How to improve your client or customer's experience through thoughtful design
I am a huge fan of bootstrapping it - because of course, the most fundamental key to getting ahead is getting started. So, if you have an idea or a fledgling business but no logo or colour scheme or style direction, don't use that as an excuse not to bloody do it already. Go. You have my full support!
However. If you've been at it for a while and have clients and readers and sales under your belt, it's time to step up your game and give them more than they expect.
Also known as - blow them away with your professionalism and aesthetics.
Every time you connect with another person in your business, that's called a touchpoint. Each one of these touchpoints has the potential to be a wonderful experience - enticing new clients to work with you and charming current ones into loving the shit out of you.
Here's a few touchpoints you may have in your business:
- Social media channels
- Shopping cart
- Contracts or other legal documents
- Quotes, invoices and receipts
- Workbooks, worksheets
- Digital products like eBooks and eCourses
- Business cards
- Physical business address
- Wrapping and gift tags
- Advertising, flyers, posters, postcards
- Newsletters and autoresponders.
Have a look at the touchpoints across your business. Which ones are working as hard for you as they could be? Which ones have fallen by the wayside? Which could do with some lovin'?
Make a Plan
Pick just a couple of touchpoints to upgrade to begin with. You may decide that your newsletter and client intake process (consisting of a quote, invoice and receipt) are the areas you'd like to tackle first.
If you already have a brand and style, this step may consist of adding your logo and colours to your accounting and quoting software, plus creating some graphics and uploading them to your mailing list provider, or alternatively creating nice-looking PDF templates for these items. Or if you have a graphic designer, call on them to create a suite of branded items for you!
If you are starting from scratch, begin with a mood board on Pinterest, collecting images that sing to you. Think colours, fonts, logos and design elements. Then, depending on your budget and ability, hire someone or create yourself a logo and then complete the step above.
Why lovely design across your touchpoints is important
If you're looking to bring a new client onboard, or attract customers to your blog or store, creating an enjoyable and seamless customer experience is one way to show your professionalism and dedication. It gives them the feeling of being in capable hands - with someone experienced and organised. It creates trust and ease.
Once you have a client or customer, going the extra mile creates raving fans! Instead of sending a word document, you send a beautifully designed PDF workbook. Your invoices are inviting instead of boring. Your business cards are vision board worthy. Your newsletters are delightful inbox eye-candy. You're taking care of your peeps, one touchpoint at a time. And that means repeat business, word-of-mouth referrals, and happy dances!