Client Management: Minimize Churn While Maximizing Referrals





Future of Work


Have you ever wondered how some businesses seem to not only retain their clients effortlessly but also get showered with referrals? What if we told you that the two are connected, and unlocking the magic formula could send your business success into overdrive?

Top-tier businesses have strategies and tools that help keep their client base loyal and their referral pipeline flowing. 

We’ve spoken with hundreds of agencies, freelancers and other service providers in the last few years, and have now distilled their client management strategies and tools into this guide. 

Whether you're a seasoned professional looking to up your game or just starting and want to get it right from the get-go, this post has got you covered! Reducing churn and boosting referrals are not just goals, but the core of how you should be doing business.

Let's turn your clients into your most powerful marketing tool!

Benefits of implementing white glove client management practices

Client management is the process of maintaining and building relationships with existing clients while also seeking new prospective clients. The strategic approach focuses on understanding, anticipating and responding to the needs of current and potential clients, maximizing satisfaction, loyalty, and profitability in the process.

Delivering only what is expected is not enough to keep clients anymore. Businesses need to differentiate themselves through the experience they provide to their clients. 

A white glove approach to client management requires close attention to detail, a high level of service, and personalized contact points throughout the relationship. 

Here are some of the benefits your business would be able to earn when implementing more strategic client management processes:

  • Client retention: Good client management is a cost-effective solution; it's cheaper to retain a client than to get a new one. Acquiring a new customer can cost you 5 to 25 times more than keeping an existing one. 
  • Referrals: Referrals are the golden ticket for client servicing industries. A referral is free and generates leads that are highly qualified and easy to convert.
  • Upselling on products: Upselling is about deeply understanding a clients' needs and adding new services or products to improve their results.
  • Client reviews: Excellent relationships with clients will organically produce positive reviews, improving the social validation of your business. 

Client management practices adopted by industry-leading service providers 

Let’s take a deep dive into the specific strategies employed by those at the top of their game. 

How do they keep their clients coming back and even have them singing their praises? 

Get ready for some serious insider knowledge that could transform the way you approach client management.

Start on the right foot: configure the correct onboarding flow

Setting up a successful customer relationship begins with a well-planned onboarding flow. The onboarding process sets the tone, expectations, and goals for your future engagements.

"Cultivating deeper client relationships requires more than just business transactions. It starts with understanding your customers on a personal level, not merely as invoice numbers." - Forbes Business Council

As discussed in how to effectively onboard customers – great onboarding is done following 7 steps. 

1. Document client information: Begin by documenting all relevant client information into a spreadsheet or your CRM system. This includes company name, industry type, company scale, and primary contacts.

2. Assemble a dedicated team: Establish a team that can cater to the client's needs effectively and efficiently. This could include roles such as an account manager, project manager, strategist, creative team, SEO specialist…

3. Onboarding questionnaire: A well-crafted questionnaire can provide valuable insights into your client's business, their goals, target audience, and more. This information will help you tailor your services to their specific needs.

4. Prepare accounts: Set up all necessary accounts for your client, including a client portal, project management software tools, communication channels, digital marketing tools, and billing and invoicing systems.

5. Welcome letter: Send a personalized welcome letter to your new client. Express your excitement about the partnership and provide information about the upcoming stages of your collaboration.

6. Kick-off meeting: Organize a meeting with your client to discuss the details of the project, clarify any questions, and ensure everyone is aligned with the goals and expectations.

7. Regular Update Flow: Establish a regular update flow to keep your client informed about the progress of their project. This could be through weekly or monthly reports, regular meetings, or via your chosen communication channel.

By structuring your onboarding process around these seven stages, you'll create a robust foundation for a successful, long-lasting client relationship. Every client is unique, and the onboarding flow should adapt accordingly. 

Dive further into client onboarding with the full guide!

Client management template for onboarding: Free client onboarding checklist with task lists and activities to complete in order to effectively onboard a new client.

Provide in-depth documentation after every client meeting

Client meetings are the lifeblood of successful business relationships.. They offer an opportunity to understand client needs, discuss progress, and strategize for the future. 

However, the effectiveness of these meetings is tied to accurate documentation – a task that can be time-consuming, and prone to human error. 

AI marketing tools can help almost entirely automate the process of note-taking and documentation. Every important detail discussed in the meeting is captured and documented. 

Meeting minutes can be shared with team members and clients alike to assure everyone is on the same wavelength. This makes the client management process much more effective. 

Key benefits of AI automation

  • Efficiency: AI startups transcribe and summarize meetings faster than humans, freeing up time for more meaningful tasks.
  • Accurate Transcription: AI tools can transcribe speech to text with high accuracy, ensuring that all important points from the meeting are recorded.
  • Focus on Participation: Participants can engage better in the meeting discussions knowing that the AI is handling the minutes.
  • Consistency: The meeting minutes format and style stays more consistent when using AI, making it easier for team members to find the information they're looking for.
  • Reduced human error: By automating the process, AI can help reduce errors that can occur in manual note-taking.
client management system for keeping documentation in check: automate meeting minutes with AI tool Bash

How to create automated meeting minutes within seconds

  1. Upload your meeting: You can upload your meeting in text, audio, or video format, or even record the meeting directly from within the app.
  2. Automated transcription and summarization: The AI tool swiftly generates a draft by employing the AI meeting minutes template. It transcribes the meeting, summarizes key points, and clearly defines action items.
  3. Customized output: The draft can then be customized before being generated with configurations tailored to the team's needs—be it tone, author, audience, or language.
  4. Structured and useful document: AI converts conversations into a structured and useful document, summarizing key decisions and delineating action items with responsible parties.
  5. Editing and personalization: The AI editor makes it easy to regenerate sections or add further insights. Teams can manually add other changes if needed before sharing the meeting minutes with the team.

Keep your communication in check with industry best practices

Understanding the nuances of communication is a vital aspect of client management. It's not just about transmitting information; it's about building a relationship based on trust and mutual understanding. 

Get more out of conversations by following these best practices for communicating with clients:

Active listening: This goes beyond simply hearing what your client is saying. Active listening involves fully engaging with the client, understanding the underlying messages or emotions they are conveying, and providing insightful feedback. Get to know the client better and enrich your partnership through honesty, collaboration, and mutual understanding.

Client-centric conversations: You’re communicating to understand and meet the needs of the client. Instead of focusing on your products, services, or achievements, steer the conversation towards the client's needs, concerns, and goals. Ask open-ended questions and listen more than you speak. 

Respect your client's time: Everyone's time is precious, and demonstrating respect for your client's time can significantly enhance your relationship with them. Cancel a meeting when it’s not needed, be punctual and respond timely to emails, calls, or messages. Stay on topic during conversations and set clear expectations about timelines for deliverables.

Set boundaries: Manage your client's expectations about your availability hours, response times, and scope of work. Setting boundaries not only prevents burnout and a toxic work culture but also ensures a professional relationship focused on the agreed-upon services and outcomes.

Mastering the art of client communication is a continuous process that requires practice and patience. Improve your communication, leading to stronger client relationships and business success. Read all about it in this dedicated article!

Top client management systems that help nurture great relationships

In the following section, we'll explore some of the top client management systems available today, discussing their features and how they can help you nurture great client relationships. 

Whether you're a small start-up or a large corporation, you'll likely find client management tools that suit your needs among these top picks.

The best best client management software for communication and collaboration


client management system for communication and collaboration preview Rock: app interface with chat and task management in one single workspace

Rock is an all-in-one client management software or communication and collaboration that can be a game-changer for your processes. From streamlining communication to integrating your favorite tools, Rock offers numerous features to enhance efficiency and productivity. 

Here's why Rock is the best client management software currently available or collaboration:

  • Messaging and tasks in one space: Centralize your communications and task management in a single platform, offering a consolidated view of each client's projects and interactions.
  • Integration with other apps: Connect your favorite tools and applications directly with Rock, ensuring seamless workflows and easy access to all necessary information.
  • Work with anyone: Easily add other companies, agencies, or freelancers to a workspace, providing comprehensive access to the necessary resources for successful collaboration.
  • Start working together within seconds: Use the Quick Connect feature to speed up the onboarding process and initiate collaboration immediately.
  • One dashboard for all your projects: Manage all your client projects from a single dashboard, offering an organized, comprehensive overview of ongoing tasks and progress.
  • Unlimited plan: Benefit from the Unlimited Plan which provides unlimited members, projects, tasks, and advanced functionality at a flat price. Scale without breaking the bank and regain control over your software spending.


client management system Loom homepage screenshot

Loom is a client management software that offers a free screen recorder to capture and share video messages quickly and in an interactive way. This can be an effective way to enhance your client communication and management strategies. 

Here are some of the main benefits of Loom as a client management app: 

  • Personalized communication: Record video messages that explain concepts, demonstrate how to use a product, or answer questions. This is often more engaging than written communication.
  • Time efficient: Record messages at your convenience, and clients can watch them at theirs. Save time for both parties, especially when dealing with different time zones or busy schedules.
  • Interactive videos: Add tasks, call-to-actions (CTAs), comments, and emojis to your video. This can encourage clients to engage with your content and respond.


client management app Notion homepage screenshot

Notion is a versatile tool that combines note-taking, task management, databases, and more into a single platform. Its flexibility and customization options make it a thoughtful choice for managing client relationships. 

Here's how you can use Notion for client management:

  1. Databases: Create a database for all your clients, including fields for contact information, project status, notes, and any other details you need. You can then view this data as a table, kanban board, calendar, or list, depending on your needs.
  2. Client portals: Create a dedicated page for each client that serves as a portal for all relevant information. This could include project plans, meeting minutes, deliverables, and more.
  3. Templates: Notion provides templates for a variety of use-cases, or you can create your own. For example, you could create a template for client onboarding that includes all the necessary steps and information fields.

Client tracking software through a CRM 


Client tracking software Hubspot homepage screenshot

HubSpot is a comprehensive client tracking software offering various tools for managing, nurturing, and understanding clients. The platform consists of different hubs: Marketing Hub, Sales Hub, Service Hub, and CMS Hub, all built around the free CRM (Customer Relationship Management) system.

Here's how you can use HubSpot for client management:

  1. Customer Relationship Management (CRM): HubSpot's free CRM is the backbone of the platform, storing all your contacts, companies, and deals. The CRM helps you manage and analyze customer interactions and data throughout the customer lifecycle.
  2. Service Hub: The HubSpot Service Hub is designed to help you manage and enhance your customer service. It includes ticketing systems to track customer issues, customer feedback tools, knowledge base features to create help articles, and customer service automation and reporting.
  3. Marketing Hub: The Marketing Hub provides tools for attracting new clients and nurturing existing ones. Features include email marketing, SEO tools, content creation tools, lead management, marketing automation, analytics, and more.
  4. Reporting and analytics: HubSpot provides robust reporting across all its hubs. You can create custom dashboards and reports to track performance and gain insights into your customers' behavior.
  5. Integrations: HubSpot integrates with over 500 other tools, including major email providers, social media platforms, CMS systems, and more. These integrations mean you can keep all your client communications and interactions in one place.


Client management app salesforce homepage screenshot

Salesforce is a powerful and extensively customizable client tracking system that provides a variety of features that can help servicing clients

Here are some ways you can use Salesforce for client management:

  1. Service Cloud: Provide excellent customer service from anywhere. The service cloud includes features for case management, service contracts, knowledge base, and more. It allows you to track and solve customer issues efficiently.
  2. Community Cloud (Experience Cloud): Build communities for your customers. These communities can provide self-service support resources and a space for customers to connect with each other.
  3. Analytics Cloud: Combine data from different parts of your business and get insights using AI and machine learning.Understand your customers better and make more informed decisions.


Client management software Airtable preview of homepage

Airtable is a versatile and customizable tool that combines the simplicity of a spreadsheet with the structured organization of a database. The client management software is designed for collaborative work and offers a range of features.

Here's why some argue Airtable is the best client management app for tracking:

  1. Client database: You can use Airtable to create a comprehensive database of all your clients, complete with fields for contact information, project details, notes, and any other information you need. You can easily sort and filter this information to find what you need.
  2. Project tracking: Airtable allows you to create a visual timeline of your projects, making it easy to see what's coming up and what's overdue. You can also use it to track project budgets and resources.
  3. Automation: Airtable offers automation features that can help streamline your client management. For example, you can set up an automation to send an email to a client when a task is completed.

Best client management system for file storage

Storing files properly is critical for security, efficiency, and legal reasons. Rock integrates many file storage solutions. Integrate your preferred cloud storage providers in the Files mini-app and attach documents to tasks, notes, and topics.

Google Drive

best client management software for file storage Google Drive

Google Drive is a cloud-based storage platform that allows you to store, share, and collaborate on files. Although it's not a dedicated client management system, it can be used in conjunction with other Google tools to manage clients effectively. 

Here are some ways you can use Google Drive for client management:

  1. Document storage: Store all documents related to each client in Google Drive, such as contracts, project plans, proposals, invoices, and so on. Organize files in dedicated folders for each client, making it easy to find and access them when needed.
  2. Collaboration: Collaborate on files in real-time. This can be particularly useful for working on documents like proposals or reports with your team. Changes are saved automatically and can be tracked per user.
  3. Version control: Track of all changes made to a document and revert to previous versions. This can be useful if mistakes are made or if you simply want to see the progression of a document over time.


best app for client management file storage dropbox homescreen screenshot

Dropbox is a cloud-based storage platform that allows you to store, share, and collaborate on files. While it's primarily a file storage and sharing service, you can use it as a client management system by leveraging its features to help manage client-related documents and collaboration.

Here's Dropbox how can help with client management workflows:

  1. File sharing: Dropbox allows you to share files or folders with your clients via shareable links. You can control whether the recipient can view or edit the files. This is particularly helpful when you need to share large files that can't be sent via email.
  2. Integration with other applications: Dropbox integrates with many popular applications like Slack, Zoom, Trello, and more.
  3. Access anywhere: As a cloud-based platform, Dropbox allows you to access your files from anywhere, on any device, as long as you have an internet connection. This is useful if you need to access client files while on the go.

Understanding the Foundations

Discover everything you need to know about bringing your client management to the next level. From nailing the onboarding process to elevating your communication game – our FAQs cover any burning questions you might have regarding client management

1. What is white glove client management?

White glove client management is a high-touch, detail-oriented approach to client relations, prioritizing personalized service and comprehensive attention throughout the client's journey.

2. Why is good client management considered cost-effective?

Retaining and satisfying existing clients is more cost-effective than investing resources in acquiring new ones.

3. How can effective client management generate referrals?

Happy clients are more likely to refer others, leading to qualified leads at no extra cost.

Onboarding and Meeting Documentation

1. What's the importance of a structured onboarding process?

A structured onboarding process sets the tone for the business relationship, outlines mutual expectations, and establishes a pathway for effective communication and service delivery.

2. How can AI help in documenting client meetings?

AI tools can transcribe and summarize meetings, providing consistent, accurate records while allowing participants to focus on the discussion.

3. Why should I summarize every client meeting?

Summarizing client meetings ensures all participants are clear on decisions made and action items, and it serves as a reference point for future engagements.

Communication Protocols

1. What is the key to successful client communication?

Active listening, focusing on client-centric conversations, respecting time, and setting clear boundaries are essential elements.

2. How do you ensure communication respects the client’s time?

Be punctual, concise, and goal-oriented in interactions, and promptly address the client's queries and concerns.

Client Management Systems and Tools

1. What features should I look for in client management software?

Look for tools that offer task and communication consolidation, seamless integrations, accessibility, customization, and comprehensive tracking.

2. How can Google Drive aid in client management?

It offers cloud-based document storage and collaboration, allowing for real-time editing, version tracking, and easy sharing.

3. Why is Dropbox considered useful for client workflows?

Your documents are accessible from anywhere, and it integrates with multiple applications for streamlined operations.

Strategic Best Practices

1. How do continuous improvements in communication benefit client relationships?

It fosters trust, reduces misunderstandings, helps in aligning goals, and strengthens overall rapport for enduring alliances.

2. Can Rock streamline client communication and collaboration?

Yes, Rock centralizes messaging, tasks, notes, files, and meetings – enhancing coordination and simplifying client management.

Best Practices and White-Glove Experience

What is a white-glove experience in the context of client services?

It’s an exclusive, tailored service experience that exceeds usual standards, offering clients unmatched attention and care.

How do you create a white-glove experience using Rock?

With its all-in-one platform for communication and collaboration, Rock empowers you to offer personalized, efficient service that caters to all client needs.

Troubleshooting Common Client Management Issues

1. What should I do if a client is dissatisfied with the service?

Immediately address their concerns by listening, finding a resolution, and taking steps to prevent future issues.

2. How do I handle communication barriers with clients?

Clarify any misunderstanding by revisiting the issue, using simple language, and confirming understanding through feedback.

3. Documentation is taking up too much time. How can I improve this process?

Implement AI marketing tools for automated transcription and summarization or streamline the process with templates and standard procedures.

4. What if a client is not responsive to my communications?

Try different communication channels, check for any misunderstandings about availability, and verify if they are facing any issues that might be affecting their responsiveness.

5. How do I recover a client relationship after a mistake on our end?

Own up to the mistake, apologize sincerely, offer a solution or compensation, and highlight measures taken to prevent repetition.

6. Files have been accidentally deleted from online storage, what can I do?

Most platforms have a version history or a deleted files section where you can recover lost documents. If unavailable, contact support for further assistance.

Create a true white-glove experience with Rock

Rock allows you to truly provide a white-glove experience to your clients. Leverage all-in-one communication and collaboration with internal activities and client communications on the same platform.

No more multiple subscriptions, no more switching between platforms. Just one tool. With Rock, you can start concentrating on getting the work done. Find why Rock is the best app for client management for hundreds of agencies, freelancers and other service providers. 

Improve your client management with Rock, sign up for free today.

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