In the last decade, “delighting the customer” has been quite popular in digital marketing. Clients have focused on user experience both online and offline. A delighted customer becomes loyal with brand affinity and drives long-term growth through positive word-of-mouth.
At Perficient, we manage two levels of delight: our clients and their customers. By delighting their customers, we also delight our clients.
In this article, I’ll share best practices for delighting clients and how to foster client feedback when they are not delighted.
Intentional Empathy
Treat others as you would want to be treated – intentionally. Listen to understand, then repeat back what you heard for validation. This approach helps you support the client’s goals rather than imposing your will. Your reactions to their comments speak volumes, so aim to be seen as a true partner.
Optimistic Realism
While we want to maintain a positive outlook, it’s important not to be overly optimistic. Clients seek reassurance that their partner is capable and ready to help. However, we must remain realistic. Overpromising can lead to dissatisfaction, so start with positivity then address potential challenges and how to mitigate them. North Star Goals fit nicely within this mindset.
Transparent Caution
You win grace with clients through transparency, but it’s important not to alarm them. You want to be open and honest at all times, but there is no need to overwhelm them with your fears and opinions. Overdoing it can create doubt, so be mindful of how you share feelings versus facts.
Six Delightful Wins
Here are some practical tips I use to delight clients:
- Start with a quick response. Don’t wait a week to reply. A basic question asked too late is embarrassing. You don’t want the client to feel unimportant.
- Send updates sooner than later. Hope is not a strategy. If things might go off track, warn the client right away. It’s better to overcommunicate and adjust later if they prefer less.
- Look for an initial fix, then a permanent solution. Clients appreciate speedy fixes. Identify the true pain point and see if there’s an immediate solution. You can always follow up with a more permanent fix later.
- Assume you are wrong. I like to say, “Assume the problem is yours, then prove otherwise.” This shows ownership and prevents defensiveness, which can waste the client’s time.
- Celebrate. All work and no play makes Jack a dull boy. People love to be celebrated and recognized. Spread positivity within the team and to the client to give everyone a reason to smile.
- Apologize. Apologies are free! If you miss something or handle a situation poorly, own up to it. Most clients will appreciate your humility and good intentions.
When the Client is Not Delighted
We don’t live in a perfect world, and it’s impossible to please everyone all the time. We’re fallible humans, and so we’ll continually struggle to meet these standards despite having the principles in place. It’s the pursuit of greatness that counts.
Sometimes, a client may simply be hard to please, or plans may fall apart. You might be overwhelmed with other work, or the team may not be the right fit for the task. Life happens, and there are many valid reasons for an unhappy client, despite your best efforts.
In these situations, it’s crucial to have a solid client feedback loop. This allows clients to voice their concerns safely, without fear of hurt feelings or repercussions. While you may have reasons for falling short, avoid becoming defensive. Instead, embrace the criticism and turn it into something constructive. Treat it as a lesson learned, adjust accordingly, and strive for continuous improvement.
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If you are looking to be delighted by your digital agency, reach out to your Perficient account manager or use our contact form to begin a conversation.
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