With slower days becoming common, many shops have turned to short-term fixes. Our host Craig O’Neill advocates for a long-term retention strategy that emphasizes relationships.In this episode, Craig breaks things down in three parts.  First he explains how he came to embrace the term “Client Relating Capability,” and the influencers who’s lessons helped him solidify his feelings on this point into more easily articulated thoughts and beliefs.  Next, he introduces the concepts from an old article from 2003 (which is still surprisingly relevant today).  Lastly - this episode introduces the term and breaks down three essential components of Client Relating Capability:

1. Orientation – Creating a business structure that prioritizes meaningful client relationships.
2. Configuration – Designing workflows and incentives that facilitate connection.
3. Use of Information – Utilizing CRM and data wisely to support, not replace, genuine relationships.

Craig highlights common industry pitfalls, including overreliance on technology and CRM tools that often fail without proper leverage. He also addresses the latest trend of AI in client management, exploring its limits and the importance of human connection.Listeners are invited to rethink their relationship-building strategies and consider how to truly cultivate loyalty. Craig emphasizes that technology can support but should never replace the human element in client relationships.This term - Craig hopes, becomes a familiar and foundational principle that will guide many more topics aimed at improving how we communicate as an industry.

• Watch the YouTube Video

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• Email Craig O'Neill: speakup@craigoneill.net
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