We’d all like to believe we have laid out and perfected the client experience for everyone from those who just heard about us for the first time to those who have been doing business with us for years. Unfortunately, this simply isn’t true. Not for any of us.
Where is the experience strong for our clients? Where do we fall down? This is an area of our businesses we should look at regularly. Here are a few pointers to get you started.
1. We must realize we are not our clients. What you or I want does not necessarily reflect what our audiences want. I’ve even had businesses that sold products and services I don’t personally use. That doesn’t matter, and it shouldn’t. It’s the audience’s needs that matter, not mine.
2. Ask our clients how we measure up. A great place to begin our journey to a superior client experience is to ask our clients how we’re doing. How could their experiences with us be even better?
3. Look at our competitors. What are they doing well? Where do they fall short? What opportunities are our because of these realities?
4. Engage the assistance of some trusted advocates. Members of our marketing teams, or other advocates, who our employees don’t know can be assets to us in the form of secret shoppers or similar prospects or clients. Have them test the waters. Ask them to be a little less than model clients and see how employees manage their requests or attitudes. This can be very insightful.
These are just a few ideas. Gather your marketing team or get with some trusted peers from other businesses and explore the ways you can take a look into the experience your clients are having with your company. These insider peeks may be very useful to you in enhancing your clients’ experience.
Here’s to your marketing success!
Bryan Waldon Pope