If there’s one thing that builds customer loyalty, it’s having a great experience at your business. For your client, nothing beats having their needs fulfilled in a timely and effective manner.
Have you ever heard of the term “experience choreography?” It’s just what it sounds like: choreographing or managing the experience that your client has while interacting with your business. By precisely outlining the entire experience that you’d like your customer to have, you can make that client a loyal—maybe even a lifelong—patron of your services.
The Greeting
Think about the way clients are greeted when they call your business, or arrive in person. Are they greeted in a friendly way? Are their questions answered? Do they feel like a valued customer, or do they feel like just another number in your client list? Put time into choreographing exactly how you would like these initial interactions to go—this might mean additional customer-service training for staff, new-client caller telephone scripts, or even an updated décor around your front desk.
The Information
Consider the information that your business passes along to your clients, whether it’s details about a service, timelines on when services or projects will be completed, or notification of follow-up appointments. Is this information imparted to your client in an easy-to-understand and logical way? Remember: a confused mind says “no.” If your customer doesn’t understand what they’re getting or what they’re paying for, the sale may be lost. Think about the ways information comes across in your email correspondence or even in sales receipts, business newsletters, and informational pamphlets or brochures.
The Service
Of course, your service itself is the ultimate indicator of quality and value to your client. Choreograph excellent service, every time, and you can’t lose! Keep your clients involved in the process as your services are rendered; never allow your customer to be unware of what’s taking place. Hire only the best staff to make sure your services are administered in an exclusive, top-of-the-line way. No matter what type of service you provide, making it as positive and beneficial as possible is a great way to ensure that your clients return again and again. The bottom line: great service equals loyal customers.
If you allow customers to contact your business and utilize your services without any kind of planning in advance, you’re inviting trouble. Streamline and choreograph the entire client experience, and you’re fostering loyalty at every step of the business relationship!
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