CLIENT DELIGHT STARTS WITH INTENT|

A lot gets debated and discussed on client delight and experience. However, the ground rules for all client engagement starts with intent. Whether internal or external clients(your employees or your end clients) the intent plays a critical role. When we prioritize our needs over client needs we automatically build room for doubt in the client’s perspective. A meticulous study needs to be performed from time to time, to understand what you are offering vs the market availability. In an age where needs and options are unlimited, we need to calibrate from time to time, to keep pace with the ecosystem, and also re-visit what we offer. Very often we take things for granted and fall into a trap of losing our best accounts!! It happens to us not just in business, the same thing is true even for relationships you value, health, and every aspect where we sink ourselves into complacency. It’s a different matter if you have decided to recalibrate some clients or relationships which may not be worth your efforts and time. It is better to part on a good note with clients rather than work for compromised commercials or terms you are not happy with…as that brings dissatisfaction on both sides.

The cycle of ATTRACT -ENGAGE -DELIGHT is something that is a regular phenomenon and not something which is a one-time client acquisition process. Thus one needs to constantly figure out ways to keep up the promises and also delivery practice! Engagement DEFICIT can decline your NPS (Net Promoter Score) While you keep prospects and older clients warm, a strong focus needs to be there for your CBA (Cost-benefit analysis) while promoting your services. A lot of times low pricing can cause burnout to the system thereby impacting delivery qualities. Also too aggressive in cross-selling can have negative impact which can damage an otherwise great impression on a client.

Recently I had a great experience which was soon compromised as the service provider tried to cross-sell too soon! While this is a rampant experience in the health care industry, this one was an incident with an electronic products outlet. I wanted to get a LED tv for my son for his birthday…I wanted the product to be delivered on the same day! While the outlet kept their promise and the manager personally came and delivered on the same day and delighted me… he soon started a cross-sell process of TATA sky etc and all for a higher rate than the market which disappointed me. As TATA SKY installed my old connection at no additional cost. Today’s customers are way more informed thus one must keep up to speed in offering the best price with the best support…that’s what has potential for delight.

6 Ways to revisit your intent and CDI(CLIENT DELIGHT INDEX) -Works for all client delight matrix –

1. Prioritize Client Need over yours -Think of the client first rather than your needs. The moment this long-term client need is married to a genuine intent to be your best, ideas will keep coming to you. Its a daily management and not one time fill it – shut it plan!!! A daily weekly evaluation needs to be optimized.
2. Survey the Market vs Your Offers -Optimize your R&D and sales team to keep a watch on what you can offer next rather than basking in counting your revenue numbers. Nokia is a perfect example of how they lost the market share to Samsung and iPhone.
3. Retain with WWW (Work WIN-WIN) -When you have win-win in mind your sweat reduces and your game to delight is enhanced. Even if you have a single client the ‘triple W’ can keep you and your client happy!!
4. Replace Complacency with Attract/Incentive -Delight is not the destination, its the trigger for a new starting point of attraction. When your incentives for attraction are magnetized the cycle continues and so does your presence.
5. Engage with Enthusiasm & Encouragement -Is your engagement flat customer service survey requests, experience assessment or a force for cross-selling!! Think of engaging your client with enthusiasm and engagement for the new possibilities. One great example that I witnessed was the BMW event where they have their vehicle testing experience for prospects and the public. A great way to expose your products’ unique features to new prospects.
6. Know & Refine your USP (Unique Selling Proposition) -As a product -service or entity exploring and refining USP is one of the best ways to remain on top of your game. You can be a market leader or follower based on how you define your USP.

What is your intent while serving your target audience? How do you manage your triple W? Do share with us your USP defining process and how you constantly AED (attract -engage and delight)!! Do you feel this AED can be applied in your personal life for more happiness -harmony and health…Where can you start for best results?