Client Experience:
Creating a competitive edge

You only have one chance to make a first impression. If you think that a client’s experience begins when they step through your door, we’ll have to politely disagree. It begins at their first point of contact with your firm. And for most of your clients that first interaction isn’t with your friendly, front-desk staff – but rather it’s online, on your firm’s website. Your website is an invitation to current and prospective clients to choose you, so ensure it conveys the right message.

Beyond providing 24/7 access to essential information (e.g. office hours, location, etc.), your website sets client expectations. Think about it this way, if you received an evite to a backyard gathering, you would likely assume that the event was casual. However, if you received a formal, printed invitation to the same event, you would (hopefully) skip the cut-off shorts. The same is true of your website. If a prospective client visits a modern, mobile-friendly (FYI – 80% of Internet searches are done on a smartphone^[1]) professional website, they assume that persona will carry over to both the physical firm and the care they receive. What if they don’t have a good website experience? Chances are you’ll never know, because many prospective clients will simply move on to another firm’s site. In fact, according to a Stanford usability study, 75% of users admit to making judgments about a company’s credibility based on their website’s design. ^[2].

Ok, so you’ve got clients in your office, now all you must do is wow them with services, right? Alas, there are a number of components that factor into overall client experience. Some are on the peripheral (complimentary bottled water and WiFi can be nice touches) while others, like interaction with you and your staff, are more central. Most importantly, they want the experience they first start with on your website to be reflected all the way through the actual meeting.

Once the initial visit is over, and the client schedules their next appointment, post-visit communication is a great way to differentiate your firm and show clients that you care. Extend the client experience by requesting clients for their feedback with a follow-up satisfaction survey and/or review request.  In return, your firm receives valuable feedback and online reviews, which is more important than ever given that over 72% of people trust online reviews as much as a personal recommendation.

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Client Experience: Creating a competitive edge

Client Experience:
Creating a competitive edge