Create An Exciting Brand Experience
Service based businesses have a special advantage – we get our clients to experience something in a way that products can’t. One of the gifts that I’ve relied on most for the person that has everything is an experience. Whereas, for material possessions once you have an item you don’t need another, when it comes to experiences. things that make you feel good and have special memories, you can’t get enough. There is no cap on the spa experience, special vacation or laughter-filled dinner with friends.
I don’t provide “those types” of services in my business but this made me think… what experience can I create for my clients? It’s a matter of constant reflection, and each time one of my clients commends me for something I’ve done, I make note of it the same way I do when a client makes an observation about something that needs improvement. My constant task is to create an experience and service that outweighs the investment they’re making. It’s not always easy, but it’s always worth it!
To create winning experiences you have to see things from both sides of the lens. In my business, half of my clients are local and the other are across state and country borders. To deliver a winning experience I have to have great communication and get a bit creative. Here are a few things that help me to do it:
1) Break the rules. My typical office hours are Monday – Friday, 10am-6pm, but if one of my clients has a deadline, needs help, or simply can’t speak or meet during those hours I do all I can to accommodate them. When they are local I’ll set aside some time to chat with them or, on occasion, meet with them, on the weekend. When they aren’t we’ll arrange a time to chat by phone or video after hours. It’s definitely a stand-out experience for them.
2) Create Something Special. It may seem challenging to create something special and unique for each and every client when you’re not in a design-centered or art-centered business but looking from the other side of the lens it’s actually quite easy. Creating something special could be: a) sending a special greeting card tailored for them, b) making a special video welcoming your new client to the community or c) Finding out your client’s preferences and tailoring your communication and experience to that preference.
3) Fight For Consistency. Successful experiences are the result of us relying on the process over and over and over again. Whether it’s the spa, the doctor’s office or a meeting with our clients the consistency brands their mind with a winning experience that lasts. Eventually a rhythm is developed and sometimes we relax more than we should and break the momentum. One thing that helps me (and that I implement more and more) is checklists. Checklists help you to make sure no stone is left unturned and that your highest level of service is delivered seamlessly over and over again.
Exciting brand experiences build loyalty for years to come. Your assignment this week is to take a look at your current client processes and see what you can edit and adjust to make sure you’re delivering a winning experience at every encounter.