Crafting a Great Client Experience—From Mediocre to Memorable
Summary
TLDRDans cette présentation, Gigi partage son expérience de transformation de l'expérience client et son impact sur sa business. Elle explique comment revoir entièrement son processus, des premiers contacts à la livraison de projets et au-delà, a permis d'augmenter son chiffre d'affaires par client de 40% et de doubler son taux de recommandation. Elle propose une stratégie en cinq étapes pour créer une expérience client exceptionnelle et souligne l'importance de la nutrition de l'expérience client après la livraison des projets pour maintenir des relations solides avec des clients existants et augmenter le taux de rétention et de recommandation.
Takeaways
- 🚀 L'expérience client est un élément clé pour la croissance d'une entreprise, elle peut augmenter la satisfaction et les recommandations.
- 💡 Il est important de repenser et d'améliorer continuellement l'expérience client pour se différencier de la concurrence.
- 📈 L'amélioration de l'expérience client peut entraîner une augmentation significative des revenus et des taux de recommandation.
- 🔍 Mener des recherches pour comprendre ce qui est vraiment important pour les clients et adapter l'expérience en conséquence.
- 💭 Analyser attentivement chaque étape de l'expérience client pour identifier les points d'amélioration et les opportunités d'optimisation.
- 🛠️ Mettre en place des processus et des outils pour rendre l'expérience client plus efficace et personnalisée.
- 🎉 Ajouter des éléments surpris et délicats dans l'expérience client pour créer des moments mémorables et renforcer les liens avec les clients.
- 🔄 Utiliser les retours d'expérience des clients pour itérer et améliorer continuellement l'offre de services.
- 🤝 Entretenir des relations solides avec les clients après la fin des projets pour encourager les rétentions et les recommandations.
- 📊 Mesurer et suivre les indicateurs clés de performance (KPI) de l'expérience client pour orienter les améliorations.
- 🌟 Offrir une expérience client exceptionnelle pour se démarquer et créer une véritable différenciation sur le marché.
Q & A
Quelle est la profession de Gigi avant de devenir indépendante ?
-Avant de devenir indépendante, Gigi travaillait en tant que cadre supérieur en branding à Londres.
Comment Gigi a-t-elle décidé de pivoter vers l'éducation en branding et en gestion d'entreprise ?
-Gigi a décidé de pivoter vers l'éducation en branding et en gestion d'entreprise en 2020, lorsque le côté design de son entreprise s'est un peu calmé à cause de la pandémie et que beaucoup de clients étaient inquiets de l'avenir.
Quel est l'effet que l'expérience des clients a eu sur le chiffre d'affaires de Gigi ?
-L'expérience des clients a eu un effet significatif sur le chiffre d'affaires de Gigi, avec une augmentation de 40% des revenus par client et une augmentation du taux de recommandation double.
Quelle est l'importance de l'expérience des clients dans le business selon Gigi ?
-Selon Gigi, l'expérience des clients est cruciale pour le succès d'un business. Elle peut changer la perception que les clients ont de leur travail et peut conduire à une augmentation des revenus et des recommandations.
Comment Gigi a-t-elle restructuré son expérience client pour améliorer son business ?
-Gigi a restructuré son expérience client en repensant chaque étape de l'interaction avec les clients, de la première contact à la livraison de projet et au-delà. Elle a cherché à améliorer et innover à chaque étape pour répondre aux besoins de ses clients.
Quels sont les avantages de l'automatisation et de la templatisation des processus pour un business ?
-L'automatisation et la templatisation des processus peuvent aider à gagner du temps, à rationaliser les tâches et à améliorer l'efficacité globale du business. Cela peut également contribuer à une meilleure expérience client en offrant une service plus cohérent et professionnel.
Quelle est la différence entre l'expérience des clients et l'expérience de nurturing d'un client selon Gigi ?
-L'expérience des clients se réfère à l'ensemble des interactions qu'un client a avec une entreprise, tandis que l'expérience de nurturing d'un client se concentre sur les interactions après la fin d'un projet pour maintenir une relation avec le client et potentiellement augmenter les revenus à moyen et long terme.
Comment les marques peuvent-elles utiliser les réseaux sociaux pour améliorer l'expérience des clients ?
-Les marques peuvent utiliser les réseaux sociaux pour interagir avec les clients, partager du contenu pertinent, célébrer les réussites des clients et offrir un soutien supplémentaire. Cela peut renforcer la relation avec les clients et augmenter la visibilité de l'entreprise.
Quelle est la stratégie recommandée par Gigi pour améliorer l'expérience des clients ?
-Gigi recommande une stratégie en cinq étapes pour améliorer l'expérience des clients : recherche pour comprendre ce qui est important pour les clients, analyse du processus existant, mise en œuvre de changements, ajout de petits éléments surpris pour delight les clients et révision pour amélioration continue.
Comment les entreprises peuvent-elles maintenir une relation avec les clients après la fin d'un projet ?
-Les entreprises peuvent maintenir une relation avec les clients en créant une séquence de nurturing, en envoyant des emails de suivi réguliers, en célébrant les réussites des clients sur les réseaux sociaux et en offrant un soutien continu.
Outlines
🚀 L'importance de l'expérience client pour la croissance de l'entreprise
Le paragraphe 1 met en évidence la transformation de l'expérience client et son impact sur la croissance de l'entreprise. L'orateure raconte comment elle a révolutionné son expérience client de la première interaction à la livraison de projet et au-delà, ce qui a conduit à une augmentation de 40% de revenus par client et à une augmentation du taux de recommandation. L'histoire personnelle est utilisée pour montrer l'importance de l'expérience client et comment elle peut être un élément clé de la réussite commerciale.
🎨 Présentation de Gigi et introduction à l'expérience client
Dans le paragraphe 2, Gigi se présente et explique l'importance de l'expérience client pour transformer son entreprise. Elle partage son parcours professionnel, passant d'être une executive de marque à un designer indépendant et à un éducateur en entreprise et en marketing. Elle souligne comment le pivot de son entreprise pendant la pandémie pour enseigner des compétences commerciales aux designers a été crucial. L'objectif de la présentation est de discuter de l'expérience client, souvent négligée, et de montrer comment elle peut changer la dynamique de l'entreprise.
💡 L'expérience client qui a changé le cours de l'entreprise
Le paragraphe 3 présente l'histoire de l'expérience client qui a été un tournant pour l'entreprise de Gigi. Elle raconte comment un projet important l'a poussée à améliorer sa proposition et son approche professionnelle. L'interaction positive avec un client important lui a fait réaliser l'impact de l'expérience client et comment cela peut attirer des recommandations et des clients récurrents. Elle explique comment cette prise de conscience l'a amenée à repenser son expérience client de bout en bout.
🛠️ Comment construire une expérience client exceptionnelle
Dans le paragraphe 4, Gigi aborde les cinq étapes pour construire une expérience client exceptionnelle. Elle commence par la recherche pour comprendre ce qui est important pour les clients, suivi de l'analyse pour optimiser le processus existant. Elle souligne l'importance de la personnalisation et des interactions minuscules qui peuvent avoir un impact significatif sur l'expérience globale. Gigi encourage à dépasser les attentes des clients pour créer une expérience mémorable et à utiliser l'expérience client comme une arme secrète pour développer l'entreprise sans perdre la tête.
📈 Amélioration continue de l'expérience client
Le paragraphe 5 met l'accent sur l'importance de l'amélioration continue de l'expérience client. Gigi explique comment identifier les étapes inutiles du processus, les aspects qui peuvent être rationalisés, automatisés ou délégués, et les éléments qui peuvent être éliminés. Elle partagent son expérience personnelle de simplification du processus de vente, de création de modèles pour les documents et les e-mails, et de gestion des situations difficiles. L'objectif est de rendre le processus plus efficace et de libérer du temps pour se concentrer sur la qualité du travail et de l'expérience client.
🎁 Ajouter des éléments surpris et délicats à l'expérience client
Dans le paragraphe 6, Gigi discute de la phase de délice, où il s'agit d'ajouter des touches supplémentaires et surpris à l'expérience client. Elle utilise l'exemple d'un restaurant haut de gamme pour illustrer comment les petits détails peuvent faire la différence entre une expérience satisfaisante et une expérience mémorable. Elle suggère des idées pour rendre l'expérience plus personnalisée et mémorable, comme l'envoi de notes manuscrites, des cartes Starbucks ou de vidéos de teaser de marque. L'objectif est de créer des moments inoubliables qui renforcent la relation avec le client et augmentent la probabilité de recommandations et de travail répété.
🔄 Rétroaction et amélioration continue de l'expérience client
Le paragraphe 7 traite de la phase de révélation, où il est important de recueillir des retours des clients et de faire une revue interne du projet pour identifier les aspects à améliorer. Gigi souligne l'importance de la réflexion personnelle sur l'expérience de travail, les limites et les domaines d'amélioration. Elle propose un modèle de document de revue de projet pour aider à structurer cette rétroaction. L'objectif est de tirer des leçons de chaque expérience client pour améliorer continuellement l'approche et éviter les erreurs précédentes.
🌱 Nurturing Experience : L'expérience client après la livraison du projet
Dans le paragraphe 8, Gigi explique l'importance de la nurturing experience, c'est-à-dire de maintenir et de renforcer les relations avec les clients après la fin du projet. Elle suggère de créer une séquence d'interactions régulières pour rester en contact avec les clients et montrer qu'on se soucie d'eux au-delà de la simple réalisation d'un projet. Des idées telles que l'envoi de messages de suivi, de célébrer les réussites des clients sur les réseaux sociaux ou d'envoyer des cartes d'anniversaire de marque sont proposées pour maintenir une relation forte et augmenter les chances de recommandations et de travail répété.
💬 Conclusion et encouragement à créer une expérience client exceptionnelle
Dans le paragraphe 9, Gigi conclut en soulignant à nouveau l'importance de l'expérience client et comment elle peut devenir un avantage concurrentiel dans un monde où les interactions humaines deviennent de plus en plus rares. Elle encourage les gens à réfléchir à leur propre expérience client et à la façon dont ils peuvent l'améliorer. Elle partage son expérience personnelle et les résultats positifs qu'elle a obtenus en mettant l'accent sur l'expérience client, y compris une augmentation des revenus et des taux de recommandation. Elle invite les gens à la suivre sur Instagram pour en apprendre davantage et à échanger sur l'expérience client.
Mindmap
Keywords
💡Client experience
💡Re-engineering
💡Referral rates
💡Revenue per client
💡Brand educator
💡Freelancing
💡Solo Design Studio
💡Pivoting
💡Streamlining processes
💡Networking
💡Personal branding
Highlights
The power of a standout client experience on business growth and revenue.
Re-engineering the entire client experience from first contact to project delivery and beyond.
Increasing revenue per client by 40% through improved client experience.
Doubling referral rates due to a focus on client experience.
The importance of client experience often overlooked in business.
Transformative experience through a large project that challenged comfort levels.
The impact of professional presentation on client perception.
Rebuilding the proposal process to better reflect the value of high-end services.
Client feedback as a pivotal moment of realization for the importance of client experience.
The role of micro-interactions in shaping the overall client experience.
Exceeding client expectations to create a memorable and positive experience.
The misconception that client experience only matters during the project timeline.
The significance of nurturing client relationships post-project for continued growth.
The five-step framework for building a standout client experience.
The importance of research and understanding what clients truly value.
Analyzing and streamlining the client journey to improve efficiency and client satisfaction.
Implementation of the client experience framework and the iterative process of refinement.
Incorporating delight elements into the client experience to create memorable touchpoints.
The benefits of conducting an internal project review for continuous improvement.
Transcripts
and that's when I started seeing the
power a stand out Cent experience can
actually have on your business I began
re-engineering my entire client
experience from the first Contact to the
project delivery and Beyond and then
with each client I would try to tweak
and improve and innovate and therefore
my Revenue per client was higher and
actually increased by 40% at that point
my referral rates double because almost
every client I worked with would
actually refer me to one or more
[Music]
people hey everybody what's up we have
Gigi on the show and she's got an
awesome presentation to share with us on
many different topics so without further
Ado Gigi could you please just introduce
yourself tell us a little story and then
tell us what we're going to learn today
of course thanks for having me Chris so
I'm Gigi uh just before we hit record I
told uh Chris that actually my full name
is yvena De rash and I'm not going to
force him to try and pronounce it it's a
little bit of a tongue twister so that's
why most people call me Gigi I'm a brand
and web designer I've been running my
solo Design Studio W6 creative since
about 2017 I say about because it's a
little hard to actually pinpoint exactly
when I fully committed to freelancing I
quit my corporate job working as a brand
executive in London back in 2016 and it
took me some time to really figure out
what I wanted to do because I'm not
really a designer I'm self-taught
designer graduate of YouTube University
uh and really commit to doing this
full-time and then I'm also a brand
educator business educator so that's a
pivot I actually made in 2020 when the
pandemic hit and the design side of my
business kind of quiet down a little bit
a lot of clients get scared of what's
going to happen Etc so I decided to take
a step back and see I can pivot a little
bit in my business and use my experience
in business and in management and
marketing for my corporate uh era and
basically start teaching designers those
business skills so they can confidently
you know sell their services and Market
themselves raise their prices and
ultimately build a design business all
right what are we going to learn from
you today today I actually want to talk
about client experience because client
experience is something that really
change my business and it's one of those
things that is often
forgotten uh something that a lot of
people don't really focus on because it
seems very natural it seems very obvious
like of course we want our clients to
have a really great experience of
working with us who wouldn't right but a
lot of people don't make the conscious
effort of actually focusing on client
experience and so before you kind of
roll your eyes at me and you think about
oh my God this is just another thing I'm
going to have to add to you to my plate
another thing that I'm going to have to
to work on I want to tell you really
quick story of how client experien
changed my business so the year I
believe it's about
2018 uh late 2018 and I'm working at
this point full-time as a freelancer
designer and I have a few returning
retainer clients but I'm hustling
hardcore you know I really try my best
to get my name out there I'm on social
media I'm networking I'm going to all
these events my internal um my internal
introvert is dying because I can't go
and meet so many people so I'm really
like hustling hardcore and and I
realized that I am yet to hit a project
that is the project you know we all have
like that one project that changes the
entire route of our career that lights
this light bulb uh on our path and so
one day I get an inquiry from this
business owner
and it's it's the biggest project to
date and I get really excited I really
want to get this project but then I'm
also terrified because the project
really challenges me to push my prices
Way Beyond my comfort level like back
then I was charging maybe 2 3K on
average per project and I think my
highest project back then was around 4K
and this was a 12K project and so I
suddenly have this major freakout moment
and realize oh crap I need to up my game
because I really want to show up like
you know the kind of business that
charges 10K without really making a big
deal out of it cuz when I was working
corporate I remember we I worked with
this consultancy that worked with high
netw worth clients Cent net with
individuals and so presentation always
really mattered I mean I'm talking from
The Proposal you sent to the client to
the brand of tea you're going to serve
at the client meeting it really mattered
so here I was looking at this client and
this client for me was my kind of high
net worth client and I'm looking at my
word do contract and my Frankenstein
proposal
realizing that this is not really how I
want to be perceived and so I spent 2
days completely rebuilding my proposal I
remember I even changed my email
signature to look more professional and
I end up Landing this client we have a
great time we have a really great
project lots of Lessons Learned uh
trying to get a project well beyond my
scope and on the final call on the
wrap-up call as part of her feedback she
tells me Gigi I work with a lot of
contract actors in my business but this
was by far the more thoughtful fun
personalized and easy experience I even
I ever had and for me this was that
moment this is the moment when the light
bulb turns on but I didn't really know
what to make of it and so a couple of
days later I get an email from one of
her friends and she tells me hey Justin
told me so much about you and what
you've done for her can we jump on a
call and so I land another
client and that's when I started seeing
seeing the power a stand out client
experience can actually have on your
business and after that I basically
began reengineering my entire client
experience from the first Contact to the
project delivery and Beyond and then
with each client I would try to tweak
and improve and innovate and really
learn about what are the things that my
clients actually care about and that was
a game changer for my business because
not only I was actually spending less
time on the admin side especially on my
business because I streamlined and
automated and basically templatized a
lot of different areas of my process but
my clients were happier and therefore my
Revenue per client was higher and
actually increased by 40% and clients
started to become repeat clients and my
referral rate doubl at that point
because almost every client I worked
with would actually refer me to one or
more people so that's why I wanted to
chat about today and funny enough
earlier today one of my clients actually
sent me a testimonial so this is a
project we just launched recently this
is a really great example of how clients
are impressed in the Moment by your
technical skills of course you know the
beautiful designs you're going to create
for them but what they're going to
remember is your
experience so imagine if you know you
could also increase your your revenue
and reclaim your time at the same time
and instead of spending hours trying to
figure out blog post to write or what to
post on Instagram you actually let your
clients do the marketing for you because
that's the real power of a stand on
client experience and so today I want to
really break this down break down the in
and outs of leveraging your client
experience and how to use that as your
secret weapon so to say for scaling your
design business without losing your
sanity and I think we need a we need a
little bit of a drinking game here
Counting how many times I'm gonna say
client experience because it's gonna be
a
lot just drink water everybody but you
can drink every single time she says
client
experience
yes so with that we know that client
experience is basically all of the
interactions that your clients will have
with you and your brand right so that
would be things like visiting your
website filling out your inquire or your
contact form jumping on a sales call all
those things but it's also and a lot of
people forget that it's also all those
micro interactions that people have with
your brand those tiny almost invisible
touch points that may not seem like a
huge deal in the moment but can
significantly contribute to the overall
client experience so this could be
things like for example your contact
form email confirmation is your client
just getting a general thanks will be in
touch message or or do they get a more
personalized confirmation from you with
for example a time frame so they know
when to expect a reply from you and
maybe some next steps or maybe even some
resources that they could check out in
the meantime or for example this could
be interactions that you have with your
client on social media even so do you
engage with them there do you share
about them on your own profile and as a
result drive more eyeballs to their
business so obviously I'm not telling
you that you need to go and completely
change your email confirmation and go
and harass your clients on social media
but what I do mean is that those more
details they're going to matter and
they're going to contribute to their
overall experience every client is going
to have some sort of level of
expectation that needs to be met in
order for them to have a good experience
of working with you but it's once you
actually exceed those expectations that
magic really happens let's say you're
walking into a high-end restaurant right
for a very special occasion and the
obvious interactions that you're going
to expect from a place like this are for
example the host is going to greet you
hopefully they're going to smile at you
uh you're going to expect the place to
be clean you will expect the food to be
good as well and those are all essential
and expected in a fine dining setting
for you to be satisfied but now imagine
that at some point the chef comes out
and personally greets you and maybe even
offers you an appetizer and then the
waiter sees that you're struggling to
choose between two desserts and he
proposes how about I bring you a plate
with small portions of both desserts and
then recently we went to this restaurant
and they gave us cookies when they left
just for the road now Chris would you go
back to a place like this of course
exactly and would you tell people about
it yes exactly because while you
expected good service it's those small
details that leave us not just s
satisfied but delighted and far more
likely to return and refer others as
well and the same thing can be applied
to our design business as well now the
mistake that I see a lot is that people
think that client experience Matters
from the project start to the project
endend like this is how most people
think about client experience and often
the level of care we provide to our
clients actually starts really strong at
the beginning right because we're super
excited about the project and then it
gradually d down towards the end to the
point where sometimes we just can't wait
to wrap up the project and move on to
something else but in reality your
client experience begins way earlier
from the very first interaction with
your brand and that could be you know
someone landing on your website for the
first time from a Google search for
example but it could also be someone
telling someone about you so maybe you
know it's a ex-client or maybe just
someone who saw your Tik Tok St and
decided to share it with a friend
already at that point their perception
of you is going to form and that will be
the beginning of their experience with
you and your brand so it happens way
before the project actually starts just
like with our example of the restaurant
the table reservation process could
easily Make It or Break It for you so
recently we went to Turkey and we saw
this restaurant that we really wanted to
go to as a family but their booking
process was horrendous you needed to
contact them through WhatsApp fine but
on their website instead of having for
example a button to be redirected to
Whatsapp or at least to have the phone
number so you can save it and then go
into WhatsApp and start a chat they put
a picture of the phone number so
obviously would didn't end up going to
this restaurant because it took me
forever to try to memorize the number or
get another phone the experience
mattered and as a result we ended up
going somewhere else and they ended up
losing their customers the real goal of
the client experience is somewhere else
do you want to take a guess where I have
no idea well actually it's in the client
nurturing it's what happens after the
project is over and once the project is
over as I mentioned earlier a lot of the
time we just forget about the project
we'll move on to the next thing to the
next client but this is actually where
you can add additional brand touch
points that a lot of people completely
ignore this by the way to actually grow
your client relationship and as a result
grow your Revenue as well so we'll talk
about that in more detail a little later
on all right now before we dive into the
Practical part of this where we're
actually going to look at how you can
build your own standout client
experience uh because really that's my
goal for you after this to be so pumped
and so fared up to actually want and and
apply all of that and create your own
amazing standout experience but I do
have some really awesome resources for
you to follow along so I have this
workbook that you can download There's a
link there it's 1 sixc creative.com
slthe future and you can download the
main workbook there I break down
everything step by step so whether
you're listening to this watching their
workshop or actually decide to do this
later on you can uh you can follow along
super we'll include the links in the
description for anybody that's watching
this uh just check the description below
all right so let's dive into how to
actually build your own standout client
experience and there really five steps
to actually achieve this the first one
is research you need to understand what
actually matters to your clients because
people are going to Value all sorts of
things some will value time some money
some communication some efficiency some
will value speed over quality or maybe
they're really big on communication or
maybe they actually don't care how long
it's going to take as long as the
quality is like really really high and
instead of making assumptions and
thinking well my clients need all those
things you need to have conversations
with your past clients and listen to
what actually matters to them and what
made a difference for them during your
project why did they choose you so some
of the questions you could ask them are
what initially LED you to actually
choose me over someone else or what
aspects of the project did you find most
valuable or is there something that I
did particularly well that impressed you
or you remember or was there anything
you wish that had been done differently
this will actually give you a starting
point for your client experience and
showcase what truly matters to your
clients when I was re-engineering my own
client experience at the very beginning
I talked to my clients and I was
surprised that the
majority of my clients prefer to do a
this strategy call live versus filling
out a questionnaire so with some clients
I would basically send them a really
long questionnaire with tons of
questions about their business their
goal their target market all of that but
with others with bigger projects I was
actually jump on a call with them and do
this Workshop style do it live and what
I found is that live strategy clients
all raved about spending two hours or 3
hours sometimes on this Workshop whereas
questioner clients most of them said
that they actually found this activity
really daunting and really difficult and
also very timeconsuming for them and
then when I was analyzing my process
which we'll do in a moment together I
realized that while I was thinking that
the questionnaire is going to save me
time it was actually taking almost
double the time because I had to review
the client answers I then had to reach
out because there was missing
information or needed clarification then
we ended up actually still jumping on a
call together and spending an hour going
through their answers so it wasn't
actually saving me time so to me it was
a clear message that I needed to let go
of this questionnaire and just offer
those workshops and position it in a way
where the client sees the value so I can
increase my prices as well for the extra
time and now it's actually one of my
favorite parts of the process because I
get to really show up for my clients and
I get to really connect with them which
definitely adds extra brownie points to
uh to our relationship but then of
course you also need to consider what
are you actually naturally good at and
what can you deliver based on your
current resources because for example if
you're currently only freelancing
part-time and you know maybe you have
two kids at home and you only have about
3 hours a day to actually dedicate to
project work then speed is probably prob
not going to be your selling point of
your client experience it's just not
something that you can actually
physically deliver on so ideally you
want to avoid attracting the type of
clients that value speed above
everything else because you're not going
to be able to do that and that's okay as
I said before you don't actually need to
deliver on every single thing you don't
need to hit every single spot you need
to be aware of what you're capable of
and also what you enjoy doing and based
on that you can grow grow and expand
your client's experience the next phase
of this framework is to analyze this is
actually the fun part at least for me
because the purpose of this is to
outline your entire process step by step
and start analyzing it so I created a
little fig Jam template for you that you
can actually copy and use to create your
own process the purpose here is to
outline every single step that your
client and and you go through throughout
your project so starting from the
inquiry the sale experience the
onboarding experience project and then
as we talked about offboarding and
nurture the idea as set is to outline
every single step and also the different
scenarios so for example during the
inquiry you can get an inquiry that
could be a good fit and a bat fit what
happens in case of both what happens if
the client doesn't sign the contract and
however you do this by the way you can
obviously you can use technology amazing
fig Jam but my very first one it was
just pen and paper this is this was from
2018 I literally sat down took pen and
paper and started writing it so it
doesn't matter how you do it whatever
you do I recommend categorizing it so
you can see what are the emails that you
send what are the documents or the
templates that you actually sent to your
clients where are the revision routs
where are the client calls and then once
you have all of this you will take a
look at this and you're going to decide
on four things what are the things that
you can streamline so shorten the
process what are the things that you can
automate what are the things that you
delegate to a VA a team member and what
are the things that you can get rid of
altogether because there's going to be a
lot of that so for example back then my
process and this is just an example
process but my process from the inquiry
to actually Landing the client was I'm
going to have a sales call with them I'm
going to send them a proposal I'm going
to get them to confirm that they're
happy with the proposal send them a
contract get them to sign it send them
the deposit invoice get them to pay it
and only then they're going to become a
client right and back then it made total
sense back then I thought okay you know
it worked pretty logical until I
actually put it down on paper and real
realized that all of that could be
shortened into one email or just one
document you know I could just send a
proposal with the tnc's and they could
be directly you know I could have an
automation that transfer them to the
invoice after the sign or what I do now
most of the time is to close the client
on the sales call and then just send
them quickly to the tnc's they sign them
they pay the invoice and that's it and I
get the client within 30 minutes whereas
back in 2018 this would take me days if
not weeks but it seemed to make so much
sense back then it makes a lot of sense
and there's a lot of people going to
listen to that's my process right now in
case you're wondering what tncs are
terms and conditions yes thanks thank
you your contract thank you for clarify
if the process works it works but at
some point if you want to increase the
amount of clients that you want to take
on for example and you realize that you
just don't have the BWI and you realize
that you're spending weeks waiting on a
client to go from sales call to actually
closing decline something's got to
change cuz you will realize suddenly
your process is going to be way shorter
not because you're shorting it on
purpose but because you made it more
efficient so the other thing I actually
realized again once I put this all down
on paper one thing I realized as well is
that I was spending hours crafting
proposals and presentations for my
clients and every time I was dreading
doing that because I knew that it was
going to take me so long one of the
first things I did is that I created
templates for for every single one of
those documents templates that it could
update in 30 minutes to an hour send it
off and of course this was a time
commitment at first but especially as a
solo Design Studio without having
especially back that any extra help I
needed to make my process more efficient
now at the end of the project when we
need to actually create the brand style
guide I can send it out to my VA and she
just needs to follow the instruction we
have exactly the same structure every
single time and we don't need to worry
too much about that and the other big
big thing that I realized and
templatized was actually all of my
emails I was shocked when I saw how many
emails do I send for every single
project they were taking me so much time
and they would always be the same email
but I would constantly type it from
scratch where's the logic in that so I
create this massive Google doc with all
of my process emails from you know this
is a good fit this is not a good fit
this is a reminder to sign your contract
this is your welcome email then I would
actually bring them into my email app
and add them as templates in there so it
would only take me a click and then
changing a couple of links changing my
client's name and the email is ready but
the bigger game Cher when it comes to
emails was actually creating emails to
deal with those uncomfortable situations
as a people pleaser I would spend hours
crafting the perfect email to tell the
client to politely back off with the
let's make it pop request and direct
them to the contract and I was realizing
that I was actually it was having an
impact on my mental health as well
because I would spend days thinking
about that email over the years I've
definitely had my fair share of
difficult client situations lots of
lessons but I would just sit so long on
writing that one email thinking you know
what to write and then rewrite and send
it off and immediately regret everything
I wrote and when I actually templatized
those emergency emails I was saving time
but I was also saving my sanity in a way
it was a huge help so on the web page I
mentioned earlier 1 sixc creative.com
thee future I actually shared a couple
of resources for various email templates
that you can also swipe but I really
encourage you to start building your own
library for your own type of clients
your own process your own situations
whether you know it's actually like
documents or it's process emails that
you send for your clients every single
time all right moving on to the next
stage of that framework is the
implementation and we kind of talked
about this already but I want to mention
here is to avoid completely changing
your entire process and your entire
customer experience at once start by
deleting unnecessary steps in your
process and then focus on all right what
are the things that I can streamline
what are the things I can automate
delegate before you actually even start
adding anything new and try to
prioritize the things that you believe
will actually make the biggest
difference for you and your clients
you're not going to transform your
client experience all at once it's all
about implementing refining testing
reviewing it's always a work in progress
kind of like a designer's website you're
never really done you're always working
on it
so don't overwhelm yourself focus on one
thing at a time and see how it works out
with you know a couple of clients before
actually making it permanent I love
following Adam maseri on Instagram and
he has a broadcast channel where he
shares about Instagram updates new
features and all of that and they never
roll out features all at once across the
globe you know they always pick a couple
roll it out in certain areas
and see how that works they test it out
uh see if it's a good idea sometimes
it's not and they decide to go with
something else and the same goes for
your client experience don't roll out
all of those changes at once because
it's going to overwhelm your clients
it's also going to overwhelm you and
it's going to get messy the next stage
and I love this one is the Delight phase
this is where you sprinkle those little
surprise and Delight elements into your
customer experience going back to our
example with the restaurant the little
additional touches that I mentioned so
you know the appetizer the uh desserts
the cookies at the end these are all
surprise and Delight elements that
elevate your dining experience going
back to Fig Jam if you look at your
process you can start thinking about
okay so what are the small unexpected
touches that I can make in my client's
journey to make it a little bit more
rememberable so for example you could
send a handwritten note when they become
a client uh maybe and I love this one I
actually do this with my clients maybe
at some point halfway through you send
them a Starbucks card you know like a
little a little pickme up halfway
through to just say hey we halfway there
let's power through maybe you can
surprise them later on when you're done
with their brand maybe you can surprise
them with a brand teaser video you know
it may not have been been included in
your deliverables when you agreed to it
so this is going to come as a surprise
to them but you already have a template
for that that you prepared in advance so
it's only going to take you you know a
short amount of time to actually do it
or in the same way you could create you
know a launch graphic or a video for
their website launch so they can
actually share it on their social media
and it's also actually an opportunity
for them to kind of give you a shout out
and promote your services so it's a
little bit of a win-win here or and you
don't need to do all of these things I'm
just giving you ideas here kind of like
food for thought you could send them a
little card for their brand versary
brand versary for me I mean the laun the
one year birthday after their brand or
their website launch you could send them
a little note saying hey it's been a
year since we launched a new brand
congratulations or maybe it can even be
a happy birthday email even if you're
you know not working together with your
client anymore surprising the Light
Elements they don't need to be like
those grand or expensive gesture there
are small unexpected moments that will
surprise your clients and this is
actually the kind of stuff that clients
are going to remember and talk about
because I'm sure that if you get a
cookie at the end of your dinner you're
going to go and you're going to tell
your friends about it you're going to
post a story on Instagram about it
because it was unexpected it was
surprising and finally the very last
stage of the framework is to reveal so
in addition to actually asking your
client for feedback maybe you know you
do a little wrap-up call uh maybe you
send them a short survey you also want
to do an internal project review for
yourself to see how the project actually
went what are the things that you're
proud about what are the things that you
believe could have gone better and again
I really equipped you with everything
you need here I included a resource for
you so it's a really simple two-page PDF
uh where you can add some details about
the project you can outline the project
goals whether you've met them or not
what was the client's overall feedback
also and I usually like to give myself a
little rating for the project right so
how do I feel about the onboarding
process how was the communication from
the client side from my side uh what do
I believe went well what do I believe I
could have gone better because it's not
always about what how your client
interpreted it but also you a lot of the
time especially if we have a difficult
client for example we put on a brave
face we do our best work and maybe the
client is really happy in the end and
they gave you like five stars in every
single category but for you it was a
complete disaster you were disorganized
you lost some files you forgot to save
something uh you did not respect your
own boundaries so it's important for you
as well to take some time and before you
go and jump into the next project to
actually take a step back reflect and
see what you can improve on for the next
project that's good it's good to include
your own Reflections and your notes uh
because it's not just about what the
clients's think can feel it's about how
you feel about your own experience you
can look for ways to improve or to
Define different boundaries often times
when when you have a bad client
experience it's it's a opportunity for
you to learn so that the next time you
hear the same kinds of things in your
prospect you could say look I've heard
this before and I want to know how
you're going to respond to X and then
depending on their answer you could
decide to accept them as a client or not
absolutely and I think with every
reflection your own boundaries toughen
up you realize what are the things that
you actually enjoyed in this project
personally and what do you need to seek
in your future potential clients or what
are the red flags that you miss with
this client that you need to be aware of
for the next time so absolutely
reflection will also help you SL better
clients that you enjoy next time and
then of course guess what you do it all
over
again because as I said your client
experience is a constant work in
progress It's not like you went through
all of these five steps you created your
client experience and you can forget
about it it never really stops you
review you reflect you adapt you try you
test it out you try incorporating
something you that didn't really work
out or it was too demanding from your
side you uh you you didn't think that it
would be so complicated maybe you tried
a new tool and it didn't work out you
can try something else or you go back to
a simple Google dog uh to I don't know
create your experience in there whatever
works for you so in a nutshell these are
the five steps to kind of create your
client experience this is what the
client experience is all about uh of
course as I said it's not going to
transform overnight but it does have
compounding effect sort of speak in the
long run on on your client Lifest value
through repeat work and through
referrals speaking of which I do want to
talk about the nurture experience I know
I seized it a little bit the nurture
experience may be that I don't want to
say a magic one because I don't believe
that there is anything like that in
business but it could be that missing
piece that can really transform the way
that you work with clients and also just
in general your client relationship sh
so it sees the importance of that
earlier and this in combination with
project experience is what really helped
me significantly grow my own design
business by maintaining those strong
relationships with existing clients and
increasing their client rotation rate um
increasing the repeat project and
doubling that referral rate thanks to
client satisfaction so let's give this a
little closer look a lot of the time
what happens as we saw earlier is that
our level of care client experience
often dies down towards the end of the
project right we're so in a rush to get
to the next thing to land the next
client we're basically constantly
chasing that next opportunity chasing
that next lead forgetting to actually
nurture and leverage the relationships
that we already have when in reality
with minimal effort we could completely
change that so instead of just cutting
ties with your client at the end of the
project create a nurture sequence where
you're going to check in with your
client a couple of times throughout the
next 6 8 12 months the frequency and the
time frame don't really matter this is
completely up to you but the whole idea
is that throughout the next few months
after launching the project you're going
to casually check in with your client to
really stay top of mind so that's that
means for example sending a quick
check-in email after one month and just
see you know say hey how you doing how's
your website treating you did you get
any cool results did you hit your goals
and then you can actually take that
information and update their testimonial
or the case study use that for
marketing then let's say after a few
weeks you'll see I don't know they
landed a feature in a magazine in
Business Insider or in Forbes
so you celebrate that with them on
social media maybe you even share their
news on your stories and say oh my God
I'm so proud of the clients I'm working
with and use this opportunity to also
share that case study and share about
their Rebrand experience so at the same
time you're promoting your services
you're showing social proof and you're
supporting your past clients staying top
of Mind once again then after that
you're going to check in with them let's
say three maybe 6 months in in whatever
it is and you check in with them just to
see how things are going maybe you sell
on social media that they're preparing
for I don't know for some launch maybe
they're launching a new service so you
just check in with them say hey I saw
this post I saw that you're launching a
new service congrats so glad of all so
happy with all the things that you're
doing so proud of you is there anything
I can do to help and then at some point
later on you send them a referral and
then mention you know one year in you
send them a brand versary card now with
these extra interactions you're
basically showing your client that
you're in their Corner you're there
you're cheering them on you're the
person that they're going to think about
when they actually need help or there
someone who needs what you have to offer
because so many times I had situations
when I would send a quick checkin or a
quick followup with a past client asking
if they need help with anything and they
will come back to me saying gosh yes I'm
so glad you reached out I wasn't sure if
you were actually taking on new clients
I thought you were too busy we can't
just expect our clients to think of us
all the time because they don't they
have their own lives they're doing their
own things they're not thinking of you
you need to be proactive and take that
step forward for them and when you do
that something really amazing happens
this extra
Revenue so suddenly the 10K project that
you just wrapped up is bringing you an
extra 7,000 through client referrals and
repeat work now of course maybe you know
you would have gotten some extra work
anyway from them you would have maybe
down the line they would have been the
one to reach out to you and maybe send
you a referral Etc but for my experience
the more thoughtful I am about
proactively nurturing my client
relationships the client relationships I
have with past clients the more likely
they are to come to me and refer me to
other people take some time to think
about about what that nurture experience
could look like for you and your client
and start to test it out you don't need
to go all in straight away and I've
actually included some nurture email
templates in the workbook as well
another reason to download it so you
have something to start with but if you
don't currently for example work with
clients that you can test out this
nurture SE uh sequence with you can also
just reach out to past clients check in
with them you probably have clients that
you haven't talked to in ages thinking
but why are they not referring me why
are they not coming back you know for
repeat work probably because they're
busy running their own business and
doing their own thing but if you reach
out if you get into the spotlight if you
become top of Mind who knows maybe they
actually need your help so ask them how
are they doing how's their business is
there anything I can help you with don't
go in with expectations you know don't
say hey I'm opening my books I need
clients give me some work make it casual
maybe you can go on their website see if
anything is broken maybe you can offer
to fix that for them I had a client once
who tried to set up a popup on her
website by herself and I was just
randomly looking through client websites
it wasn't really you know anything that
I wasn't even thinking of reaching out
to her I just landed on her site saw
that there was a broken popup reached
out to her offered to help it for free
actually because it was an easy fix but
she probably forgot about it and it
turned out into a 5k project because she
actually wanted to refresh that entire
page just couldn't find the time don't
take your past client relationships for
granted they are your
Salesforce if they love working with you
they will sing praises about you and
especially if you're an introvert like
myself and so you know going out there
there and pitching and networking it
just takes a lot out of you this is the
perfect marketing strategy because your
clients will be doing that for you
anyway so I hope that this gives you for
some food for thought and actually gets
you really pumped about creating your
own standout client experience and
especially in today's world you know
when human interactions are so valued
and they become more and more rare you
know with the rise of technology and Ai
and the service industry is becoming so
saturated this can actually become your
competitive Advantage if every single
client of yours says that working with
Tom is the best thing you'll ever do his
experience is phenomenal and he says
that to every single one of his friends
all of his you know startup friends and
people who are thinking about starting a
business the experience is what clients
are going to remember and Rave about so
as I said hopefully this gives you some
food for thought you can now take some
time to review your own process review
your current client experience talk to
past clients as them what are the things
that they value what are the things they
loved about working with you and how can
you amplify that in your current client
experience wonderful Gigi thanks for
sharing this process something that I
admit I'm not very good at doing to my
own detriment luckily I have a team that
does this and I've had to learn over the
years as I've noticed other service
providers providing an amazing customer
experience especially after delivery
thanks for sharing the resources if
people want to find out more about you
where should they go probably on my
Instagram so that would be 16 creative
this is where I hang out daily share
tips and behind the scenes of M business
but also mostly I talk to other
designers out there so that's another
thing once I really hon down into the
client experience part I that was also
around the time where I pivoted in my
own business and actually started
focusing more on the education side uh
started talking more to designers on
social media so I kind of gradually
stopped promoting my design business Al
together but the revenue that that side
of the business brings hasn't decreased
it increased because as I said the
clients are doing the marketing for me
yes of course I will share you know here
is a really cool project we just
launched we just dropped working with
this person and for example next week
I'm having actually podcast interviews
with some of my past clients it's also a
marketing strategy where we actually
talk about their client experience but I
stopped constantly daily think about how
can I reach my clients on Instagram
because the clients were marketing for
me so once you really transform your
client experience you focus on your
client's experience
and you create this amazing client
Journey you can also I don't want to say
take a step back but you can also relax
a little bit when it comes to trying to
be everywhere everywhere at the same
time but yes you can go and check out my
Instagram at6 creative wonderful so if
you've enjoyed this presentation if you
got some value go give Gigi a follow at6
creative on Instagram you can learn a
lot more she's probably got a lot more
resources for you on her Instagram feed
Gigi thanks very much for being on the
show thank you I appreciate
it
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