Providing an excellent experience to your clients and becoming a WOW business, and not just another faceless business amongst the many others out there clamouring for clients, is what will differentiate you from your competitors.
In order to achieve this though, there are several factors you need to address.
1. Exceeding client expectations is the easiest way to create a memorable experience.
The first thing you need to know when you set out to exceed your clients expectations is…
WHAT ARE THEY!
“Customer experience is… ‘the perception that customers have of their interactions with an organisation.’” Bruce Temkin
It’s the client, not the business, that determines what’s remarkable and what’s not. What’s remarkable for one person is not remarkable for another. You need to base your client experience strategy on the experience you provide to each individual client. Then you can work backwards to create an experience that exceeds those client expectations.
2. Your clients experiences are evaluated on how they perceive them
Every client starts their encounter with your business with a set of predefined expectations. Your job is to determine what they are and then how to exceed them.
The Client Experience is not just about how many times the phone rings before it is answered or your hours of operation. It’s not about the service or product you offer, it is about how you make your client FEEL at every moment of their experience from beginning to end.
“By the year 2020, customer experience will overtake price and product as the key brand differentiator.” Walker
3. The most memorable client experiences are the ones that create an emotional connection with clients
“If you don’t make an emotional connection with customers, then satisfaction is worthless.” Gallup article, “Customer Satisfaction Doesn’t Count,”
Businesses that effectively make this connection consistently outperform their competitors by 26% in gross margin and 85% in sales growth! How much would that add to your profits?
Memorable experiences also develop client advocates, those raving fans who sing praise about your business to friends and colleagues. These are the clients you want more of!
Make sure that every engagement with a client is a personalised experience. It’s an opportunity to build a strong relationship with a client. A relationship that extends beyond expectations is one that will lead to a memorable experience.
4. Learn to read your client’s minds
That should be the ultimate goal of your experience strategy. Your clients want what they want, when they want it and how they want it (preferably without having to ask for it).
Before you deliver a great experience, you have to learn what your clients want most and then design the experience that delivers it best.
It starts with listening.
The process of listening itself shows clients that you care, and you’ll also be able to uncover their needs, challenges, and pain points.
Understanding individual clients’ needs will help create an experience that WOW’s your clients. It’s about connecting with your customer and delivering a little bit above their expectation, and doing it all the time.
“Customers who have a good experience are 3.5x more likely to make additional purchase and 5x more likely to recommend a business.” Temkin Group
5. You must have a business vision for the kind of experience you want to consistently deliver to your clients
How many times have you been into a business and received a different level of service, or experience, depending on which member of staff you engaged with?
How does that make you feel?
You must communicate your vision effectively throughout your business. All your staff need to understand the attitude and behaviours you require of them to deliver a unique experience consistently.
Everyone that is a part of the business is “on stage” whenever they are representing your business. No one can afford to have an off day.
“70% of buying experiences are based on how the customer feels they are being treated.” McKinsey
It’s time to focus on creating memorable experiences for your clients. Are you ready?