How to Create a VIP Client Management for Local Government
A dedicated procedure for managing high-value ratepayers with personalised service, proactive engagement, and priority access to ensure retention and growth.
Purpose
To deliver an elevated service experience for the organisation most valuable ratepayers, strengthening loyalty, maximising lifetime value, and creating advocates for the council.
Scope
Applies to all ratepayers classified as VIP based on rates revenue contribution, strategic importance, or growth potential, covering day-to-day service, periodic reviews, and issue resolution.
Prerequisites
- VIP ratepayer criteria defined and approved by senior management
- Dedicated account managers assigned to each VIP ratepayer
- VIP service protocols documented and communicated to all relevant staff
- CRM system configured to flag and prioritise VIP ratepayer interactions
Supports Local Government Act compliance, freedom of information requirements, and public accountability standards.
Step-by-Step Procedure
Identify and Classify VIP Ratepayers
Review the community member base against the VIP criteria and maintain an up-to-date VIP ratepayer register.
- 1.1Evaluate ratepayers against rates revenue, strategic value, and growth potential criteria
- 1.2Assign VIP status in the CRM system and flag their accounts accordingly
- 1.3Notify relevant teams of new VIP designations
Assign a Dedicated Account Manager
Appoint a named account manager for each VIP ratepayer who will serve as their primary point of contact and advocate within the organisation.
- 2.1Match each VIP ratepayer with an account manager based on expertise, industry knowledge, and capacity
- 2.2Introduce the account manager to the ratepayer through a personalised communication
- 2.3Provide the account manager with a comprehensive briefing on the ratepayer history, preferences, and goals
- Continuity of the account manager relationship is highly valued by VIP ratepayers
Create the Ratepayer Service Plan
Develop a personalised service plan for each VIP ratepayer outlining communication frequency, service standards, and proactive engagement activities.
- 3.1Define the preferred communication channels and frequency for the ratepayer
- 3.2Document any special requirements, preferences, or sensitivities
- 3.3Schedule regular check-in meetings and quarterly council reviews
- 3.4Set specific service level targets that exceed standard community member thresholds
Conduct Regular Proactive Check-Ins
Contact VIP ratepayers on a regular schedule to assess satisfaction, share relevant updates, and identify opportunities or concerns early.
- 4.1Prepare for each check-in by reviewing the ratepayer recent activity, open tickets, and account health
- 4.2Discuss current satisfaction, upcoming needs, and any concerns
- 4.3Share relevant service updates, industry insights, or exclusive opportunities
Prioritise VIP Issue Resolution
Ensure that any issues raised by VIP ratepayers are handled with priority, with accelerated escalation paths and more frequent communication.
- 5.1Route VIP ratepayer tickets to the priority queue automatically
- 5.2Assign senior or specialist staff to handle VIP issues
- 5.3Provide more frequent status updates to the VIP ratepayer during issue resolution
- Even minor issues for VIP ratepayers should be treated with urgency to reinforce the premium service experience
Conduct Quarterly Council Reviews
Hold structured quarterly reviews with each VIP ratepayer to assess the relationship, review service performance, and plan for future needs.
- 6.1Prepare a presentation covering service performance, account health, and value delivered
- 6.2Discuss the ratepayer strategic objectives and how the council can support them
- 6.3Identify upselling or cross-selling opportunities that align with ratepayer goals
- 6.4Document agreed action items and follow up promptly
Manage VIP Ratepayer Feedback
Actively solicit and act on feedback from VIP ratepayers to demonstrate responsiveness and continuously improve the service experience.
- 7.1Request feedback during check-ins and after any significant interaction
- 7.2Log all feedback in the CRM system and prioritise actionable items
- 7.3Communicate back to the ratepayer when changes are made based on their feedback
Report on VIP Ratepayer Portfolio Health
Compile regular reports on the overall health and performance of the VIP ratepayer portfolio for management review.
- 8.1Summarise key metrics including retention rate, rates revenue growth, satisfaction scores, and open issues
- 8.2Highlight at-risk VIP accounts and proposed retention strategies
- 8.3Present the report to senior management with recommendations
Quality Checkpoints
Common Mistakes to Avoid
Expected Outcomes
Percentage of VIP ratepayers retained over the reporting period compared to the previous period.
Year-over-year rates revenue growth from the VIP ratepayer portfolio, indicating the effectiveness of account development.
Average satisfaction rating from VIP ratepayers, measured through quarterly reviews and dedicated surveys.
Frequently Asked Questions
Can a ratepayer lose VIP status?
Yes. VIP status is reviewed quarterly. If a ratepayer no longer meets the qualifying criteria, a transition plan is developed to move them to standard service while maintaining a positive relationship.
What additional services do VIP ratepayers receive?
VIP ratepayers receive a dedicated account manager, priority issue resolution, proactive check-ins, quarterly council reviews, and early access to new services or services.
How are VIP ratepayers identified and classified?
VIP ratepayers are classified based on criteria set by senior management, typically including annual rates revenue contribution, strategic importance, growth potential, and length of the council relationship.
What happens when a VIP ratepayer account manager changes?
A structured handover process is followed, including a joint introduction meeting with the outgoing and incoming account managers, transfer of all ratepayer documentation, and close monitoring during the transition period.
How often should VIP ratepayers be contacted proactively?
VIP ratepayers should receive proactive check-ins at least monthly, with quarterly council reviews. The exact frequency is documented in each ratepayer individual service plan.
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