The client experience is similar to having a dinner party. Are you trying to impress your guests, or are you focused on making them feel welcome and at ease? Are you trying to impress your clients, or are you focused on delivering value to address their needs?
Many Client Experience problems can be attributed to the overemphasis on attention. This is driven by social media.
Whether it’s a conglomerate or a personal brand, content and experiences are designed to be provocative and shareable. It centers the brand, instead of the client.
When your strategy is driven by creating attention, you lose your identity and clients chasing moments. Attention is temporary.
- How do you show that you’re interested in your clients beyond the transaction?
- How do you discover their desires, needs, and wants?
- How do you show that you’re actively listening to them, instead of just nodding your head?
- Do you hear what they’re not telling you? Can you read between the lines or anticipate need?
- How do you respond to criticism and feedback? Are you able to pull out what is relevant?
The companies that excel choose connection and, as a result, get attention too.