A central element of any successful business is a memorable and consistent customer experience. If you’re not selling well or getting much repeat business, it could be that your customer experience isn’t consistent.
Creating a consistent experience for your customers at all stages of the relationship—from before they become a customer all the way until they complete with you–is a key differentiator in a noisy business world. Think about the businesses you trust time and again. Do they deliver a consistently positive experience for you? Probably. Because businesses that do this well tend to thrive and have long term customer relationships.
In the simplest terms, your customer experience is about what you stand for on behalf of your clients. And whether or not you consistently strive to deliver that. After all, customers won’t stick around based on the promises you make. But the promises you keep and are able to deliver on will make all the difference.
So take a moment right now and think about what you want your customers to experience when they come in contact with your business.
What words describe how you want them to feel?
Different customers want—and will invest in—different experiences. So it’s important to go deeper than just demographics or standard ‘niche’ definitions when thinking about serving your ideal customers. You want to get crystal clear about the core experience you offer and they value. And realize that you don’t have to be (nor can you be) all things to all people.
What do you think YOUR ideal customers want to experience when they do business with you? Here are four common customer types and the experiences they seek:
- TRUST: Some customers want to feel safe, seen and supported. They seek validation, connection and customization. It’s important to them that you ‘get them’. If you do work that requires people to open up, be vulnerable, or face problems they’d rather avoid, connection and creating a safe space is an important part of the process of getting results for your clients. Trust becomes a central theme of your customer experience.
- EMPOWERMENT: Other customers may be seeking a sense of empowerment and belonging. They want to find their ‘people’ and gain energy, motivation and inspiration from that experience. When you work with clients who aspire to reach new levels and don’t want to go it alone, it’s important to create that sense of community and belonging.
- COMPETENT: Perhaps your clients are more invested in feeling skilled, capable and ‘in the know’. What they seek is understanding, competence and answers. In this case, you want to create a credible customer experience where they can rely on your process and become more competent and knowledgeable as a result.
- DISTINCTIVE: Or maybe your customer is looking for an experience that is markedly different than what’s commonly available. These customers want a fresh experience that gives them hope, unique solutions and a sense of being ‘other’ or different. They value having the ‘inside edge’ and want to be a part of something that’s about change, creativity or challenging the status quo.
Which match up to the customer experience you stand for?
When you’re clear on the core customer experience you stand for, it’s much easier to align everything from your message to your services to the market you want to reach. The Trailblazer Quotient (TQ) Assessment can also help you make sure you’re aligned around a consistent core experience. (Discover your TQ here.)
I’d love to hear from you: What’s important to you in creating a valuable customer experience?