client perception is your reality

A McKinsey study found that a consistent customer experience will increase customer satisfaction, build trust and boost loyalty
Whether it’s a first date, a new restaurant, a test drive in a new car or an interview with a potential employee without doubt we all succumb to making a judgement – whether that assessment is accurate or not it influences our engagement with that person, item or environment. Same applies in professional services or B2B.  Your prospective and existing clients make assumptions about your business and services at the outset and in fact via every touch point along the client journey. But how do you ensure their overall impression is a positive one?  

Think of the 3 C’s - Consistency, Consistency, Consistency.

​Inconsistency can imply an unprofessional setup, a lack of attention to detail and in turn can reflect how your service might be delivered. Simple changes can make all the difference.

Bearing in mind the 3 C’s consider the following questions for your business;

• Have you a clear brand which is consistently applied on your website, digital channels, proposal documents, advertisements, letterhead, business cards, newsletters, factsheets, emails, in your reception area, at any events you hold or sponsorships you are involved with? Logos printed poorly or not at all, differing messaging, colours, fonts, typos!............I’ve seen it all……………..but getting the simple things right goes such a long way to delivering a strong consistent look and feel. 
• How do you describe the firm, your service offering, your USP (Unique Service Offering), your culture? But what pitch do your fellow colleagues give to potential clients? Does it differ from yours? Are you all singing off the same proverbial hymn sheet?
• Are there standards in place which ensure that every point along the client journey is consistent? From the moment that person engages with your business, perhaps by viewing your website, to when they make contact, are in receipt of your services to deciding to discontinue using your firm, what is their experience? How does that experience differ amongst those individuals?

Above are just some of the areas to consider. Someone whom I admire greatly is Commander Chris  Hadfield, who said “An astronaut who doesn’t sweat the small stuff is dead.”  Whilst thankfully the same fate does not await a professional services firm or B2B, attention to detail will make you stand out. Essentially the question to ask is do your clients get the same look and feel from every point along the client journey?

A thorough marketing health check or audit will help to understand how consistent your firm is and help you in formulating and implementing a plan to deliver the 3 C’s to your business across the client journey. Contact us to find out how we can assist.