Gartner Research

Tech-Go-to-Market: Twelve Best Practices to Retain Your Clients

Published: 22 September 2014

ID: G00269302

Analyst(s): Bob Igou, Helen Huntley


Traditional customer retention mechanisms have lost their potency. Buyer dynamics, competition and delivery models have shifted in IT services. Service providers must actively implement these 12 best practices to avert mass customer defections as the barriers to switching providers erode.

Table Of Contents
  • Key Challenges



  • Attacking the Problem of Client Defection, and Imparting a Strong Client Retention Program
  • Client Retention Best Practices — Part 1: Know and Understand Your Customers
    • Expand Relationships With New Constituencies Within Your Client Organizations
    • Demonstrate and Articulate Your Client's Total Cost of the Service and Show Them How to Reduce It
    • Increase Strategic Influence to Expand Your Sphere of Control
    • Continuously Renew, Plan for Renewal and Measure Attrition
  • Client Retention Best Practices — Part 2: Implement Impediments Preventing Defection
    • Expand Your Presence, Influence and Create Strategic Dependency
    • Provide Business Owners With Content They Can't Do Without
    • Provide Essential Services That Continually Engage the Customer Constituencies and Facilitate the Retention Opportunity
    • Continuously Leverage a Community of Customers to Identify Value and Ensure Retention
    • Reinforce the Tangible Challenges and Costs of Switching
  • Client Retention Best Practices — Part 3: Motivate Clients to Stay
    • Demonstrate Tangible Business Value Daily Through Tangible KPIs and Measurements Valuable to Business Users
    • Help Your Clients Achieve "Personal" Success
    • Negotiate Contract Terms That Create Incentives to Remain for the Long Term; If Necessary, Subtly Hint at the Realities and Challenges of Starting All Over

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