The Heart of the Matter: Why Client Experience Can’t Be Cloned
Client experience is more than just good service; it’s the sum of every interaction a client has with your business. It’s how they feel, what they remember, and ultimately, whether they choose to stay. In today’s competitive landscape, a standout client experience isn’t just a nice-to-have, it’s a non-negotiable. Research from PwC shows that 86% of buyers are willing to pay more for a great customer experience.
But here’s the kicker: you can’t simply copy what the business next door is doing.
Why? Because exceptional client experience is deeply personal. It’s not a generic template you can download; it’s intrinsic to your unique values, your brand, and ultimately, how you do your work and build relationships. When your values genuinely align with your actions, clients feel it. They don’t just see a transaction; they see a trusted partner.
Let’s look at some brilliant examples from our network who truly embody this philosophy.
Specialist Risk Group: Proactive Partnerships
Our insurance partner, Specialist Risk Group (SRG), exemplifies how putting client values at the core translates into outstanding experience. We often refer clients to them because their approach mirrors our own: they’re proactive, go the extra mile, are incredibly responsive, and excel at explaining complex matters in plain English.
What truly sets them apart, and what we genuinely love, is their commitment to keeping us in the loop. When we refer a client, SRG provides thoughtful updates on the progress. For example, a recent email read: “Just wanted to give you a quick update on [Client Name]. We had a great chat with them today and they’re really happy with the proposed solution. We’ll be sending over the full details tomorrow. Thanks again for the referral!”
This seemingly small gesture speaks volumes. It’s a proactive step that demonstrates respect for the relationship, reinforces trust, and reassures us that our referred clients are in excellent hands. It’s not just about closing a deal; it’s about nurturing a network through transparency and consistent communication, a practice that, according to Salesforce, can increase customer retention by up to 5%.
Gen-Z Football: Championing Core Values
Andy and the team at Gen-Z Football set out to disrupt the traditional football agency world, and disrupt it they have. Their purpose is clear: “to provide world-class player care to our clients.” They achieve this through strategic career management, leveraging industry-leading data analytics, and specialising in working with elite players, clubs, and brands.
What resonates deeply with us is how Gen-Z’s client experience translates into everything they do, particularly their unwavering commitment to championing females in football. This isn’t a fleeting trend for them; it’s a consistent, deeply ingrained value.
You see it in their recent posts and initiatives: dedicated content highlighting the achievements of female players, partnerships supporting women’s leagues, and actively promoting inclusivity within the sport. This isn’t just marketing; it’s a living, breathing embodiment of their values. For clients, especially female players, this translates into an experience where they feel genuinely seen, supported, and represented by an agency that truly believes in their potential. This authenticity builds profound loyalty, as 88% of consumers say authenticity is important when deciding what brands, they like and support (Stackla).
Future Dreams: Empathetic Support in Life-Changing Moments
Future Dreams offers vital in-person and online support for those affected by breast cancer, alongside funding research and promoting awareness. As you can imagine, individuals seeking their support are navigating an incredibly challenging and life-changing experience.
Future Dreams has meticulously crafted their client experience by constantly putting themselves in their clients’ shoes with every single interaction. They understand the emotional weight their clients carry. This deep empathy is evident even in the structure of their content and workshops. They recently undertook a significant overhaul, allowing individuals to select the specific level of support they need based on their breast cancer journey. This means clients are only shown relevant information, making a potentially overwhelming situation slightly more manageable.
This thoughtful approach—reducing cognitive load and tailoring information to individual needs during a vulnerable time—is a testament to true client-centricity. It highlights that sometimes, the best client experience is about making things simpler, clearer, and less daunting, demonstrating genuine care and understanding. This level of empathy can significantly boost client satisfaction and trust, leading to stronger, more resilient relationships.
Your Client Experience Checklist: Putting Yourself in Their Shoes
Inspired by these examples, here’s a checklist to help you reflect on your own client experience and how truly personal it is:
- Define Your Core Values: What does your business truly stand for? What unique promise do you make to your clients?
- Audit Your Touchpoints: Map out every single point where a client interacts with your business, from initial enquiry to post-service follow-up. This includes your website, emails, social media, invoices, physical premises, and staff interactions.
- Consistency is Key: Is your brand message, tone, and visual identity consistent across all these touchpoints? Any inconsistencies can create friction or confusion.
- Walk in Their Shoes: For each touchpoint, genuinely ask: What is the client feeling at this moment? What are their concerns? What information do they need? How can we make this easier, clearer, or more pleasant for them?
- Internal Alignment: Do your team members fully understand your brand’s values and client experience philosophy? Are they equipped and empowered to deliver on it? How effectively do internal teams communicate about client needs?
- Proactive vs. Reactive: Where can you anticipate client needs and provide information or support before they have to ask?
- Plain English Principle: Are your communications clear, concise, and jargon-free? Can clients easily understand what you’re telling them?
- Feedback Loop: How do you actively collect client feedback? More importantly, how do you act on it and communicate those changes back to clients?
- Measure What Matters: While not always easy, consider metrics like client satisfaction scores (CSAT), Net Promoter Score (NPS), or client retention rates to track your progress.
- Authenticity Wins: Are you genuinely living your values in every client interaction? Clients can spot a façade a mile away.
Client experience isn’t about grand gestures alone; it’s about the accumulation of consistent, thoughtful, and authentic interactions that reflect your true business identity. By aligning your values with every aspect of your client’s journey, you won’t just satisfy them – you’ll create loyal advocates.
What aspects of client experience do you find most impactful in your own business?
