Episode #328: Creating the Perfect Client Experience
TAYLOR BRADFORD: You are listening to episode number 328 of the Boss Girl Creative podcast. Today I’m talking about how to create the perfect client experience onto the episode.
Hey, welcome to Episode 328. I’m your host, Taylor Bradford. Thank you so much for tuning in to this episode. It is one of my favorite topics to talk about. So outside of my pillar series, which I absolutely think is super important to starting your business, growing your business up leveling your business, however you want to look at it. The pillar series is very, very important in that process, creating that strong foundation. But I also think client experiences, client journeys, customer experiences, customer journeys, however you want to fill in the blank, whether it’s client or customer, that this is what will distinguish you from all of your competitors, this experience this journey. And so that is what I will be talking about today is how to create the perfect client experience, taking your business next level, getting the referrals, etc, etc. This is Uber important and I think is such an incredibly important part of your business. So that’s what we’re going to be talking about. Today in Texas, it is Thunder storming, which I am so incredibly grateful for but you may hear thunder in the background, it is pouring rain like cats and dogs which we so needed. And I know there was a cold front that came in with this thunderstorm event and I’m here for it because it’s been hot and we’ve not had a lot of rain. So anyways, if you hear thunder, I’m sorry that’s in the background that won’t be able to be edited out and we’re just going to be grateful for the rain and the thunderstorms.
Before I dive in to this most incredible episode. I want to remind you that the Inner Circle membership is currently on a waitlist, the doors will reopen December 1 if you want to get yourself on the waitlist and be alerted the moment that doors reopen go to Boss Girl Creative comm forward slash Inner Circle, I promise you, you don’t want to miss out when the doors reopen. Get yourself to the next level with the Inner Circle membership starting in January. That is like literally were almost in fourth quarter. That is crazy. 2022 will be upon us before we know it, so get yourself on that waitlist: bossgirlcreative.com/InnerCircle.
Okay, let’s dive in. Again, one of my favorite topics, how to create the perfect client experience or customer experience. Okay, so I’m going to be talking about this through the eyes of Sugar Creek, the New Roofing business and a little bit for Boss Girl Creative. And the inspiration for this week’s episode is from a conversation I just had with a current coaching client and she’s stepping into a new business and working on building out a brand-new website, and what all is involved in what should be on the homepage, etc. And at the end of the day, your client experience starts as soon as the first impression happens. Now this could be out on social media, or this could be your website, depending on your niche. So for the roofing business, it’s most likely going to happen either by knocking on somebody’s door, or they find our website. It may or may not happen out on social media. For Sugar Creek, this absolutely happens out on social media, or through my ad on Google which then gets them to my website. And with Boss Girl Creative it might start with finding my podcast on their favorite podcast listening device and then landing over on my website. It may not happen through social media, I’m not super active with Boss Girl Creative on social media. He just is what it is. But that client experience starts as soon as the first impression happens wherever that might be. And that first impression includes the feel that they get the feel that they get when they either see your social media or land on your website, your initial touch point so it starts with your initial touch point, which is website social media and your messaging. And you only have about eight seconds to grab their attention from your website. So you’ve got to make that time count. So with roofing, and with our website, our services page includes the process of how to work with us and how it will go moving forward on working with their insurance company. And we do this with drop down. So step one, step two, step three, step four, the biggest thing that I have seen in the last however long Chad has been in the roofing industry, is that nobody is educating the consumer on the process of working with an insurance company, by making a claim to have their roof replaced, or fixed, or whatever it might be. And this really makes me sad. And so if you have a home and you are the home owner, or even if you are a renter, and you know your landlord fairly well, let me tell you, after a hailstorm, or any kind of storm that causes damage to the roof, getting an insurance company to pay and to pay properly to replace the roof. Apples to Apples is an absolute nightmare. It is not easy, because insurance companies are in the business of making major profits, they are not in the business of paying out like their three DS or defend, deny and delay. And they will do all three to not pay properly or pay at all. And it’s quite disturbing. nobody really talks about it. And it’s super frustrating for the homeowner. And we want to be able to set the expectation for the homeowner upfront by walking them through the process. So that we kind of set the expectation on how this will go and educate them along the way. And even educate them before we even get started. That is way important to us. Because it’s not as simple as filing an insurance claim and getting your roof replaced. Oh, they make things so hard. And they don’t want to pay out what they should pay out in. Oh my goodness. So with our website, we want to explain that process so that we’re super clear that this may take longer than they had ever previously thought about. And while you might have a really good relationship with your insurance agent, at the end of the day, they are also in the business of making money. And if you do not make a claim, they receive a bonus. So they may even deter you from making a claim. If you called your agents that, hey, I think my roofs got damage, they may try to even deter you from making that claim because it will affect their bonus. Now, if they are in the business of long term client relationships, they will encourage you to make the claim and not worry about that part. But there are greedy people in the world. And that’s just how things are we’ve encountered it a handful of times over the last few months where the insurance agent was like, and I don’t think you should make a claim and the roof is falling apart, or the roof has major hail damage on it. And that doesn’t serve the customer at all. Because at the end of the day, if you don’t get it fixed in the right timeframe, and you continue to have damage on your roof over time the granules of the actual shingles start to fall away, and then you can’t see that Hail Damage anymore. And then the insurance company is like too bad, you’re gonna have to replace that out of pocket. And who has $30,000 to replace their roof because yes, that’s what it costs. So it’s super frustrating. And we want to be able to nip that in the butt right out of the gate and be very clear and transparent about how this process works. Which is why I am working to set up our website so that we can start the education process right out of the gate that’s important to us. Now on the Sugar Creek website, I talked about how my collection is tailored. And my collection helps turn ordinary events into tailored experiences. And I walk the client or the customer through the process, you browse our collection, you schedule a console and then you reserve your favorite rentals. And then with Boss Girl Creative I talk about how to get started with listening to the show how we can work together joining the Inner Circle. I also have up in my navigation bar a start here which showcases the last six episodes shows you how to subscribe to the newsletter and also break out the various tracks or categories of the podcast so that you can dive in, based on what it is you’re interested in learning your website, that initial touch point, you’ve got to be clear and concise from the very beginning, you’ve got to make them feel something so that they click through and start that client experience or client journey with you. Okay, so let’s move to the next phase, which is the inquiry process. Now, you’ve captured their attention. They love what they see, now they’re going to set out to enquire with you. In your inquiry process, I want you to think about how you want them to actually contact you. Is it through email? Is it through a form? Do they need to text you do they need to reach out on social media, like you need to figure out how you want them to contact you. Also think about what questions you want them to answer, and specify how soon you’ll get back to them. You can create canned responses for some of these things, which I’ll talk about in later part of this episode. But this is what I want you to start thinking about with your inquiry process.
So with the roofing business, I’m still working on actually setting this all up. But I want a potential client to ultimately come through a contact form, if we’re not out knocking on doors, and they find our website, I need them to come through our contact form, because our roofing software that we’re using now has a feature that allows me to embed a contact form that directly comes back in to our lead system, so that everything’s already there. And I don’t have to repeat that process over and over and over. And I’m actually really grateful because they just added this feature, because I was trying to figure out how to use I think I’m using ninja forms and zaps through Zapier to make that lead, go into our platform. And I got an email yesterday that said, Hey, you can embed your contact form and it’ll pull it over. And that’s brilliant, because that’s what I use through Dubsado, which is what I use for Sugar Creek. So still working on the process. But I do want a potential client when they land on our website to come through a form. And I want to ask the questions. So we best know how to serve them, I’m going to be creating a question so that we best know how to serve them. What stage of the insurance process claim they’re in. If this is a Hey, I know I have damage, I need you to see how much damage I have, or I’ve already filed a claim I need a roofer, etc. So our inquiry process does start with a contact form with questions that help us clarify and quantify where that customer is in their own journey. With Sugar Creek, all roads lead to either creating a wish list or filling out my inquiry form. So I very, very intentional with the questions that I’m asking. So even if you fill out a wish list, once you submit the wish list, you’re going to answer the same questions as if you were just coming through my inquiry form. So very intentional with my questions I want to know as much info as possible about their event. I also want to know if they’re willing to meet our rental minimums, and I’m about to make a change because my rental minimums are at $1,000 right now as of this recording, but that doesn’t include delivery and fees. So it’s still not an accurate spend level that I need them saying yes, I’m willing to spend that much money. And it’s a qualifier for me because I don’t want them to waste their time in this process. And I don’t want my time wasted. So it’s very intentional why I do this. And so I will be making a change to say, Hey, this is what the minimum spend level is. Are you comfortable spinning that just so that I’m super clear on what it takes to work with Sugar Creek again, I don’t want to waste anybody’s time. Okay, with Boss Girl Creative there’s not really an inquiry process because right now the most important thing that I’m selling his the Inner Circle membership. So outside of me directing traffic to that whether or not it is getting signed up into the Inner Circle during the open period, or putting them on the waitlist. There’s really nothing else that I’m directing traffic for. So that’s kind of how the inquiry process works for basketball. Alright, let’s move into the next step, which is the booking process. You’ve got to make this part four fluid and easy for your client. Use a CRM, a client relationship management tool that will help keep you organized and sending your contracts, your invoices, your emails, your workflows, your etc. Use a CRM to help you do that. And there are plenty of them out there available. If you’re in the creative world, you might consider Dubsado you can test it for free. And then if you like it and want to set up service, you would get 20% off your first month or 20% off a full year by using code Boss Girl Creative. Yes, that is my affiliate link. I love Dubsado. I’ve been using them for a really long time. And it is literally the game changer in my Sugar Creek business. hands down the best CRM, I’ve tested several of them but that is the one I use. You could also look at honey book or 17 hats. Both of them are friendly in the creative entrepreneur space. With roofing we are using accurate links and that is very specific to the roofing trade. So if you’re not in roofing, you don’t need to use it. And you’ll find a CRM I promise you it is a game changer in your business. It just as a game changer. So with the roofing business, we can capture leads and be able to send our contracts or invoices through the platform. It’s also a project manager. So we will be able to track the progress of the roof and all the other trades associated to the roof like gutters, garage doors, hv AC screens, etc, whatever else was damaged in the storm. And this will make my life easier because this is a part that I will be managing behind the scenes. So my husband will be doing the sales and I will be doing the admin stuff. And as we grow our salesmen can use a tablet out in the field to create client packets on the go that will allow them to actually close the sale right then and get the client to sign a contract packet. This is brilliant, and will make our lives easier. They can also take photos out in the field and directly upload them in to the clients job folder. I am loving this platform. Wish Sugar Creek again, like I said I use Dubsado you can try it for free. If you want to actually sign up for it use code boss girl to receive 20% off your first month or your first year however you want to be billed. And after the initial inquiry with Dubsado I schedule a consult with them. And these are templated emails that I’ve already crafted. So if they are doing an in person console, I send one particular email that links to my scheduler that allows them to choose a date and time that works in their own schedule for an in person console. If they are wanting a phone console, I send a different email that links to my scheduler for them to select a day and time that works for them for a phone consult. After the actual console happens, I send a proposal if they move forward, I send a contract an invoice etc, etc. I love Dubsado for Boss Girl, when the doors open for the Inner Circle membership, I send emails to the people on the waitlist, and I wait for them to add themselves into Patreon or watch them sign up. And then I send a welcome email and a welcome message through Patreon and then get them into the Facebook community. So that is the inquiry process through my current businesses. Now let’s move to the next step after bookings. So after the client has booked, make sure your client feels loved during the waiting time, because there is going to be a waiting time whether it is a couple of days or a couple of months or even a year. You want to make them feel loved and attached to you during that waiting process that in between the booking timeframe. And before the services are rendered or the product is delivered. That can be welcome gifts. That can be an email drip campaign with helpful tips that can be homework that you need them to fill out. It can be a fun quiz to get to know them. It can be a fun madlibs to get to know them. Do something that keeps them being interactive with you. keep them informed set expectations of the process as soon as they book stick to your deadlines exceed them where possible. So with the roofing business, I’m still crafting this. Maybe I send them a new welcome mat for their home. Maybe I started drip campaign that sends them tips for maintaining their home. Maybe I send them an email about what happens next. With Sugar Creek, I send an official booking email that walks through the next steps, explains when they’ll hear from me next unlocks the super-secret society of Sugar Creek, which is our perk program for becoming a client. And with Boss Girl Creative, I send a welcome email. And as soon as I get them into the Facebook group, I welcome them to the group and ask them for an introduction. And also send them dates for upcoming sessions that happen within the Inner Circle membership. Okay, let’s move to the next step. The after the experience step. How can you keep in touch with them? How can you extend the relationship with them, you might consider following them on social media. Pay attention to them and their news that they share on their social media. Send them birthday cards, send them anniversary cards, send emails that continue giving them tips related to whatever it is that you sell or offer. Follow up with them at six months at a year, send. After the services delivered or the product is delivered a follow up email, ask them for a review. Ask them to fill out your address book. So I use Postable for Sugar Creek and this helps me keep track of their birthdays and it makes it super simple to send a card through the mail. Also, do not forget to tell them how else you can work together in the future. So with Sugar Creek, it’s really frustrating because weddings are a one off thing. And I don’t get repeat business very often. And so I want to be able to educate them in the process of how we can work together in the future, they can rent our studio for photo sessions, they can host a backyard dinner party, they can host a baby shower or some kind of a shower in the future and use our rentals. So with the roofing business, after the experience, what we do or what we will be doing is a QC process. After the roof goes on QC, meaning quality control, we will reroll four nails to make sure that the nails were all picked up to the best of our ability, pick up any extra material that didn’t get used, we will knock on their door and ask how they felt the process went and actually ask them for a review. Right then we will take follow up pictures of the completed job. And that’s actually what we submit to the insurance company so that they released the final check. And we will talk about our referral program, we will send a quarterly email with home tips like I think that’s what I plan on doing. And in the follow up email I just had a kind of a Oh, this would be a good idea is to send a before and after photo and encourage them to use that in their review. And that way their before and after photo we can also use on our own social media and attach it to their testimonial. Brilliant. Okay for Sugar Creek, I send an after event follow up email. And I talked about how Sugar Creek can be a part of their everyday like I just mentioned. And a remind them about this super-secret society of Sugar Creek, which is our perks program and ask them for a review and ask them to fill out our address book aka Postable. So that I can send them a birthday card, anniversary card, whatever dates they choose to give me. And as soon as their photos land in my inbox, I will schedule them into our blog so they can share their event out on our social media. And with boss girl and the Inner Circle membership, there’s really not an onboarding process because it’s an ongoing membership, but something for me to consider in the future.
So those are the steps of creating and crafting that client experience. So let’s walk back through it starts with that initial touch point, your website, your social media, your messaging, then it moves into the inquiry process, then it moves into the booking process. Then it moves into the after booking process. And then finally the after the experience process. So when you begin to craft what this looks like, you need to write it all down, start to finish. Map it out. Brainstorm how to make it even better. If you already have all of this brainstorm to figure out how to make it better. And then work on crafting creating your canned responses. This can be your initial inquiry response, your welcome response, your offboarding response, and then figure out how to automate and create your workflows.
What parts of all of this process can you automate and what parts can you pseudo automate? And what I mean by pseudo automate? Is – there are things in the canned response that you need to change out so that it is tailored to that actual client. For example, if my client comes through and wants a phone console, or a warehouse console, I’m inserting the venue that they’ve told me they are getting married at, or hosting their event at plus their event date, and the city because I want to make sure that I received the right information from my inquiry form, so that I can reconfirm that information is correct. There has been a couple of times when I’ve received a client inquiry, and the date was way out in the future. And I always wonder, is that a typo? And are they gonna think I typos, but they can’t see the response they sent to me. So it’s just another double check for me to make sure that I have the right date, the right venue and the right city for their event before we ever have a conversation. So that’s how and what I mean by pseudo automate some of the process you can have the canned template response ready, but there might be things that you need to swap out to make it more personalized to that client or customer.
So now it’s time for you to get going on either revamping your client experience or creating one from start to finish. I promise you this will next level your business this is very, very important. So get out that pen and paper and let’s start brainstorming because this is what will take you and your business and set yourself apart from your competitors.
Thank you so much for listening to today’s episode. If you found it valuable, I hope that you’ll share it with your business bestie and until next week, I hope you have a great rest of this one.