7 Tried-and-True Tips For Creating The Ultimate Client Experience
Posted on October 17 2017
It’s generally agreed upon that it’s much easier to keep an existing client than to acquire a new one, but did you know it’s also cheaper? Depending on which industry you’re in, acquiring a new customer can cost anywhere from 5 to 25 times more than retaining an existing one! Shocking, right?
So the big question is, how do you keep existing clients? The answer is surprisingly easy. You create the ultimate client experience.
There’s a lot in it for you as well as for them. According to research by Frederick Reichheld of Bain & Company, building loyal relationships with clients and key stakeholders can translate into considerable cost savings across a wide range of businesses. That’s because return customers tend to buy more from a company over time while your operating costs to serve them decrease.
Plus, clients who leave meetings with you feeling impressed are far more likely to refer your business to others, and giving them a great client experience is therefore a smart marketing move as well as a way of reinforcing that they matter to you.
There are many methods for improving the customer experience, and if you want to enjoy business success, you must keep your eye on the prize. Every time your company delivers on a client’s needs, your own career will benefit – and when you consider that 70% of clients who leave a business cite poor service as being the reason, there’s an obvious need to stand out from the crowd.
Wondering where to start? Here are seven essential tips for creating the ultimate client experience.
1. Set clear expectations from the start
This can only be achieved through communicating clearly with your customers. Let them know what you can and cannot do for them in plain, professional language. Do not go overboard with promises or trying to please them. The key is to underpromise and overdeliver!
If you don’t have the solution or product they require, let them know instead of taking their money and then failing to deliver as expected! Make sure you clearly communicate your business’s terms and conditions, and tell them how you tend to approach projects. This will set your relationship off on the right foot from the beginning.
2. Be available when they need your services
There is nothing that annoys clients more than not getting what they want when they want it – or not being able to get hold of someone on the phone or via email. Be sure to tell your clients what hours you are available and try to be as on-call as humanly possible.
Obviously, you can’t be available 24/7, but try to go the extra mile when it comes to returning their calls or responding to their email queries – if they have complaints or urgent issues, just knowing you’re contactable will help them feel better. On that note, if you promise to get back to someone ‘shortly’, make sure you do it!
3. Show a bit of emotional empathy
New clients have a problem they want you to solve. This means they will want you to know all the details of their situation and most likely think that it’s completely unique. Even if you know that theirs is a common set of circumstances, try to empathise with their pain points and show them you care.
Treat the minor details as major elements and convey a genuine concern for the way their situation has made them feel. Try to put yourself in their shoes, and conscientiously listen and strive to understand their frustrations.
4. Make them feel like the only one
Everyone wants to feel special and your clients are no exception. Get to know them as individuals as well as you possibly can. Refer to them by name, exhibit warmth in your body language, and make considerate suggestions. Genuinely try to help them find the best solution for their unique situation, and if they want to talk pros and cons, do this gladly. Chances are, they will come back to you the next time they need objective advice.
Aim to make your service exceed their expectations rather than simply ticking them off a list. Ask yourself before ending each meeting or consultation, were they satisfied? Is there anything else you can do for them on this occasion?
5. Check in with them to say ‘hi’
Take the opportunity to give your clients an occasional call, text or email just to see how they are faring. Psychologists do this all the time and you are also a paid problem-solver. If you haven’t seen them in a while, feel free to call just to say g’day and ask how your product or solution is working out for them. By keeping the lines of communication open, your clients will feel more comfortable calling you when they have a new need you can meet.
It also means they won’t forget you or your business quickly. People value niceness and considerate gestures – don’t ever forget it! If you have upcoming events or product launches you think they might be interested in, invite them along or offer them a special promotional discount. You could even send out free samples of your new products or a Christmas card.
6. Regularly report on the progress you are making together
This is particularly important when you are offering services or in the instance that a client doesn’t 100% understand the products they have purchased from you.
Sending out a periodic brief or email summary of the progress without being asked also keeps the client confident of your abilities and trustworthiness. In today’s digital world, phone calls and emails play a near-constant role in most people’s lives, so don’t overdo it but do consider SMS as a viable channel for effective communication.
7. Send them a gift of appreciation
Corporate hampers are the perfect way to show appreciation to your clients. A well-timed hamper when they have a special occasion or when you have hit a business milestone together is incredibly powerful. You can also send them end-of-year gifts or birthday cards.
We have a lot of beautiful hampers that will help strengthen your relationships with clients and reflect positively on your brand or business. Whether it’s an elegant sparkling wine, cheeseboard and candle set or a Melbourne-themed hamper to give them a taste of the ‘cultural and sporting capital’ of Australia, we can help keep your business booming and your clients in high spirits.
Clients are the lifeblood of any business in any industry, and happy customers will always enjoy coming back to you. If you want to stay competitive, create the ultimate client experience by following some (or all!) of the tips above and proving why clients should stick with you and not your competitors.