First impressions fade: The cost of a short-sighted client journey

Welcome to The Happy Client! Written by our Director, Anna Lake, this monthly newsletter shares insights, ideas and inspiration to help you build stronger client relationships and create move value for your business. If you're not already subscribed, click here to never miss an issue! We’ve been having lots of conversations recently about client journeys and have found that many businesses pour time and resources into perfecting the early stages of their journey but seem to be forgetting about what happens during the delivery of the work and beyond. 

We all know that first impressions count but if you’re only looking at enquiries, you are missing a huge opportunity to build relationships, nurture loyalty and generate additional organic revenue.  

Long-term relationships are built post-purchase 

Think of the client journey like a relationship. The enquiry and onboarding stages are the dating phase: exciting: full of potential, but still surface-level. Once the work starts, that’s when the real relationship begins. It’s where trust is tested, expectations are either met or missed, and emotional connections are formed. 

 Overlooking this phase means you risk turning a one-time buyer into a lost opportunity. But if you invest in the relationship, you’re more likely to create a client who not only returns to you, but also recommends you to others. 

Retention is more cost effective 

It’s well-known in marketing that acquiring new clients can cost five to seven times more than retaining existing ones. Despite this, many businesses are still focusing on filling their sales funnel with new opportunities. 

This is where listening to clients comes into play. Many businesses wait until a piece of work is completed to ask questions, but by then it might be too late.  If you’re not checking in with clients along the way, and something hasn’t gone to plan, you may not see them again. By speaking to clients during an engagement, or at regular intervals in a long-term relationship, you’re more able to identify and deal with issues promptly. No amount of mystery shopping is going to flag issues during a live project. 

Social selling is real 

Happy clients talk, but so do unhappy ones. The post purchase phase is where clients decide which story they’ll tell. Consistent delivery across departments, a surprise thank you note, or a quick resolution to a problem can turn a neutral experience into a glowing review. On the flip side, a lack of communication or poor support can undo all the goodwill built during the early stages of the client journey. 

In today’s digital world, where reviews, social proof and word of mouth recommendations heavily influence buying decisions, the post purchase journey is a powerful marketing tool. 

Insight-driven growth opportunities 

If you ask the right questions, in the right way, client insight gathered during the delivery phase can give you valuable and actionable data which provides you with opportunities to innovate and improve. You can use surveys (please keep them short!), but it’s conversational interviews which enable you to get under the skin of what’s important to your clients now and in the future so you can respond accordingly and take evidence-based decisions. 

Don’t forget the in-between times 

Interactions between engagements are also important to clients – maintaining contact not only keeps you front of mind but also avoids clients thinking you only appear when there’s work to be had; this is one of the common gripes we hear. 

Ultimately, businesses that prioritise their entire client journey are the ones that build lasting relationships. Remember you want the experience to be one remembered and talked about to others …..for the right reasons. 

We’re developing some innovative ways to deliver client journey projects brick by brick so keep your eye out for more on that and we’re holding a webinar which explores the rise in client experience in professional services firms – find out more and register here.