Customer service is overrated. Clients expect customer service, but they prefer – and need – something that is entirely different than customer service. Providing customer service is a chore and in the end does not result in business growth or profitability. Bad service will cost you business, your clients will tell others and your competitors will love you, but the secret is not to provide customer service, because clients do NOT want customer service.
They want a Client Experience!
- Client Experience is more than a play on words. Client Experience provides a new paradigm for what happens after the sale:
- Customer service is about what you DO; Client Experience is about what they GET.
- Customer service is about how you feel; Client Experience is about how they feel.
- Customer service is about transactions; Client Experience is about relationships.
- Customer service means they are “satisfied”; Client Experience means they are apostles.
- Customers fire you; Clients never will.
- Customer service is about you; Client Experience is about THEM.
The question is simple:
How would you describe the experience of doing business with you?
More importantly, how would your clients describe the experience of doing business with you? How would you know? Why don’t you just ask them? Send your best clients a letter or email, and ask this question:
“Why do you choose to do business with me?”
Your best customers will tell you exactly what makes you special, and why the relationship works. (If they don’t, you know you need to do some work.) Furthermore, you will see the same phrases pop up repeatedly. If you do not work these phrases into your sales lexicon and collateral sales materials, you will never maximize the value of the brand called you.
For the next thirty days focus on the client experience you create. Involve your best clients and your team. Package and market that experience, and watch your referrals and business grow exponentially.
Good selling!
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