Elevating the Customer Experience originally from October 5th, 2018 FPC Newsletter
Written by Trevor Botts
Elevating the Customer ExperienceThe last week in September, the entire FPC team got together for a training summit where we discussed how to elevate our customer experience and improve the delivery of our system to our clients. As we went through the exercise of evaluating our program from start to finish, I compared the process to how wellness practices deliver their educational programs. We reviewed the eight phases that all customers go through as they work with a business. I want to introduce you to the first six phases and encourage you to consider what your team is doing during each phase to take great care of your clients.
The potential client is deciding if they want to do business with you. They are hopeful that you can help them, but they are also cautious. You need to convince them that you can satisfy their needs, while also delivering a positive initial experience. This starts with the qualifying call – the first point of personal contact – and extends into the presentation where you offer pre-education and an opportunity to act. You only get one first impression, so the person taking these phone calls needs to be AWESOME – friendly, energetic, etc. The potential client should get off the qualifying call thinking that this event will be special. Once they arrive for the presentation, give them with a great experience. We call the presentation “The Unforgettable Show” because it should be an event that is memorable and motivating. The Assess phase continues through the client’s first visit to your office. Questions to consider: How are they received? Is your team happy to see them? Do you help them feel at home? Offer tea? Does your office tour build excitement and anticipation for the consultation? Does it help the client want to become a part of the family? During the consultation, are you talking to the client like a close friend or loved one? Can they tell that you care and that you can help them?
During this phase the client admits they have a problem and believes that you can solve it. This is the moment where you “close” the ROF. The client feels joy and excitement that the search is over. A rush of dopamine helps the client feel good about the decision they just made. Are you and your team sharing this excitement? Are you just as excited as they are? What are doing to celebrate the moment? Do you take a picture with the new client?
In this phase we work to overcome the “buyer’s remorse” that often follows important decisions and large purchases. The euphoria that the customer felt at the moment of purchase dissipates as levels of dopamine go down and the person starts to feel regret. A welcome call at this moment helps to “affirm” the commitment and remind the client that they made a good decision. A welcome card in the mail a few days later is another great addition. Flowers delivered to their place of work is a nice touch and can also be used as a referral tool. What are you doing to “keep the party going” after they sign but before they’ve started to reassure the client that they made a great decision to work with your team?
This phase typically starts with the Orientation visit – where the client gets their materials and starts their wellness program. They are excited but also anxious. They might be nervous that the program won’t deliver the results they are hoping for. Do you have things setup and organized to introduce the client to the program in a clear, easy to understand format? Remember, you may have done this a thousand times, but it is the client’s first time. Are you holding their hand and walking them through the steps? This is the moment where you need to start to deliver on the promises. You only get one chance to get this right. If the client gets off to a great start, they will have a positive experience with your team.
At this point the client starts to learn about your program, systems, and the culture of your office. They are at best unsure and at worst frustrated by their lack of familiarity with the process. Hold their hand to make sure they have a positive experience with your services and start to feel like a welcome part of the group.
As soon as the client starts to see the results of going through the wellness program, they will likely excited, but at the very least they will feel satisfied that they made a good investment with your team. Do you celebrate this moment? Do you ask for a testimonial? Referrals? Too many practices wait until the end of a program to ask for testimonials. Be sure to strike while the iron is hot.
As you work on building your business systems, consider what you are doing at each step to create a special experience for your clients.
*Concepts adapted from “Never Lose A Customer Again” by Joey Coleman