Client Charters - a Powerful Referral Marketing Strategy?

I used to think client charters were a waste of time, until I came across one that was a deciding factor in winning a major contract. I has since used them to successfully win business for myself and my clients

To be honest with you, my first thoughts regarding client charters many years ago were not very positive. Hardly anyone used them and I thought they were just another form of presenting a company mission statement which no one read or cared about.

The first examples of charters I saw contained too much boring copy; they were all about the company and not about the client and hardly offered any benefits at all. I changed my views about client charters when I had a client of mine who was putting out a project to tender to various IT companies.

He was indecisive about two of the best proposals which were almost identical in what they offered. My client showed the proposals to me and immediately I was taken by one proposal that included a very good, well written client charter.

I pointed out this company to my client, stating in addition to the benefits and services, they had impressed me with their regard for customer relations with the inclusion of their charter. My friend stated he had thought on the same lines and signed up this company who ended up doing a magnificent job on the project and totally kept to their charter promises.

So, would a Client Charter help your business?

If you want to increase your own and your company’s professional credibility, increase your sales, gain customer appreciation, satisfaction and loyalty, more referrals and have an edge on your competition, then YES I would recommend you develop and present a Client Charter.

What does an ideal Client Charter contain?

A short and “punchy” statement that sincerely declares your commitment to provide only the highest quality products and services. This statement must be and to the point you wish to make, try and refer more to the customers then yourself.

A clear presentation of any special benefits and value that you are offering to the customer such as;
1. Your official customer care policy
2. Your customer complaints policy: How you handle issues, complaints (very important)
3. A reciprocal referral policy i.e. that you will offer to refer the client and would hope that they will refer you in turn
4. Customer reward programme: Any referral commissions or policy on rewarding successful referrals received.
5. Any guarantees of standards, achieving agreed targets, goals etc.

Your charter promises customers that you are driven to provide them with only the best, and that you stand solidly behind what you sell.

Your client charter is also important to your internal operations. Your staff should be well versed in the language of your client charter and be aware of what it promises.

Your employees should view this as more than just corporate “happy talk”. The contents of the charter should be instilled as a personal mission for each of them, and as a quality standard they come to work to provide every day. It would be a good idea to get all staff to read, agree and sign a copy of your company’s client charter and keep it on file or even display a framed copy in their office or work station to emphasise the importance of this document.

If it is well thought out, composed and is used proactively, a client charter will be a powerful marketing tool and give you an edge against your competition. Most importantly it will set you apart, customers will take notice and appreciate you more and also provide more referrals.

Present your client charter whenever you can i.e. on your selected marketing material, website even on the back of your invoices and statements etc. Most customers may not voluntarily completely read a full charter, but the actual fact that you have one sends out a positive message that you care about them.

I personally present my own client charter to all new clients who take on my consultancy services. I can sincerely state that after having done so, my new clients respect me and the way I will work for them a great deal more. They fully understand my appreciation of their business and that I will work my very best for them. The fact that I tell them I have a reciprocal referral policy gets me referrals without having to ask for them.

To see examples of companies using client charters go to 2 customers of mine who have recently set-up their client charters and feature them on their websites at:

www.help3000.co.uk/images/stories/PDF/customer_charter.pdf

And

www.drinkingwater.co.uk/eau-charter-october-2006-HP3.pdf

You will note that both charters look almost identical, that was because they were copied from my own client charter template and amended to suit the requirements of the companies using them.

Referral Marketing Calculator: To see how much potential referral business you can gain through having a referral marketing programme go to www.goldnetreferralmarketing.co.uk/calculator.php

Author: Vince Golder, Managing Director, Goldnet Referral Marketing Ltd.
Tel: 07799 34 8642
email: vince@goldnetreferralmarketing.co.uk

For details of Vince’s new ebook “The Power of Referral Marketing” go to www.goldnetreferralmarketing.co.uk