February 2025 - The Client experience
What do you want your client to experience when they work with you? What about your referral sources? What about returning clients? These are important questions to ask and why you may not see this as a traditional marketing topic, it is every bit about your marketing.
If “experience” equals our company’s brand, then you better believe the client experience is a focal point worth putting your time into.
We also believe that experience is part of in-person marketing. From the experience people have when they call your office to what it’s like when they are greeted at the front desk to what the experience feels like when they exit your sales cycle. All through the experience, we are marketing our organization and it very much impacts the lasting brand vibes our clients, customers and referral sources have.
This month I want you to take time to identify each major point on your client’s journey through their experience with you. If you’re a nonprofit you can choose to do this from a donor’s perspective or a volunteer’s. You don’t have to get caught up in the minutiae. Just try to identify the major stages or milestones on the journey.
The starting point = the way a client may encounter you for the first time. There may be several starting points so feel free to take time to do this several times depending on the person (client, referral source, partner, donor, etc.) and the starting point (referrals, social media, sales call, etc.).
I like drawing this out in a timeline. So get some paper and get to mapping! We’ll come back next month to dial in the specifics.
