Loyal clients help grow your firm; loyal clients come when they have a winning client experience with your firm.

It sounds simple but in this highly competitive, social media saturated business world its hard to stand out from your competition, to be the firm that your client chooses, again and again.

To ensure you deliver a great client experience you have to know who your clients are and how they are different to each other.

It would be surprising of you only served one client group.

For example, a city cafe or restaurant at lunchtime will have tourist visitors, business visitors and regular local visitors.

To deliver a great client experience, a different approach is needed for each group. A general approach could easily alienate one of your client groups.

With your team, identify your firm's client groups, keep it to 2 or 3 to be easy to manage.

Then go through those groups and get clear on what they value about your firm, products or services similarly (the quality and presentation of monthly or quarterly reports) but also what they value differently (some may want monthly face-to face meetings with the team, others only want one a month and are happy to have video calls, with or without the team).  

You build and improve your client experience when you gain clarity on your client groups (or profiles) and on the scenarios each client group experiences with your product or service.

ONLY THEN can you set about improving the individual interactions your clients have with your products or services.

According to Matt Watkinson in his book ‘The Ten Principles Behind Great Customer Experiences’ these client values show up at 3 different levels.