My philosophy has always been, the more things are systemized, the less opportunity for negligence and the greater chance your clients will experience a superb experience.
For that reason, I always create systems with client experience in mind. Clients inform their purchasing based on experiences they have.
If the experience is good, they’re more likely to make a purchase. If the experience is subpar, they won’t hesitate to walk away.
Good news is, if they enjoyed your experience, they will come back time and time again. It’s exactly as that old saying goes: if it ain’t broke, why fix it?
Have you ever had a friend who says “oh, that’s my table,” at a restaurant? Or, will only use one specific treadmill at the gym?
If their routine is thrown off, their perception of their experience will be skewed, regardless if the actual service was all that different.
I like to use the example of McDonald’s or Starbucks; no matter where in the world you are, the product is the same.
It is reliable, dependable and familiar, thus drawing a natural feeling of comfort, no matter the circumstances.
You could be traveling to the far corners of the world, but when you see a McDonald’s or Starbucks, you know exactly what to expect — no doubt about it.
Consider these two important criteria when it comes to formulating systems and processes for your business:
Altering the client experience every time they meet with you can deeply impact their relationship with your business.
Regardless if the changes are positive or negative, they can have an impact on client purchase decision and how they perceive your firm.
Here are a few practical examples, you can put into practice right now:
In my firm, we have hundreds of processes we use, and quite a few of those are specifically for client interactions.
We take extensive measures to make sure the woman in the relationship feels her contributions are equally as valuable as the man’s. Many times, women come into our meetings with the expectation of sitting on the sidelines.
To combat this, we always position the woman at the head of the table, by serving her drink in this spot ahead of time, or politely directing her to the seat.
The idea of doing so is clients tend to select the same seat in subsequent meetings. If we’re able to control where they sit from the get-go, we can control the experience and make it the best it can be.
Remember, systems constantly evolve and must be refreshed with the ebb and flow of your business.
It’s not normal or feasible to believe the systems you have in place today will suffice 5, 10, 15 years from now. They may not even be applicable in the next couple months!
In the early 2000s, we had a situation where my assistant was out of the office for over four months, due to serious personal issues.
To no fault of her own, we had no idea how she did her work and couldn’t emulate it in any way.
It was at that time I started documenting, very specifically the systems we had in place, so a similar situation would never happen again. It was time-consuming, arduous work, but the payoff was huge and very much worth it.
Being proactive when it comes to systems is the biggest and most important advice I can give you.
Here are a few areas where you should consider applying systems and processes:
Remember, this is just a starting point. You will likely have more systems and processes, which are appropriate for your business.
Seven Figure Firm: How to Build A Financial Services Business That Grows Itself is available as a hardcopy or eBook!