Think you are in the car, real estate, or insurance business?  Think again.  The primary product any business sells—the one most likely to be rejected or praised publicly—is the experience of interacting with your company.  It is your company’s “client experience.”  Your digital presence, your employees, your systems and processes, and the way you follow up after the sale.

Designing your company’s “ideal client experience” strategically, thoughtfully, and effectively; transforms merely “satisfied clients” into raving fans.  Who can’t stop selling you to other potential clients.  This is especially powerful in this social sharing age.

Questions to ask when designing your ideal client experience:

1.       What promises are you making?

  • What problems does your business commit to solving and are you doing that well?

2.       What key value and benefits is your client receiving?

  • What are the key client benefits?
  • Design the experience to focus on and provide this value at every stage of the client’s contact with your business.

3.       How do you want your clients to feel?

  • At every stage of the client’s experience with your company, how do you want them to feel?  E.g., Significant?  Certain and confident?  Excited?  Relieved?  Cared for?  Hopeful?  Smart?  Financially secure?
    • Create systems, processes, and training to create those feelings.

4.       How do you reward happy clients?

  • Clients who “get” and appreciate the experience you provide are most likely to become your raving fans and public advocates for your business.
  • Find ways to say thank you and reward those who are loyal and appreciative of what you offer.

5.       How do you say welcome and goodbye?

  • The beginning of the new client’s contact with your business is vital to setting the expectations for the entire relationship.
    • Plan the first 90 days carefully and strategically.
  • The delivery, exit, and follow up from your company becomes the most memorable part of the entire experience.  It significantly impacts if the client ever returns or refers others.
    • Plan the delivery and follow up thoughtfully and carefully.

Key Takeaway:

Understand what promises your company is making.  And what value and benefits your clients want to receive.  Then design systems and processes that deliver on those ideals, both in fact and in feelings.