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The 33 Touch System: Client Lifecycle Plans
Chapter 3: The 33 Touch System: Client Lifecycle Plans
This chapter delves into the scientific underpinnings and practical applications of the “33 Touch System,” specifically focusing on how to design and implement effective client lifecycle plans. The system is predicated on the idea that consistent, value-driven communication strengthens client relationships, leading to increased loyalty, referrals, and ultimately, business growth. We’ll explore the psychological and sociological principles that support this approach, providing a framework for creating customized communication strategies for various client segments.
3.1 The Neuroscience of Relationships and the 33 Touch System
Building strong relationships, at its core, relies on fundamental aspects of human psychology and neuroscience. Consistent and thoughtful interactions trigger specific neural pathways, fostering trust and positive associations. The 33 Touch system aims to leverage these pathways in a systematic way.
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Social Exchange Theory: This theory posits that relationships are built on a cost-benefit analysis. Individuals seek to maximize rewards and minimize costs in their interactions. The 33 Touch system aims to provide consistent value, acting as a “reward” to maintain and strengthen the relationship. Formula:
Relationship Strength (RS) = Perceived Benefits (PB) - Perceived Costs (PC). A well-designed 33 Touch plan should consistently increase PB while minimizing PC for the client. -
Mere-Exposure Effect: This psychological phenomenon states that people tend to develop a preference for things merely because they are familiar with them. The repeated “touches” in the 33 Touch system, even if they are brief, increase familiarity and create a sense of connection, predisposing clients to a more positive attitude towards you and your services. Experiment: In a classic study, Zajonc (1968) showed participants novel symbols with varying frequencies. Participants consistently rated the symbols they had seen more often as more favorable. This principle is applicable to brand building and relationship management in the 33 Touch system.
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Reciprocity Principle: This principle suggests that people tend to reciprocate actions that others have taken. Providing value through newsletters, useful giveaways, or helpful information triggers a sense of obligation in the client, making them more likely to reciprocate with referrals or repeat business. Mathematical Representation: While difficult to quantify directly, the probability of reciprocation (Pr) can be modeled as a function of the perceived value (V) of the touch and the strength of the existing relationship (R):
Pr = f(V, R). A stronger relationship and higher perceived value increase the likelihood of reciprocity.
3.2 Defining Client Lifecycle Stages and Tailoring the 33 Touch
Effective client relationship management requires understanding the distinct stages of the client lifecycle. The 33 Touch system can be customized to address the specific needs and expectations of clients at each stage.
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Prospecting/Lead Generation: This is the initial stage, where the goal is to attract potential clients. Touches might include targeted advertising, introductory emails, or attending networking events.
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Initial Engagement/Conversion: This stage involves building rapport and establishing trust. Touches might include personalized introductions, informative content relevant to their needs, and demonstrating expertise.
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Active Client/Transaction: During this stage, the focus is on providing excellent service and managing expectations. Touches include regular updates, proactive communication, and going the extra mile to ensure satisfaction.
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Post-Transaction/Client for Life: This crucial stage focuses on retaining clients and nurturing long-term relationships. This is where the “33 Touch: Client for Life” plan becomes central. The goal is to stay top-of-mind, provide ongoing value, and solicit referrals.
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Advocate: This stage represents the ideal client – one who actively promotes your services and provides consistent referrals. These clients deserve special attention and are perfect candidates for the “33 Touch: Advocate Appreciation” plan.
Table 3.1: Example Touches for Different Client Lifecycle Stages
| Stage | Example Touches | Rationale |
|---|---|---|
| Prospecting | Targeted social media ads, free market report download | Generate interest and capture contact information |
| Initial Engagement | Personalized welcome email, introductory phone call | Build rapport and understand client needs |
| Active Client | Weekly progress updates, problem-solving calls | Ensure satisfaction and manage expectations |
| Client for Life | Monthly newsletter, holiday card, birthday card | Stay top-of-mind and provide ongoing value |
| Advocate Appreciation | Gift card, handwritten thank-you note, exclusive event invitation | Recognize their contributions and strengthen the relationship |
3.3 Designing Effective 33 Touch Plans: A Scientific Approach
Creating a successful 33 Touch plan requires careful consideration of your target audience, their needs, and the optimal frequency and type of communication.
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Segmentation: Divide your client database into segments based on demographics, psychographics, transaction history, and referral potential. This allows you to tailor your messaging and touchpoints to resonate with each group. Example: A segment of first-time homebuyers will have different information needs than a segment of experienced investors.
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Touchpoint Optimization: Not all “touches” are created equal. Consider the impact and frequency of each type of communication. A well-balanced plan will include a mix of high-impact (e.g., personal phone calls, handwritten notes) and lower-impact (e.g., newsletters, social media posts) touches. Analysis: You can use A/B testing to determine the effectiveness of different touchpoint types. For example, compare the response rate to a personalized email versus a generic newsletter.
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Value Proposition: Every touch should provide value to the client. This could be informative content, exclusive offers, helpful resources, or simply a friendly check-in. Avoid generic or self-promotional messages. Experiment: Send two different newsletters - one focused on market updates and the other on home maintenance tips. Track which newsletter has a higher open and click-through rate to determine which type of content your clients value more.
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Call to Action: While the primary goal is relationship building, each touch should subtly encourage the client to think of you for future business or referrals. Example: Include a brief reminder in your newsletter about your referral program.
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Tracking and Measurement: It’s crucial to track the effectiveness of your 33 Touch plans. Monitor metrics such as email open rates, website visits, referral rates, and repeat business. Use this data to refine your plans and optimize your communication strategy. Formula:
Return on Investment (ROI) = (Gain from Investment - Cost of Investment) / Cost of Investment. Accurately tracking the costs (time, materials) and gains (new business, referrals) associated with your 33 Touch plans is essential to determining their ROI.
3.4 Examples of Specific 33 Touch Plans
Based on the provided document excerpts, here are two examples of 33 Touch plans:
3.4.1. 33 Touch: Client for Life
This plan is designed for past clients within your Sphere of Influence. Its primary goal is to maintain top-of-mind awareness and encourage referrals.
- 12 Newsletters (monthly) - Providing market updates, home maintenance tips, or neighborhood information.
- 7 Holiday Cards - Sending seasonal greetings and expressing appreciation. Consider including an invitation to a client appreciation event with one of the cards.
- 5 Telephone Calls - Checking in with clients, asking about their needs, and subtly soliciting referrals (“Who do you know who might be interested in buying or selling a home?”).
- 3 “Great Talking to You” Letters - Following up on phone calls to reinforce your message and show appreciation❓ for their time.
- 4 Personal Observance Cards - Sending cards for birthdays, anniversaries, home purchase anniversaries, etc., demonstrating you remember important dates.
- 2 Usable Giveaways - Providing practical items like magnetic calendars or notepad cubes to keep your name visible.
Key Consideration: Every touch should include a quick reminder and instructions on how to give you referral business, clearly highlighting the benefits of working with your team.
3.4.2. 33 Touch: Advocate Appreciation
This plan is specifically for clients who have referred business to you or have committed to doing so in the future. It mirrors the “Client for Life” plan but includes additional items of value to show your appreciation.
- 12 Newsletters (monthly) - As with the “Client for Life” plan, but incorporate items of value within the newsletter, such as a school calendar, New Year calendar, football schedule, or inspirational items.
- 7 Holiday Cards - Expressing gratitude and inviting them to exclusive events.
- 5 Telephone Calls - Thanking them for their referrals and asking about their network.
- 3 “Great Talking to You” Letters - Reinforcing your appreciation and offering assistance.
- 4 Personal Observance Cards - Demonstrating personal attention.
- 2 Usable Giveaways - High-quality gifts that are relevant to their interests.
Key Consideration: The items of value should be carefully chosen to align with the advocate’s interests and preferences, making the touch more impactful and memorable.
3.5 Customizing and Adapting the 33 Touch
The provided “Exercise” encourages groups to customize 33 Touch plans for specific audiences. Here’s a scientific approach to this customization process:
- Audience Analysis: Conduct thorough research to understand the demographics, psychographics, needs, and communication preferences of your target audience.
- Touchpoint Brainstorming: Generate a wide range of potential touchpoints, considering both online and offline channels.
- Value Assessment: Evaluate the perceived value of each touchpoint from the client’s perspective.
- Resource Allocation: Consider the cost (time, money, effort) associated with each touchpoint.
- Plan Development: Design a 33 Touch plan that balances value, frequency, and cost, while aligning with the audience’s preferences and the overall business goals.
- Testing and Optimization: Implement the plan and track its effectiveness. Use data to identify areas for improvement and refine the plan over time.
The 33 Touch system is not a rigid formula, but rather a flexible framework that can be adapted to meet the unique needs of your clients and your business. By understanding the underlying psychological principles and applying a data-driven approach, you can create powerful client lifecycle plans that drive loyalty, referrals, and long-term success.
Chapter Summary
Scientific Summary: The 33 Touch System: Client Lifecycle Plans
This chapter focuses on the “33 Touch System,” a structured communication strategy designed to nurture client relationships and generate referral business. The core concept is that consistent, planned contact with clients❓ throughout their lifecycle (even after a transaction) significantly improves client retention, loyalty, and ultimately, business growth. The chapter presents different 33 Touch plans tailored to specific client segments: “Client for Life” (past clients) and “Advocate appreciation❓” (clients who have referred or pledged to refer business).
Main Scientific Points & Conclusions:
- Relationship Marketing: The 33 Touch System aligns with principles of relationship marketing, emphasizing long-term value creation through personalized interaction and consistent communication rather than solely focusing on transactional gains. It highlights that fostering strong client relationships is a key driver of sustainable success.
- Frequency & Consistency: The system’s namesake, “33 Touches,” implies a critical threshold of contact frequency within a year. This suggests that consistent communication, above a certain level, is necessary to maintain top-of-mind awareness and build strong relationships.
- Segmentation & Personalization: Recognizing the heterogeneity of client bases, the system advocates for tailored communication plans. The Advocate Appreciation plan, which includes “items of value,” acknowledges the principle of reciprocity and aims to strengthen relationships with clients who actively contribute to the business through referrals. This personalization strengthens the relationship between agent and client.
- Referral Generation: A core objective of the 33 Touch System is to stimulate referral business. All “touches” are designed to include reminders and instructions on how clients can provide referrals. This highlights the importance of explicitly prompting clients for referrals, rather than simply assuming they will occur organically.
- Lead Management Integration: The chapter implicitly connects the 33 Touch System to broader lead management strategies. It suggests that leads must be tracked, assigned, and followed up in an organized manner. The source of leads must be tracked to evaluate the effectiveness of different marketing channels. This emphasis on lead management underscores the need for a systematic approach to acquiring, nurturing, and converting leads into clients.
- Importance of adding Value: The chapter notes that items of value can be added to communications as a way to strengthen relationships with clients.
Implications:
- Improved Client Retention: Implementing a 33 Touch System has the potential to significantly improve client retention rates. Regular, meaningful communication keeps the agent top-of-mind and fosters loyalty.
- Increased Referral Business: By consistently prompting clients for referrals, the system can substantially increase the volume of referral business generated. This leads to cost-effective growth, as referrals often have higher conversion rates than other lead sources.
- Enhanced Brand Image: Consistent, high-quality communication reinforces the agent’s brand image and demonstrates a commitment to client satisfaction. This can lead to a stronger❓ reputation and a competitive advantage.
- Data-Driven Optimization: The emphasis on lead tracking enables data-driven optimization of marketing efforts. By analyzing which communication channels and “touches” are most effective, agents can refine their strategies to maximize ROI.
- Scalability Challenges: Implementing and managing a 33 Touch System requires significant organizational effort and a dedicated team. Agents need to develop efficient processes for tracking client interactions and ensuring consistent communication across all channels.
- Customization is Key: The template provided at the end for clients to customize the “33 Touch System” recognizes that customization is key to a plan’s success. Agents must be able to tailor a communication plan to the needs❓ of each client or group of clients.
