7 Client Retention Strategies You Should Implement in 2024

On average, only 65 out of 100 customers stay with a company. But here’s the harsh truth: if you're not working on keeping your clients, you're losing profits. If you’re not intentionally implementing client retention strategies, you will lose them sooner or later.

Every customer who leaves symbolizes more than just a one-time loss. You're losing their current value, potential future value, and possible referrals they could have brought. Not retaining a customer can seriously stunt your business growth. 

If you want to avoid these perils, it’s time to power up your client retention strategies. In this article, we share seven tactics you can use to minimize churn rates and enhance customer satisfaction as soon as possible.

What is client retention?

Client retention is preventing existing customers from churning or leaving after a purchase. It refers to your strategies to keep them nurtured (by consistently delivering value) and engaged so they keep purchasing repeatedly. So, in simple terms, retaining customers ensures they stick around once they choose you.

Here’s the simple formula for calculating the retention rate:

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When customers stay, their lifetime value (LTV) increases, and that continuous gain creates a steady income flow. If you’re a subscription-based business, client retention, churn, and LTV become even more critical. 

Some good to know statistics:

• Retention is often more cost-effective as acquiring a new customer costs five times more than retaining an existing one. 
• Conversion rates for existing customers range from 60% to 70%, compared to only 5% to 20% for new prospects.
• Repeat customers spend 67% more on a business they love.

7 best client retention strategies for your business

Not all retention strategies are created equal. Why? Some are foundational, big-picture tactics requiring time and investment, while others are quick wins that can be implemented immediately. And for this section, let’s focus on the latter—straightforward, actionable retention strategies specific to agencies like yours.

Strategy #1: Personalize engagement

Customers today expect personalization—from marketing emails to product recommendations. If you give them a tailored experience, you’re creating a solid connection with them. 

Here’s how you can immediately do the strategy: Categorize your clients based on specific criteria to tailor your retention efforts more effectively. 

Here’s an example: you’re running campaigns for multiple clients. One client is more concerned with lead generation, while another is focused on brand awareness. You can segment them and only send relevant content based on their focus. For the lead generation client, highlight metrics like cost-per-lead and conversion rates. For the brand awareness client, focus on reach and engagement.  

Strategy #2: Invest in a customer success team

Customer success is about ensuring clients achieve their goals with your offer. A common misconception, though, is that it’s not for small teams. Well, that's not true. Even designating a team member to take on the customer success role works. That member must be the primary contact point for account and project management. 

Here’s a sample scenario: You’re a graphic design agency with a small team. Instead of just managing projects as they come, assign one of your designers as the Customer Success Manager (CSM) for a client. The CSM’s job is to manage the project and keep the client engaged with your agency’s broader offerings.

Strategy #3: Offer bundled service packages

Offering bundled service packages is a straightforward retention strategy, especially for agencies. This strategy deepens client relationships and gives you the chance to provide more value. When done right, bundling makes your agency the go-to partner for a client’s ongoing needs.

Here’s a sample case: Your creative agency has started working on a branding project with a client. You know that once this project wraps up, it will be followed by packaging design, a marketing campaign, or even website design. In the future, you can offer an all-in-one branding package that covers logo design, packaging, web design, and marketing materials. 

Strategy #4:  Ensure a positive first impression

Onboarding is your client’s first real interaction with your processes and what it will be like working with you. It’s the start of the entire relationship. So, what better way to retain them than to outright provide a positive customer experience? If you nail the onboarding process, you immediately gain their trust and confidence.

Here’s an illustration: If you’re a PR agency onboarding a client who has never worked with a PR team before. What you can do is set up automated progress update emails during the onboarding phase. You can also invest in client onboarding software to implement a seamless onboarding experience.

Strategy #5: Roll out win-back campaigns

If you have clients who stopped contacting you (whether clients due to budget constraints, shifting priorities, or lack of engagement), a well-crafted win-back campaign can restart the relationship. It can be as simple as positioning your agency as a thought leader through education and giving the client a reason to trust your expertise again.

Take this example: You have a client who previously worked with you but stopped for unknown reasons. After reviewing their industry, you notice that their site needs updating like optimizing for voice search or improving mobile experience. So your web design agency sends a value-driven email, sharing new insights or market trends that are directly relevant to their industry. 

Strategy #6: Introduce a loyalty program

Loyalty programs are a simple yet powerful way to encourage repeat business. You don’t need a complex system—start small like a discount after a referral or a gift for reaching a certain milestone. 

Here’s how you can do it: Create a loyalty program where clients can earn exclusive benefits when they refer new clients to your agency. For instance, for every successful referral, the client earns a percentage off their next project or a free service such as a website audit or campaign consultation. Not only will this encourage loyalty, but it will turn your happy customers into advocates.

Strategy #7: Provide a client self-service portal

Here’s why a client portal is such an effective retention tool: it enhances transparency and convenience, which are two things clients value the most. By giving clients easy access to their project status, deliverables, and communications, you build trust. 

Now, if you need this feature specifically designed for your agencies, check out ManyRequests. This tool is loved by many design and website agencies where they can manage clients, teams, payments, timelines, and projects—all in one place. 

Let’s see ManyRequest’s client portal in action:

• Let’s say you’re running a web development agency. A client logs into their ManyRequests portal and sees real-time updates on their site’s progress (like wireframes, feedback rounds, or testing phases). Every milestone is visible to them, so they do not have to chase down updates or send multiple emails. 
• Let’s say your client needs to view event timelines. They simply log into their ManyRequests portal, download the documents they need, and be on their way. This level of self-service improves their experience and makes working with your agency frictionless.
• ManyRequests enables you to set up automated billing processes for recurring services. You just customize your invoices with your branding elements and send them automatically based on predefined schedules. Meaning your clients can easily manage their subscriptions through their portals, including upgrading or modifying their service plans. 

Frequently asked questions about client retention strategies

1. Why is client retention so important?

Client retention is essential because it directly influences your business’s long-term growth, profitability, and stability. Retained clients often become loyal advocates, increasing their lifetime value over time.

2. Should I focus more on client retention or customer acquisition?

Both matter, but if you’re looking for long-term, cost-effective growth, retention should take priority. Retention locks in that predictable revenue stream, giving you a solid foundation to grow on.

3. How soon should I start implementing client retention strategies?

Immediately. The sooner you start focusing on client retention, the better off you’ll be. Too many businesses dive headfirst into acquisition and forget about the clients they’ve already won. The reality? Retention needs to be integrated into every step of the client journey—starting from day one with onboarding.

4. What’s the difference between high-level retention strategies and simple, fast-to-implement retention strategies?

High-level retention strategies are focused on building sustainable, long-term loyalty, often requiring more effort and planning. Simple, fast-to-implement strategies can offer quicker results with minimal resources, helping you address short-term retention needs and win quick customer loyalty. For the best results, businesses should blend both approaches to create a well-rounded retention strategy.

5. Can tools like ManyRequests help improve client retention?

Absolutely. ManyRequests is built to help agencies not just manage clients but keep them around for the long haul. Here’s how:

• Centralized client portal: Your clients can log in to see all their projects, requests, and docs in one place. Everything’s organized, which means they’re happier because they can find what they need.
• Project management features: With ManyRequests, it’s easy to track progress, assign tasks, and keep an eye on deadlines. Clients can give feedback right in the portal, which makes them feel involved and valued—key for retention.
• Client onboarding tools: Get new clients up and running fast with customizable intake forms and service catalogs. When clients have a smooth onboarding experience, they feel taken care of from the start.

Which retention strategy will you implement today?

To really understand client retention, we have to stop thinking of it as just a transaction and start seeing it as an active, ongoing process. It’s about getting ahead of your clients' needs and creating intentional, meaningful interactions throughout their journey. We’ve already broken down the strategies that work, and the best part is you can start implementing them today.

If your goal today is to foster better client relationships, use ManyRequests immediately. Consider signing up for a free trial and start enhancing your retention strategy today.

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