First impressions last, so go beyond the basics

First impressions aren’t everything. But they are powerful.

Nearly one in three customers say they would stop patronizing a beloved brand after one bad experience, according to PwC’s Future of CX. One bad experience. Their favorite brand!

This places tremendous pressure on you as an adviser. How can you achieve this premier level of client experience that consumers have come to expect? How can you transform clients and prospects into loyal, raving fans?

Studies have shown that there are three factors to every client interaction that drive loyalty:

1. Success: Did they accomplish what they wanted?
2. Effort: How easy/difficult was it to accomplish?
3. Emotion: How did they feel about it?

Client experience is a result of all three factors. With that in mind, the question is this: How can you combine these factors to create an irresistible client experience?

AUDIT YOUR EXISTING EXPERIENCE

Before you revamp your experience, take stock of what it currently looks like.

Go through each step of the process in your clients’ shoes. How did they find out about you? How current are your website and social media profiles? What about your Google and Yelp listings? How do you answer the phone when they call? What do your website opt-in auto responders contain? What communications do they receive when they schedule an appointment? Reminder phone calls or emails? Texts? Is your office easy to find? Is it clean? How are they greeted when they arrive at your office? Every single touch point mentioned here — and this list isn’t exhaustive — offers you another chance to provide a superior experience.

Rely on your clients. Tell them you want to improve the experience they just went through. Ask them what was easy and what was hard. Ask how they felt at each step. You’ll soon see the gaps where you can improve to create an extraordinary experience.

Examining your process through their eyes will help you identify what’s working and what isn’t.

IMPRESS WITH DETAILS

The little things matter in business because they add up to the overall experience. Clients and prospects will remember the little things you do — good or bad.

Do they open a smeared glass door and take in a waft of stale air when they enter your lobby (let’s hope not)? Or do they walk in to be greeted by the smell of freshly brewed coffee and a receptionist who remembers their name?

Remember, every interaction is a chance for them to step forward in their journey toward becoming a raving fan, or step backwards on that path. From the cleanliness of the bathrooms to the ease of parking, to the sights, smells and aura of your office — every detail matters.

If this seems obsessive over details — good. You can’t just create an irresistible client experience; you have to obsess over it.

When I was running a practice, I created an opening and closing checklist for our office. Our receptionist was responsible for checking off each item. Tasks included: turning on the TVs and tuning them to specific programming at a low volume, sweeping the entry, dusting surfaces, topping off bathroom supplies and more.

Even if you’re holding a remote meeting, checklists can still help cultivate the right online client experience (dress code, appropriate and clutter-free background, camera angle and lighting, etc.). Even using tools like Krisp’s noise-cancelling app can enhance the quality of virtual meetings and help to enhance the experience you’re creating.

Getting the little things right leads to being entrusted with more and more of the big things.

BE PURPOSEFULLY PERSONAL

Now that you’re thinking about the details of your day-to-day, think about how you could take it to the next level.

Many of the items I’ve mentioned are nearly table stakes these days. People expect toilet paper in the bathroom or a clean office space. They expect to sit in the lobby and be offered something to drink.

This isn’t a unique or great client experience — it’s normal. Your competition is likely meeting these basic expectations, too. This means that if you’re competing to win, you have to think bigger.

Don’t just greet prospects; make sure everyone at your office greets them by name. Don’t just call a prospect the day before a meeting to remind them; text them the morning of their appointment with a link that has one-click directions to your office. Don’t just offer fresh coffee; offer a selection of beverages and freshly baked goods.

These small differences may seem flimsy, but they’re important because they make your prospects and clients feel special. Go above and beyond to stand out from your competition and create a lasting impression.

BUILD LOYALTY WITH TOUCH POINTS

Creating a memorable experience goes beyond impressing with day-of-visit details. Like any successful friendship, it takes maintenance.

Mailing generic birthday and holiday cards is common practice for most firms. It’s a gesture that’s almost immediately thrown away after little more than a smile of acknowledgment.

But what about mailing clients a personal note or a gift like flowers on a special date like the anniversary of a wedding, a spouse’s death or after their grandchild is born? Your client might be keener to keep the gift, and think of you fondly, because you remembered something genuinely special to them!

How do you keep track of information and dates for each client? Add tasks and notes to your customer relationship management software. What are their favorite sports teams, hobbies, alma mater, kids’ names, pets’ names, special dates like anniversaries — anything that will help you learn who your client is as a person.

Remember that loyalty and trust are built hand in hand, brick by brick, detail by detail.

A first impression is just that — a first impression. The real work is the journey they’ll experience after that. Get this latter part of the journey right and you’ll have raving fan clients for life!

[MORE: The subconscious power of brand familiarity]

Robert Sofia is CEO of the digital marketing firm Snappy Kraken.