March 1, 2022 min read
Anna SkowronekSenior Member Coach, Rootworks
These days, one bad experience can send a client running for the hills—and right into the arms of a competitor. Second chances aren’t typically awarded in today’s cancel culture, which is why offering a rich client experience every time and to every client is so very important.
It’s also important to understand that offering more than a solid list of services is key to keeping clients happy. Clients can go to any firm and receive the same services, but they can’t always get the same experience.
And that’s what sets your firm apart—the client experience. Beginning with your online presence, all the way to your client onboarding process—it’s up to you to cultivate an exceptional relationship with each client. How do you unlock the secret to an unparalleled client experience? By using the four keys to success below.
Part of offering a rich client experience includes having a strong and positive online presence. Your online presence incorporates many things from a mobile-friendly website complete with current, helpful content to client reviews and your Google Business Profile listing.
Let’s get you started with an inventory:
Cultivating a strong online presence is imperative. Does it require a good deal of work? Yes, but it’s not impossible. Online presence marks the first touchpoint on the client experience journey, so make sure you have a presence that engages.
Now that clients and prospects can find you, enhance the experience by offering a website that’s a “one-stop shop.” The goal is to create a platform—not just a website—that makes doing business with your firm quick and convenient.
To keep customers and clients engaged, your platform should contain the following:
1. Client center:
Enhance the client experience by giving them a centralized area to access collaborative software. See what a modern website offers in terms of a client center here.
2. Meeting request capability:
Allow clients to request one-on-one calls with their account managers by providing a meeting request form. This is especially helpful during the onboarding process to maintain engagement.
3. Online payments:
Prevent late or missed payments by allowing clients to submit payments online directly through your website. Clients will have access to your payment platform at any time, which will cut down on time spent on accounts receivable. Whatever it is, the way you tell your story online can make all the difference.
4. Self-serve resources:
Provide access to resources clients need such as government forms and tax guides, along with relevant articles and eBooks. Whatever it is, the way you tell your story online can make all the difference.
An exceptional client experience includes access to one centralized location for doing business with your firm. This offers a convenient hub for clients to pay bills, download helpful resources and content, access apps and contact your team. That’s what is called a frictionless client experience!
Want to step up your game and earn extra points? Add a chatbot so clients and prospects can get information and have their questions answered at any time. Hubspot offers chatbot builder software that integrates seamlessly into your website to provide live or scripted chats, gather prospect information, schedule meetings and much more.
Before jumping into onboarding clients, firms need an onboarding plan to make the process as fluid as possible. Onboarding without a plan in place will lead to disorganization, confusion and a less-than-ideal experience.
The onboarding experience sets the tone for the firm-client relationship upfront, so make it a stellar one.
To get you started, we’ve outlined 5 proven tips to guide you in creating a standardized, modern onboarding process.
Keeping communication open after onboarding makes clients feel supported. Also, offering post-onboarding resources within your platform—such as a self-help knowledge base—further promotes client success.
Keep your firm front of mind with clients by launching consistent, targeted communications. This can include a firm newsletter, emails with links to helpful resources, educational articles and more.
We’ve curated a few communication tips to help you stay connected to clients:
However you decide to interact with your clients, just be consistent. Offer helpful communications and educational resources that will not only keep you connected with clients but also will help clients succeed.
We’ve given you the tools you need to create an unparalleled client experience. Now all you have to do is use them. Remember that the success of your firm relies on the success of your clients. Offer clients an unbeatable experience, and they’ll not only stick around but will become advocates for your firm.
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Rootworks members can now use an early access version of Insights, which delivers customer segmentation and pricing data as well as reports for your firm and clients. Connection to QuickBooks Online is required for firms and/or clients.