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THE ULTIMATE CLIENT EXPERIENCE
Every year at Christmas I try to convince my kids to bypass all the presents and use the money to go towards a trip or an experience. It’s typically dependent on their age or what expensive new Apple gadget they have been dying to get. I like to test my kids by asking them to tell me to remind me what they received last year as gifts or the year before, more often than not they have already forgotten. However, if I ask them to tell me about their favorite vacation or adventure they can go on and on. My goal is to create an unforgettable experience for my kids and your goals should be the same. If you want to become memorable, in your business, you need to create the ultimate client experience.
This is similar to our client experience. They might forget about the product or service, but they will remember how you made them feel and how they felt. When we create a great client experience people will talk, and we all know this the best marketing tool EVER!
WHAT IS A CLIENT EXPERIENCE?
Your client experience begins as soon as someone has that initial first impression of you. It begins before they are even clients. A client experience is how you make potential clients and clients feel. This feeling might start when they following you in Instagram, but can last long after the project has finished.
FIRST IMPRESSIONS
Think about how you want your ideal clients to feel and use this when setting the tone and messaging on your website and your social media. You only get once chance for a first impression, so make sure it’s well thought through.
When it comes to your website, this is typically the first step in the process. Design your website to attract your ideal client, but ensure that your copy speaks to them and they feel a connection. You want your ideal client to feel like you are talking directly to them. Think of your website as a first date and your social media as your second and third date when you really get to know a person. Make sure your brand is cohesive and reflects your brand.
NEXT STEPS
When your ideal client has resonated with your website and/or social media the next step is to get in touch to inquire about how they can work with you. You want to make sure it is clear and obvious as to what the next step is. If you offer more than one service or product let them know of the various ways they can work with you. If you have a contact page try to avoid using terms like contact me, but instead tell them exactly what the next step is. For example, you could say schedule a consult with me, get my price list, or apply to work with me. You need to maximize your time and you don’t want to waste time on a consult or answering emails if they are not serious about working with you.
Once a client has reached out to you whether it is through a scheduling app or an email make sure to respond immediately letting them know you received their email and you will get back to them within a specific amount of time. If too much time passes your potential client might feel put off.
If you find yourself typing the same email over and over again, use a template that you can customize. Even better and this is what I would highly recommend setting up an automation to ensure your potential client get’s an immediate response.
BOOKING PROCESS
You booked a client. You have officially taken your client to the next level in your relationships. Like any good, healthy relationships communication is key. You want to make this part as easy for your client as possible. You want to walk them step-by-step through the process ensuring they know exactly what they are doing every step of the way. Don’t overwhelm them with too much information upfront, consider sending several smaller emails using bullet points or a checklist. The key here is to keep things moving quickly whilst keeping your client informed at each stage of the process.
If your clients have to sign a contract consider using a program that allows a digital signature such as HelloSign or Adobe Sign. There are a lot of different project management systems available that will send the contracts and do the invoicing for you.
AFTER THEY HAVE BOOKED
They’ve signed on the dotted line and paid their deposit. Depending on what service you offer, there might now be a wait between booking and the project starting. You want to make sure your client feels loved during this period also. This is a time to set yourself apart from your competition and dazzle them with the details.
Here are a few ideas:
- A welcome packet with any materials they might need. Use colored envelopes garnished with stickers or Wasi tape.
- Starbucks Giftcard
- Favorite book
- Coupons
- Notebooks or pens with your branding on it
- Hand written thank you card
- Helpful tips or guides
If there is a wait period before you start working together make sure to contact them 1-2 times in between to keep them excited and engaged with the process.
DURING THE PROCESS
Depending on the duration of the process make sure that you are keeping your clients informed of what to expect or what is coming next. Send reminders, instructions and continually excitement about working with them. Stick to all deadlines and if possible, exceed them, under promise and over commit.
AFTER THE PROJECT HAS FINISHED
When you are finished with the project consider sending another gift or thank card. There is no such thing as showing too much appreciation. Think of ways you can extend the client experience after you have finished working with your clients. You want to remain memorable so they will want to work with you again or recommend you to others.
Here are a few ideas:
- Send a Christmas Card or gift
- Follow them on social media and support them
- Send Birthday Cards
- Checkin with them once or twice a year
- Offer a VIP product or service
- Offer a return client discount
Consider ways you can you keep in touch with them and make them feel like your relationship didn’t just end as soon as the final invoice was paid.
Creating an unforgettable client experience isn’t all about gifting. Yes it’s nice to spoil your clients with a little gift from time to time but if you aren’t at the stage where you can afford to do this, then there are other ways to ensure an unforgettable client experience. You want to make sure your clients feel seen, heard and understood. When you connect with your clients and make them appreciated that creates the ultimate client experience.
