Achieving the Ultimate Client Experience
by Dawn Landry | Aug 11, 2019 | Business Strategy & Development, Client Relationship Advancement
NOTE: This is the third installment of a multi-part series that focuses on the client experience. For the consultant / service provider’s perspective to the client, please refer to the blog posting: https://authentizity.com/dear-clients/ and https://authentizity.com/dear-consultants/.
For this article, I utilize the term “client” and “customer” interchangeably, especially when providing a direct quote from an external source. In my day to day, I personally define “client” more in the B2B space and use “customer” when speaking more of business to consumer purchases.
Much has been written over the past several decades about customer service. From loyalty programs to quantitative and qualitative surveys, the efforts are exhaustive and have become more chatter (and an outlet for complaints) rather than a true and sincere platform to better the client’s experience (CX).
According to the Harvard Business Review’s Know the Difference Between Customer Service and the Client Experience: ‘Client experience is the sum of all client interactions across company touch-points. From the online checkout experience to social media interactions to client service and beyond, every individual experience creates the client experience as a whole… Customer service only includes interactions in which customers seek and/or receive “support.”’
In other words, CX is the all-encompassing culmination of every contact / interface with our brand, whether there was direct employee interaction or not.
Historical successes in pioneering the client experience may be found in the advancements of:
- Southwest Airlines’ Herb Kelleher — https://businessblog.telus.com/post/8734/yourbusiness/3-success-tips-from-herb-kelleher-southwest-airlines;
- Disney’s Walt Disney — https://d23.com/about-walt-disney/; and
- Virgin Group’s Sir Richard Charles Branson — https://blog.happyfox.com/richard-branson/.
So why is this crucial to the success of our business? Because every stage in the CX process affects overall client loyalty and repeat business. B2B Marketing research has shown that “96% of B2B buyers said it (CX) affects whether they buy
from a brand again. The good news is, when you get it right customers will spread the word for you — 83% said they’ll offer a referral. Which is no bad thing when 84% of buyers turn to their peers for advice before making a purchase.” https://www.b2bmarketing.net/en/resources/articles/why-customer-experience-doesnt-just-matter-small-businesses-its-everything .
I have found in my career that it is impossible to do everything right 100% of the time with every client. However, authentic and long-lasting relationship advancement occurs when we take ownership of our responsibility to our clients and provide proactive, transparent guidance and support by our team at all levels. Demonstrated by the leaders mentioned previously, success is achieved when we realize that to achieve the ultimate client experience, we must invest in our employees’ experiences.
These pioneers also understood that for any program to reach maximum optimization, it must be customized to our client service offering through the engagement of our employees — no matter their roles. It must be intentional, actionable and measurable with accountability goals that empower and engage our teams. It must also set a schedule from which we reflect and then celebrate our team’s achievements, no matter how small.
Advancing quality and the ultimate client experience is a marathon, not a sprint. However, it is worth every effort and investment towards the destination. Regarding this topic, Microsoft’s Bill Gates most notably stated that “Your most unhappy customers are your greatest source of learning.”
What are your clients telling you? Tune your ear and truly listen. I’d welcome an opportunity to discuss and learn from you. Please contact me at dlandry@authentizity.com.
