Whiteboard Wednesday – communication is a feeling according to MyCustomerLens
What is your firm’s goal when communicating with clients?
Is it to share the information that clients need to be told? Or is it to ensure that clients feel informed at all stages of the journey?
Some would argue they’re the same thing.
But client feedback tells us otherwise. Clients notice when you do it well, and they also notice when you don’t. So, the chances are, your client communications are both boosting and dragging down your NPS, CSAT or similar measures.
Why? Because fee-earners see communications as a process, it’s something they do to clients. It creates noise, takes time and costs money, so it’s done as and when they think it’s necessary.
But look at the situation ‘outside-in’ from the client’s perspective.
They see communication as a feeling. They want to feel informed, to feel as though they know what’s going on and where everything is up to.
This creates a disconnect. Fee-earners have assumptions about what to do but client expectations vary – some are happy with hearing when there is news to tell, others want regular updates. One size doesn’t fit all.
But if you’re not asking the question upfront, if you’re not seeking to adapt the process to meet client expectations, then you risk creating poor client experiences.
So what’s today’s idea?
Start thinking of communications as a feeling not just a process.
Clients place a high value on fee-earners and firms that help them feel informed. To deliver a standout experience, you need to meet their expectations – not just internal assumptions – and that means asking them upfront what good looks like.
Ready to listen differently?
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