Create the perfect client experience

“But if you map out your clients’ journey through your practice, you stand a good chance of creating a perfect experience, especially if you get their buy-in on the expectations you set,” says Nadira Lawrence-Selan, marketing and communications consultant with Hathleigh Consulting in Woodbridge, Ont.

“If you match or exceed their expectations,” she adds, “you will be standing tall among them.”

Here are some ways to create a perfect experience for your clients:

> Map out the journey
Describe the full client experience from beginning to end. This requires a complete assessment of what you deliver, in combination with an understanding of what clients expect from you, Lawrence-Selan says.

You must be able to put yourself in your clients’ shoes and define what the client experience should look like and feel like. Also, define the way you would want them to describe their experience to their family members and friends — the people they might end up referring you to.

“Don’t just have the journey in your head,” Lawrence-Selan says. “Map it out in writing so that you can follow it and make it repeatable.”

> Establish touchpoints
Think about the ways you connect with your clients and try to make each connection pleasant and memorable, Lawrence-Selan says,

Most advisors do not pay sufficient attention to making the most of the client experience at each touchpoint — whether that is a face-to-face meeting, a website, a newsletter, a phone call or a client event. Even the images and creative designs you use can add value to the client experience and enhance your brand.

> Manage expectations
Client expectations vary. Some want more and some want less. You need to gain a good understanding of what your clients expect from you, and you should make sure they understand what you will be providing to them.

“You might not be able to please everyone,” Lawrence-Selan says. “But make sure you don’t overpromise.”

Sometimes, little things you do, like remembering the birthdays of clients and their children or sending them an unexpected token of appreciation can go miles in improving their experience, she says. “People tell their friends about unexpected surprises.”

> Maintain confidence and trust
“The ability for anyone to trust you and have confidence in you is in itself the hallmark of a positive experience,” Lawrence-Selan says. The first step in maintaining clients’ trust is by always being straightforward and transparent and delivering on your promises.

Never put your reputation at risk, says Lawrence-Selan: “You want your clients to be able to say that they have the confidence and trust that you would do the right thing.”