Share with the world 🙏Ever wondered why people stay loyal to certain airlines despite delays, cramped seats, and questionable in-flight meals? It’s not just about the miles – it’s about feeling valued. Airlines have mastered customer retention, and MSPs can learn a lot from their playbook when it comes to marketing and client relationships.
It never felt more appropriate for the Wingman team to write about this analogy. We’re an aviation-inspired business after all …
While landing new business is essential for growth, it’s crucial not to neglect your current clients. Most MSPs grow through word of mouth. However, keeping existing clients happy is just as important for growth.
Reward loyalty
Frequent flyer programmes work because people love to feel rewarded. From free flights to seat upgrades, these perks create emotional connections that keep customers coming back.
MSPs can do the same with offerings like personalised check-ins. Small gestures like sending a thank-you note after a contract renewal or offering a free upgrade or additional service to long-term clients can make them feel appreciated. By showing you care, you increase client retention and pave the way for upsells when they see the value in the services you provide.
Create a sense of exclusivity
Airlines create loyalty by making travellers feel like VIPs when they access airport lounges. That sense of exclusivity builds trust and strengthens the emotional connection.
For MSPs, consider creating client-only webinars, offering early access to new services, or inviting key clients to exclusive strategy sessions. When clients feel like part of an inner circle, they’re more likely to trust you with more of their business, leading to natural upsell opportunities.
Make it easy to stay
Airlines make it easy to redeem points and book flights, and that convenience keeps people loyal.
For MSPs, this means simplifying contract renewals, making support easy to access, and offering flexible service upgrades. A smooth, hassle-free experience keeps clients satisfied, and a good experience makes them more likely to refer you to others. It also encourages them to leave positive reviews on your Google Business Profile, Trustpilot, or other review sites, further boosting your reputation.
Turn problems into wins
Airlines know that when things go wrong, quick action can turn a frustrated customer into a loyal one. A delayed flight that results in a surprise upgrade or voucher leaves a lasting positive impression.
If a client has a complaint or technical issue, responding quickly and generously can turn frustration into trust. Offering additional support or a thoughtful gesture shows you value their business. By resolving problems in a positive way, you can strengthen their loyalty and increase the chances of them recommending you to others.
This concept is know as the service-recovery paradox and is a powerful concept. Service recovery can genuinely increase loyalty. Our director Mark, has many stories of tricky situations which when recovered in style, increased loyalty for the long term.
The takeaway
While new business is vital for growth, never underestimate the value of your existing clients. Marketing isn’t just about acquiring new clients – it’s about fostering long-lasting relationships with the ones you already have.
By rewarding loyalty, creating exclusivity, and making things easy, you’ll not only retain clients but also gain their trust, increase upsells, and even have them referring you to others.
Take a page from the airline playbook – balance attracting new clients with keeping your current clients happy, and watch your MSP soar.
