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Revision as of 12:03, 3 November 2026
Purpose / goals
The goal of this process is to build and maintain long-term, profitable client relationships and to ensure that client requirements and expectations are consistently met.
Purpose:
- Acquire new clients and develop existing client relationships
- Understand and document client requirements clearly
- Ensure high client satisfaction and loyalty
- Handle feedback and complaints systematically and learn from them
Process steps
| Step | Description |
|---|---|
| 1. Lead generation and qualification | Identification and evaluation of potential clients through marketing, referrals, and networking. |
| 2. Needs analysis and offer | Clarification of client requirements and preparation of a suitable offer or proposal. |
| 3. Contract and order handling | Contract review, approval, and recording of agreed requirements in the CRM system. |
| 4. Onboarding and service delivery | Handover to delivery teams, kickoff, and fulfilment of the agreed products or services. |
| 5. Ongoing client care | Regular contact, status meetings, account planning, and identification of upselling opportunities. |
| 6. Feedback and complaint management | Capturing client feedback and complaints, defining corrective actions, and informing the client. |
| 7. Client satisfaction measurement | Regular surveys and analysis of client satisfaction and loyalty. |
| 8. Review and improvement | Evaluation of client data and results and derivation of improvement measures. |
Performance indicators
- Client satisfaction (e.g., via NPS or survey scores)
- Client retention rate and churn rate
- Offer conversion rate
- Number and processing time of complaints
- Revenue per client and share of repeat business
- On-time delivery rate
Risks
- Unclear or undocumented client requirements → rework and dissatisfaction
- Slow response to inquiries or complaints → loss of trust
- Dependence on a few key clients → revenue risk
- Incomplete or outdated client data → poor decisions and data protection issues
- Overpromising in the offer phase → unmet expectations
- Lack of follow-up after delivery → missed opportunities and churn
