Creating a Remarkable Client Experience
By Douglas G. Davidoff
Founder & CEO, the Imagine companies
To download a .pdf version of the complete article click here.
Over the past year I have introduced several concepts, strategies and tactics to help you to accelerate the growth of your business. In the past few weeks, either during presentations or in response to my Fast Growth Blog [enter link], people have asked me a lot of questions about how our theories on “Third Wave Selling” can keep their companies growing. While it is exciting to see so much enthusiasm about greeting the conceptual age and saying goodbye to the industrial one, it concerns me that people are losing sight of one of the keys to successful fast growth -- that is, if you want to sustain growth, the most important thing to pay attention to is the people who are buying from you right now!
Companies often spend inordinate amounts of time, money and energy trying to find ways to get new customers who may not be familiar with their company. I am constantly surprised by how many of these companies have not taken full advantage of the relationships they have with current clients.
As a matter of fact, focusing on acquiring new customers, without paying attention to current ones, can be the primary reason a company sees its growth come to a grinding halt. In many situations, all a company needs to do to accelerate its growth is ‘close the back door.’ By this I mean, if they simply made sure they built loyalty with the customers they already had, their growth rate would easily exceed their expectations.
In this issue of The INTELLIGENT GROWTH Ezine, I outline the steps you can take to make sure you deliver a remarkable customer experience. Follow these steps and you will create customers who are not only loyal to you, but active supporters who work to spread your company’s message to others.
IS THERE GOLD IN YOUR DATABASE?
In the past four weeks I’ve confronted the following situations with several companies I would describe was successful and growing:
In each case, my clients realized that, as they feverishly pursued new business, they were leaving tremendous opportunities behind. Don’t get me wrong, there is nothing wrong with going after new business and there was nothing wrong with any of the tactics these companies were trying. The problem was that, as they looked far and wide for their next gold mine, they were overlooking gold reserves they already had in their backyard but hadn’t thought to dig for.
CREATING A REMARKABLE CLIENT EXPERIENCE
Creating a remarkable experience is not a magic pill that provides instant growth. It is not a situation where the management team gets together one night and announces that, starting tomorrow “we will give our customers a remarkable experience.” But if you want to sustain profitable growth, creating a culture where a remarkable customer experience is possible, has to be your number one priority.
Here are three rules to keep in mind as you develop your client experience strategy:
THREE QUESTIONS TO REMARKABLE EXPERIENCES
If you want to get a quick start on developing you’re a remarkable experience for your customers, ask yourself these three questions:
When you have finished answering these questions, put the answer to question three in the form of a list. Then prioritize those contact points to determine which ones would provide the greatest impact to link the experience you are currently providing (answer to question 2) with the ideal experience you could provide (answer to question 1).
If you would like to accelerate the process of making the experience you provide your customers a key component of your growth strategy, Imagine can help. Simply call us, click here to send us an inquiry or send us an e-mail. We will provide our readers with a free one-hour coaching session on your client experience. We will also take you through the three questions we’ve asked here and provide specific recommendations to that will help you achieve the results you are looking for. To recieve a free worksheet to help you begin building your remarkable experience click here.