding process is your first significant opportunity to make a lasting impression. It sets the tone for the entire relationship. A smooth, transparent, and personalized onboarding experience can establish trust right from the start. Make sure your client feels informed and supported.

• Best Practice: Provide a clear roadmap, outlining what the client can expect in terms of timelines, deliverables, and communication. Use this stage to gather as much information as possible about the client’s needs, goals, and preferences.

2. Regular Personalised Communication

Consistent, transparent communication is the key to keeping your clients engaged and informed. From client specific and personalised emails or calls, through to formal reports and meetings.

• Best Practice: Clients are ok with automated content as long as it is relevant and timely. A degree of personal contact is also required alongside though. Make sure to communicate both good and bad news promptly and clearly. Keeping the client in the loop fosters trust, shows them you understand what is relevant, and in the case of delivery style businesses it arms them with information to be successful and reduces anxiety.

3. Customer Support and Issue Resolution

Inevitably, issues will arise. How you handle them can make or break a relationship. Clients expect swift, efficient resolution and clear communication during the process.

• Best Practice: Have a robust support system in place with clear guidelines for escalation and follow-up. Empathy, professionalism, and a commitment to solving the problem go a long way in turning a negative experience into a positive one.

4. Feedback and Continuous Improvement

Asking for feedback shows clients that you value their opinion and are committed to continuous improvement. This touchpoint is crucial for refining your service and addressing potential concerns before they become major issues.

• Best Practice: Implement regular feedback loops through surveys, one-on-one check-ins, or follow-up calls. Use this information to make actionable improvements and share with clients how their feedback is being implemented. Some business can take this too far and many clients are survey tired. Be purposeful about why, when and then the questions to keep burden of time low. Shifting to a call instead may provide you specific answers, adhoc feedback and adds that personal touch and demonstration they are important.

5. Milestone Celebrations and Personalization

Recognizing milestones—whether project-related or personal—adds a human element to your business relationship. Whether it’s the completion of a major project, an anniversary, or a personal event (such as a birthday), showing that you pay attention can build a deeper connection.

• Best Practice: Automate reminders for significant milestones and personalize your responses. A simple congratulatory message or small gift can leave a lasting positive impression. Naturally, depending on the business you may need to mindful of legal implications or boundaries. You could instead think laterally and celebrate a milestone of your clients, or an anniversary of both organisations working together. The point here is knowing your client and people and showing them they matter.

6. Post-Project/Sale Follow-up

Once a project or sale concludes, many businesses make the mistake of letting the relationship fade. However, this is a critical touchpoint for securing future business or referrals.

• Best Practice: Schedule follow-up calls or emails to check on the client’s ongoing satisfaction and explore opportunities for future collaboration. Offer value by sharing insights, trends, or ideas that may be relevant to their business.

Have other key touchpoints you feel help to develop stronger client relationships?? Please share!