Signature Client Experience – What is it and How to Design Yours?
Every business has a client experience, whether it’s intentionally designed or not. The big difference between premium services and brands compared to mainstream and commodity brands is this: the premium/luxury brands have intentionally designed their client experience, and they rarely deviate from it.
In my work as a growth consultant to brands that want to become seen as category leaders, I see a lot of confusion around what actually makes a premium client experience. And unfortunately – many firms fail to deliver the premium experience that clients want.
Client Experience is the New Brand
In today’s digital age, buyers have more power and influence than ever before. With just a few clicks, they can easily research and compare products and services, read reviews, and make informed purchasing decisions. This means that companies need to focus on providing exceptional client experiences in order to stand out from their competitors and build a strong brand.
A positive client experience can not only lead to repeat business and customer loyalty but can also result in positive word-of-mouth marketing and online reviews. On the other hand, a negative client experience can quickly spread through social media and online review platforms, damaging a company’s reputation and driving away potential clients.
Therefore, it’s crucial for companies to prioritize client experience and invest in the necessary resources and technologies to deliver personalized and seamless experiences across all touchpoints. This includes everything from user-friendly websites and mobile apps to responsive customer service and personalized marketing campaigns. By doing so, companies can build a strong brand that resonates with their clients and drives long-term success.
The 7 Phases of an Impactful Client Experience
I have created a framework for premium/luxury professionals and brands that want to create their signature experiences. It covers the 7 phases of a client experience from initial attraction to sales, onboarding, and further to offboarding and leveraging past clients to attract more business.
A client experience always starts with attracting the right clients to your business. To do this successfully, you need to know how to attract the best clients to your business. This is about choosing the right marketing strategies, tactics, and channels to make sure the right people will find you, become attracted by your message, and become part of your ecosystem.
The inquiry phase starts when a potential client finds you through any of your marketing channels and inquires to get more information about your services/products. To do this successfully, you need to ensure your inquiry process is simple and evident.
The enrollment is the sales phase, during which you decide whether you are going to offer your services/products, and you agree on the scope. This looks different depending on your business model, but the general rule is this: make your clients feel excited about working with you.
Once you have decided on the scope and timeline, you can start to onboard the client into your services/products. This is one of the most critical processes and you cannot mess this up!
This is the phase during which your business delivers the agreed services/products to your client. This is when you deliver your magic.
The offboarding phase is used to close the project delivery. This concludes your project/product delivery.
Often overlooked but highly important phase – you leverage your completed project to get more similar projects, either from the same client, from their acquaintances, or from other potential clients!