26 Feb 2014

There is little argument that client demands are far greater today than they were in times past. There is also general agreement that client demands and expectations will continue to rise in the years ahead.

Given that many businesses are struggling to meet current demands, a major challenge facing business owners and managers is knowing and deciding what strategies and systems to employ today to best meet those increased expectations of tomorrow.

A key distinction that often gets missed when developing future plans is the difference between client service, and client experience.

In simple terms, client service is what a business gives; client experience is what a client receives.

Client experience is how your clients perceive their interactions with your organisation. Sadly, there is often an enormous gap between what businesses believe they are delivering, versus what clients experience receiving.

The main reason such a gap exists is due to a lack of understanding and appreciation of just how many steps there are along a typical client journey, and how every one of those individual steps contains within it the potential to make or break a client relationship.

Remember, a ‘moment of truth’ occurs anytime a client comes into contact with any PART of your business, and uses that individual ‘touch-point’ to judge the quality of your business as a WHOLE.

It is important to realise that there are in excess of 200 touch-points occurring along the client journey at your place of business every day, and that every one of those touch-points shares equal billing with all others. As such EVERYTHING MATTERS!

Everything including how easy is it for clients to find your contact details, how the telephone is answered, the font size of the print on your business cards, the fresh flowers in reception, the currency of the information on your website, the professional appearance of both your staff and your premises, the time taken to respond to emails, your choice of corporate colours, the fragrance used in your client reception areas, the quality of the tea, coffee or juice offered to clients, the terms and conditions of your client satisfaction guarantees. The list is exhaustive and runs to many pages in length.

A great client experience is a combination of everything your client sees, hears, smells, tastes, touches, and also how they emotionally and intuitively respond to your product or service offerings.

Business development strategies need to embrace a detailed understanding of how clients perceive their experience at three separate levels; needs met, ease of doing business, and enjoyment.

Level one is quite simply having the capacity and competence to provide the exact product or service that your client demands. It ensuring you have the right experience, the right expertise, the best model, colour and size in stock … now! It’s about having fully trained and qualified employees ready to provide expert service as and when required. 

Level two is the about the ease with which your clients can do business with you. Being accessible via multiple channels, business hours that suit, adequate availability of trained professional staff, a range of payment and delivery options, efficient after sales back-up and replacement warranties and satisfaction guarantees.

Level three is about the degree of pleasure clients experience during the process of doing business with you. It’s about whether or not your clients actually enjoy doing business with you, your organisation and your people.

It is essential that all three levels are addressed both with attention to detail and a high level of professionalism to maximise the client experience.

Client experience is at the centre of everything you do; how you conduct your business; your ethics and values; how your people behave and engage with your clients and each other; the value that your products and services deliver; what your brand stands for in the marketplace.

Client experience is the single greatest predictor of business success.

Client experience is your number one competitive advantage.

Click the link below to access a copy of Graham’s Client Experience Performance Evaluation Form.

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Graham Harvey

Business Coach & Marketing Futurist with Service IQ

www.grahamharvey.com

Simon Creek

Managing Director, HHG Legal Group

www.hhg.com.au

100 years of Supporting West Australians

"My family law experience with Mary Roubos has restored my faith in solicitors in general. She not only demonstrated her legal expertise and flair, but also showed a compassionate and understanding nature during the lengthy process. I felt that Mary went above and beyond her obligations as my solicitor, and really listened to me. I would highly recommend Mary and her assistant Debra Wilson, who also demonstrated professionalism and excellence on all levels."

Renee Frangiosa

"Always fast and thorough service. Thank you"

Sitka Pil

"I found Ben most helpful and always prompt to let me know where things were at. Will definately use Ben again and will recommend to others."

Gerrit and Mary Van Bralal

"We wish to express our thanks for your help in attending to our mother/ wife's will - Mrs Grace Margaret Vessey. Aimee was extremely helpful and easy to deal with. We are greatful for your help with our affairs."

Ms Rosalyn Norman, Mr Stephen Vessey

"Thank you ever so much for all your hard work on my case Nicole, I really appreciate everything you did for me."

Workers Compensation Client

"Thank you for such great assistance with the transaction of Flying Domestics on behalf of Lorna Good. It has been such such a pleasure to work with the HHG Legal Group and I look forward to working with you in the future."

Jim Goodwin

"Simon Creek and his team were at all times empathic, professional and confident.  My matter needed to be addressed within a pressing time frame, and their availability at short notice and contact after hours was much appreciated.  It caused me considerable stress, but having such a thoroughly reliable and competent team to call on helped me to feel in control. Although I hope not to need their services again in future, I would be confident in doing so!"

Dr Lana Bell

"A good outcome is what we can expect.  A great outcome is a sign of a company which does the very best for their clients. A very big thank you to Daniel Morris for showing empathy towards my small and much needed legal action.

To HHG Legal Group, thank you for a great outcome.  I would recommend your company to anyone seeking legal services."

Jan Atkinson

"Your support this morning was amazingly kind, not to mention your totally reassuring competence, knowledge and wisdom that you used on my behalf.  It was extremely reassuring to have your knowledgeable support, and I particularly appreciated your real and obvious kindness to me. It means so much at a very difficult time. I'm so grateful to you."

Family Law Client

"I highly recommend the services of HHG Legal Group for both personal and business needs. HHG is very up to date with legal advice and are in tune with the evolution of business."

Robert Forgione

"Sue and myself would like to thank HHG for the way in which our dispute was resolved. It is good to know that people who do not have an understanding of the legal system can rely on people like yourself and the company you represent. Without the assistance of HHG we could not have resolved the problems we were facing, not only have we resolved the issue but the outcome was more favourable then we would have thought possible. Thank-you and please pass on our thanks to all those who worked behind the scenes to achieve this outcome."

Rick and Sue Ashton

"Janene was very professional and we established a good rapport quickly. The subject of death and wills can be quite confronting to deal with, however Janene's approach was soft and accommodating."

Lynette Livesey

"A big thank you to HHG for their professional service, continued support, and wide range of legal knowledge. Our clients have given us nothing but kind words regarding HHG Legal Group and so we have no hesitation in referring and recommending Simon Creek and HHG Legal Group for their outstanding services and legal expertise."

Nigel Plowman, Director at McKinley Plowman & Associates

"Simon is a friendly and practical legal advisor. I have received great feedback from the clients I have referred to him and his team at HHG Legal Group."

Richard Beal, Director at BDO

"Over the last few years, I have been impressed by Simon’s legal ability, management skills, entrepreneurial spirit, personal integrity and people skills. He appears to be that rare breed of lawyer – both knowledgeable and commercial."

Michael Malone, Founder of iiNet

"Our family has been a client of HHG Legal Group over many years and most recently in 2013 and February 2014.  Business has included drawing up of wills for three generations and preparing of probate for my father in law.

I would have no hesitation in recommending HHG Legal Group to anyone requiring such services."

Bernice Climie

"You should be congratulated for the manner in which your staff address clients and we found our dealings with your company, once again a very pleasant experience and we would like to truly thank you for your efforts."

Steve Harvey and Jane Powell

"HHG Legal were absolutely fantastic. Extremely responsive and brought calm to our chaotic family situation through their knowledge and caring attitude. Extremely professional from our very first contact with them and they expertly guided our family though the required legal process over almost a 12 month period."

Amanda Williamson

"Fantastic team! They really care about their client. Tim Colcutt is a 'go that extra mile' guy who gives his client his all. I can't recommend HHG and Tim enough."

Kerry Samson

"Anne Hurley has been such a valuable resource of information and advice, her wealth of knowledge is truly impressive and her ability to explain things in a way that makes them easily understood is very much appreciated. Anne and the wider HHG Legal Group are always a pleasure to work with."

Giorgia Parham

"I had a fantastic lawyer in Anne Hurley. She helped me out a great deal with good, sound advice in a friendly , professional manner. First class, thanks Anne"

Graeme Hammond

"Marine Plant Systems has been working with HHG Legal Group for a few years now and they continually provide first class service. Their professional advice has been invaluable to our company."

Carolin Grimm

"We were kept up to date at all times. Pricing was always updated over the time period so we remained "in budget". Personal access to someone whenever I had questions. All in all a great experience without too much fuss."

Rosslyn Tasker - COO AltusQ Pty Ltd

"Good service you can count on."

Miles Lee

"HHG Legal Group have provided outstanding support as I have taken the journey of buying a business, their professionalism is beyound reproach. Their assistance throughout the Due Diligernce process have been invaluable, I would fully recommend them."

Mark Armitage

"I have experienced how good the HHG Legal Group team are over the last 6 years and highly recommend them."

Lyn Hawkins

"Very friendly and efficient service - what a pleasure working with Anne."

Jacques Taylor

"I highly recommend Daniel from HHG Legal Mandurah. When dealing with a complicated legal property matter recently I was extremely impressed by Daniel's honesty and integrity and the legal advice I received. I am very happy with the service from HHG Legal."

Tony Walker