What’s your client’s experience?

July 25, 2013 by

When was the last time you thought of your interaction with a business as an experience? Most of us don’t—until we have a bad one.

When my husband and I purchased a new camper, we sought out a loan with the lowest interest rate. As a result, we have a new relationship with a bank we have not done business with in the past.

Five days before my first payment was due, I received a letter from the bank confirming my loan total and monthly payment amount. Instead of providing the payment book originally promised, I received a web address to make an online payment.

Slightly irritated, I went straight to my computer to make the payment. After searching the home page, I finally found a blue button to gain “instant access” to online banking. I was immediately asked for my account number, which I had not received.

Little by little, my account access was becoming less instant. I called the 800 number on the letter. After weaving through the automated phone system twice, waiting on hold for a total of six minutes, and talking to two representatives, I finally received my account number. I never expected a company to make it so difficult to pay them.

Now, obviously this experience has frustrated me. I will not recommend this new bank or seek out another loan with them, because they did not make it easy for me to do business with them. They may have a better rate, but they did not deliver on the customer experience.

What are your clients’ experiences? Do you make it easy for them to do business with you? Have you actually stopped to ask your clients how you are doing?

If not, this is a great time to solicit their feedback. It can be as simple as sending a short survey. A well-crafted client survey can provide you with valuable feedback about you and your firm. It can also help you increase client retention, strengthen relationships, capture testimonials, and gain new referrals.

Plus, your clients will be flattered that you took the time to seek out their opinion and provide them with a more meaningful experience.

Download our survey tips here to help you create your own client survey.

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Courtney Redfern

Courtney Redfern has worked for Brokers International since March 1999. In her current position, she helps drive outbound marketing, which includes strategy, copywriting, and overall project management. You can pick up a few marketing tips from Courtney through her blog entries on Step-by-Step Marketing. In her free time, Courtney enjoys reading, shopping, and any activity involving her family.

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