Have you ever thought about making your clients happy into a proper business goal? Customer satisfaction through improved customer experience is a beneficial business objective. At the end of the day, most businesses need happy clients in order to sustain themselves. There are numerous benefits of keeping client happiness as a business metric that we’ll dive into throughout this article.
Why should happy clients be a prominent business goal? If you’re just in it for the money, the best way to make the most of it is by having a loyal customer base who love you. You can’t achieve this without happy clients. You can’t run a sustainable business without them.
When the end goal is a happy client, you approach the whole sales process differently as well as the entire customer experience. Let’s run through a few different ideas before I tie it all into web design and branding.
What does having happy clients even mean?
Happy clients aren’t made by merely delivering on the promise or offer you’ve given them. It’s being attentive. As you’re working through the project, you’re essentially making sure that the client is okay and good. You’re building a relationship.
While you’re working with your clients at any given stage you might be asking yourself: do they understand everything? Do you have any questions or concerns? Do they know why something is important? Do they see the big picture that I’m seeing?
People notice when you build a relationship
Trust me when I say this: it shows. People notice when you’re attentive.
I’ve been there on both the sides, the receiving end, and the giving end. I’m sure you have too. I’ve hired people before who are just there to, you know, make some cash and fix a problem for me. Although there is nothing wrong with that, it doesn’t give me a reason to hire them again.
This lack of personal attention is the reason not to hire them again. There was no connection – it was just a transaction. It’s the same expandable experience such as shopping for milk or gas. We get the product, it works and gets the job done but if the next gas station over has a cheaper price or a shorter line we’ll go there without a second thought. There is no loyalty there because there was no impression made.
Happy clients who feel heard, seen and valued – those who feel like you’re paying attention to them – will go beyond to make sure that they are loyal to you. That loyalty can take a few different forms, of course.
Building relationships with your customers earned through authentic communication leads to customer loyalty. Loyalty is key, especially when things go wrong because your customers cut you slack. And when you tell them you’re working on a resolution, they actually believe you!Being Human is Good BusinessWhy creating happy client should be an important goal?
The most obvious form of loyalty is return business. It’s excellent for recurring services or product purchases such as mentorship, coaching or running shoes.
For one-off purchases such as buying a car or a house, these happy clients will graciously and eagerly refer you to all of their friends and anyone else who will listen because their experience was that much different, mindblowing and memorable. They will sing their praises for you; no doubt about it. They will tell strangers asking for recommendations. That’s how you build a solid reputation.
People will always remember how you made them feel. When you’re actively making sure to keep your client happy, they will feel safe and taken care of. To a growing business, that’s invaluable.
More than a good review
Another thing I want to point out is that when you aim for happy clients, it is it isn’t just about you. It’s not about ensuring they leave a great review. Think of it as a long-term gain, that will pay off in the long run because happy clients are the best way to build yourself an astounding reputation.
You can’t achieve this if all you care about is a good testimonial and getting the clients in and out as quickly as possible. That, in itself, makes running a business so much harder because you’re relying on a high turnover rate. When those leads slow down or, god forbid, stop coming altogether, your business will hurt. That’s when a solid reputation can save the day. You can easily reach out to past clients and ask them for referrals. Doing so is hard when the relationship was merely transactional.
A Loyal customer is a treasure you should keep and hide from the world. According to the White House Office of Consumer Affairs, on average, loyal customers are worth up to 10 times as much as their first purchase . Some research says that it is 6-7 times more expensive to acquire a new customer than it is to keep a current one.Lucjan Kierczak
Don’t forget: as a business, it’s your responsibility to add value. Unbeatable client satisfaction (aka happiness) is an incredible value. Just because you solved, their problem doesn’t mean there is a reason for that client to keep doing business with you. When that’s the case, it means you will have to spend more time, effort and money on gaining new leads which is a lot more expensive than repeat business.
Stops clients from price shopping
People will pay to be seen, heard and taken care of. People will keep coming back to you, and only you, if there is a relationship. Otherwise, they’re bouncing to someone who can do the same job faster or cheaper.
Benefits of relationship building
Many of the “new” successful business owners from Jenna Kutcher to Gary V made a name for themselves by taking the time to make sure they build relationships instead of transaction. That’s what ultimately happens when you try your hardest to make your client happy.
It’s also the key to building a fantastic reputation for yourself which is indispensable. When your reputation grows, you gain higher visibility, of course, but you also reach better types of clients with bigger budgets that match your preferred projects and your ideal kind of problem-solving.
… companies that prioritize customer satisfaction grow and increase revenue. Those that do not, don’tNiel Patel, The Benefits and Importance of Customer Satisfaction
Soon enough you end up being in a position where you can pick and choose who you work with. You get to pick and choose your prices, your hours, etc. It allows you to live the life you dreamed of by starting your own business, whether it is spending less time at the office and more time with your family or whether it’s just reaching more people who need your help.
The only way to do that is to have an impeccable reputation, and the best way to build such a reputation is through happy clients. It all adds up.
It starts with the brand foundation
The only way to make sure you’ve got the happiest clients is to work with your ideal clients. That’s because it’s tough to go out on a limb and do whatever it takes for people who you’re not excited to work with. This is true whether you’re selling organic hair conditioner or online courses.
To do your best, you need a certain amount of clarity about your own business such as your brand’s mission, core values and so on. Without these clearly defined it’s hard to know who your ideal client is. Therefore, it’s hard to have happy clients. That’s the first big take away from the branding perspective. Onto the web design one.
What does this have to do with web design?
The reason I’m making a case for customer satisfaction is that this kind of emotional connection is a big and powerful force when selling to new leads.
The way you talk about what you do and how you conduct your own business on your website and in marketing will be different. There will be a certain emotional connection within your landing page copy, your webinars and Facebook ads too.
Your testimonials and case studies hold more weight when they are filled with works spoken by happy clients who are thrilled by the services you’ve provided them and the relationship you both have developed. Such reviews will resonate with your visitors and leads a lot more; those leads will want this kind of relationship as well. At the end of the day, happy clients are a big business advantage in more ways then one.
That’s because when you adopt the mindset of making your clients happy, it will overflow into how you speak about your business to potential leads as well. You will inevitably make your leads feel seen and heard before they even sign with you and as a reason to sign. It will level up your sales game.
From a business perspective, relationship building is not something I think we talk about enough. However, making your clients happy is a great way to build lasting relationships, loyalty, a positive reputation and, therefore, a thriving online business. Think about different ways you can adapt the way you conduct your business with your clients in your day-to-day. Think about how much your own business can grow and distinguish itself from the competition by taking a little extra effort to take care of your clients better.