How to Improve the Client Experience
Posted by Website Director on Apr. 15, 2023 / Blog / Subscribe 0
Member engagement, much like client engagement, requires understanding your audience. Membership isn't just about recruiting new members, it's also about retaining the members we have. The same is true of clients. We must actively engage new and retain existing clients. Client experience is key!
Client experience is how you see, use and interact with a company or association, including website, emails, events and mentorship programs. We create engagement through experience. Your job is to create an experience that is as positive as possible from the second you engage onwards.
Here are some useful tips to employ:
- Understand your clients. Take a pulse of who the clients are and what their interests are to develop content and communications that are relevant and matter to the target audience. Relevant and curated content will keep them coming back for more.
- Make everyone feel welcome. Show interest in what they are working on or talking about. Be authentic and build a relationship with them. You become genuine and approachable when you are authentic, even the introverts in the crowd. While introverts tend to be more thoughtful about who they engage, introverts and extroverts alike can make your audience understand we are part of a larger community of like-minded professionals that share thoughts, revelations, insights and information.
- Add a personal touch. While we are living in a digital world where AI is supposed to help, there is nothing like making your emails, initial contact and content personal. No one wants a robotic, generic email, phone call or communication - they want to be appreciated! You can be direct and still add a creative spark to captivate your audience. This directly correlates to making everyone feel welcome.
- Engage! We want our clients to be engaged. Now, I get it, not everyone is going to attend every meeting, read every email or respond to every question. But we should be driving more engagement through effective communication. Your job is to provide value. Help build and foster connections, show interest in people, listen more than you talk, ask thoughtful questions and make them feel heard and valued.
Everything boils down to building and keeping relationships. You do business with people you know, like and trust. To have that requires effective communication, active listening, empathy and the ability to build trust. Make everyone feel like they truly belong and want to stay!
About Diane Goschler, EIT, CPSM
Director of Marketing, C. Erickson & Sons, Inc.
Diane joined the Erickson team to lead the marketing efforts and assist with business development for the company. Starting her career in engineering, her technical understanding of the construction process and big-picture thinking are key assets in her role. Diane is currently the Membership Committee Board Chair for SMPS Philadelphia.
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