When it comes to nurturing relationships with existing clients, one of the biggest challenges agencies and service providers face is knowing how to stay meaningfully connected, beyond just doing good work. You’ve delivered results. You’ve earned their trust. Now what?

If you’ve followed Steps 1 through 3 in our Client Engagement Strategy series, then you’ve already identified your top clients, done the research, and uncovered themes that matter to them. At this point, most people pause and ask, “Now what?”

You’re not alone. Many service providers feel confident in doing great work but aren’t quite sure how to keep that relationship alive once the initial honeymoon phase with a client fades.

This is where insight turns into impact. It’s the moment you move from simply serving clients to deepening the relationship. And that’s where real loyalty is built.

Going Beyond Satisfaction

We all want satisfied clients. But satisfaction doesn’t equal loyalty. A satisfied client might stick around, but a loyal client advocates, refers, and grows with you.

And loyalty is earned through consistent, meaningful engagement. Especially the kind that shows you understand, validate, and care about your client as more than a line item.

If you've ever wondered how to maintain that deeper connection once the initial project wraps or the contract renews, you're in the right place.

Creating Emotional Loyalty

All the research work you completed up to this point gives you the perfect foundation for engagement.

It tells you what they value, what they’re working toward, and what lights them up.

The next step is to craft touchpoints, intentional moments of connection, which make your clients feel seen and appreciated. These could be:

• A thoughtful article that speaks to a challenge they’re navigating.

• A small gift that aligns with a personal value

• A note that acknowledges a professional milestone

Note: The definition of Gift is to give something as a gift.

For us, we define this as anything you give, without expectation, which shows the recipient that you are there to support them and you care. Therefore, gifts can mean anything from giving your resources to a present like gourmet chocolate.

The point isn’t the format, it’s the feeling it creates.

Introducing the Six Strategic Storylines

Here at The Expressory, we’ve learned that engagement rooted in story creates the strongest emotional bonds. That’s why we developed The Expressory’s Six Strategic Storylines ™, a framework for designing thoughtful, relationship-deepening touchpoints.

Each storyline gives purpose and meaning to what you send, making it feel personal and memorable. And the more of them you use at once, the more impact the touchpoint delivers.

Let’s break them down:

Storyline 1 - Relationship Related  

When you think of the theme from your research, do you have any shared tradition around that subject? This can be in your personal life and professional.

Do you have something related to the theme that is typically passed down or around within a group of people? 

Example: “In our office, we celebrate the achievement of x, by giving the team member a copy of this book. In recognition of your accomplishment, we share the same with you in hopes that…”

Storyline 2 - Transition Acknowledgement  

When you think of the theme, does it represent a milestone that the recipient might be working to accomplish? Or maybe they already have.

Does the theme have something that could represent where someone has already been or where they are headed?

Example: “Heard about your move to the new office. What a big step! Congratulations.”

Storyline 3 - Shared Experiences

Is there a way to show you have shared an experience around that theme? 

Or is there a way to give something that shows the theme is an experience you’ll share in the future?

Example: “After that session we both attended, I couldn’t stop thinking about this quote that one of my mentors shared with me. Thought you’d love it too.”

Storyline 4 - Goal Acknowledgement

Is the theme related to a goal you could motivate them to achieve?

Is the theme related to a goal you could celebrate them already achieving?

Example: “You mentioned a big focus on employee wellness this year. This resource might spark some ideas.”

Storyline 5 - DIY Gifting  

Could you find something related to the theme that is created by hand? Doesn’t have to be something you make yourself.  

Could you find something related to the theme that was made specifically for that person?

Example: “This tea blend was created by a small shop I love. Thought it was perfect for your quiet moment Mondays.”

Storyline 6 - Gift Acquisition  

Could you find something related to the theme that has an interesting or memorable story about how you acquired it for them?

Could you give something related to that theme that is entirely unique?

Example: “I found this while traveling and instantly thought of your team’s big goal for this quarter.”

Planning Your Client Touchpoints

Now that you know the storylines, it’s time to use them.

For your existing clients, we recommend designing four intentional touchpoints per year.

Quarterly typically makes the most sense. Each touchpoint should reflect your client’s themes and be a mix of digital and physical outreach.

If possible, make at least one hyper-personalized. Maybe it's a note tied to a recent conversation or a gift that aligns with their personal passion. That one small gesture often becomes the most impactful.

And yes, we get it, this takes time. But the returns are real.

What Loyalty Looks Like

Clients who feel seen stick around. According to our recent Strategic Engagement Index:

• 76% feel more appreciated after receiving a thoughtful gift

• 70% are more likely to refer a vendor that shows they care

• 96% of leaders believe engagement improves profitability

This is the kind of loyalty you can’t buy. It’s earned through care and consistency.

Five Questions to Reflect On

You’ve got the insights. You’ve got the storylines. Now it’s time to get intentional. Before you start designing your client touchpoints, ask yourself these five questions to make sure you’re building a strategy that actually deepens the relationship, not just adds to the noise.

1. Am I making this personal or just checking a box?
   If the touchpoint could go to anyone, it’s probably not meaningful enough. Your client should feel like, “This was made for me.”

2. Does this reflect something they care about and not just what I care about?
   Use the insight you gathered. The story should connect to their goals, values, or passions, not just your offerings.

3. Which storyline does this tie into?
   Refer back to the Six Strategic Storylines. Even one strong connection to a storyline can turn a simple gesture into a memorable moment.

4. How will this make them feel?
   Inspired? Appreciated? Understood? Make sure you’re aiming to spark an emotional reaction that strengthens the relationship.

5. Do I have a plan to follow through consistently?
   One thoughtful gesture is lovely, but a system of ongoing, intentional engagement is what turns clients into long-term loyalists.

If you’re feeling stuck or need help brainstorming, join one of our upcoming Q&A sessions or schedule a one-on-one. We’ll help you build a client engagement plan that keeps your relationships warm, connected, and primed for long-term growth.

Because your best growth strategy isn’t just about adding new clients, it’s about deepening your relationship with the ones who already believe in you.

Step 1 - More Loyalty, Less Hustle

Step 2 - The Research Step That Builds Client Loyalty

Step 3 - Turning Insight into Loyalty