As a professional services firm, you likely have a group of top clients—those who pay on time, align with your mission and values, and genuinely appreciate what you do. They’re the ones you wish you could work with more often, secure a larger share of their wallet, or even replicate as new clients.
The good news? You can.
But the secret lies in offering more than just services or deliverables. The key is delivering an exceptional experience that resonates with your clients’ wants and needs.
Provide an Exceptional Experience That Stands Out
Think about your own experiences as a customer. What makes you spend more money, time, or energy with a particular business or service provider?
It’s rarely just about the product or service. It’s about the experience—an experience that speaks to you, meets your needs, and leaves a lasting impression.
In today’s world of Apple, Amazon, and Netflix, simply meeting expectations is no longer enough—it’s “table stakes.” Companies that truly differentiate themselves are the ones that deliver personalized solutions and consistently make you feel understood.
Let’s take a simple analogy: coffee shops.
A Lesson From a Coffee Shop
I frequent several coffee shops in Atlanta, but one recently went from being my second or third choice to being my top pick—and significantly increased their share of my coffee budget. Why?
When I first started going there, their cappuccinos were excellent, but no different from other shops. Then, one day, I asked for a custom drink that wasn’t on the menu. Not only did they make my dream beverage to perfection, but they also showed me how to order it consistently with other baristas.
That personalized touch made all the difference. They stopped being “just another coffee shop” and became my coffee shop—the one that understands my preferences and goes the extra mile to meet them.
Professional services firms have an even greater opportunity to deliver personalized experiences. Unlike retail businesses, which can’t customize every interaction, your client relationships are long-term and deeply connected. By listening to their needs and providing tailored experiences, you can secure more work, larger shares of their budgets, and referrals to like-minded clients.
Ask, Listen, Learn, and Apply
When was the last time you asked your top clients for tangible, measurable feedback about their experience working with your firm?
If it’s been a while—or if feedback is gathered casually and inconsistently—it’s time to consider a more formal, structured approach. Consistent client feedback isn’t just about solving problems; it’s about creating opportunities to:
- Understand what your clients value most.
- Identify challenges early and address them proactively.
- Design a custom experience based on their expectations and needs.
When you focus on your clients’ feedback, you make their lives easier and their decisions to work with you effortless. Over time, you become their go-to provider—and the team they can’t imagine working without.
Here’s how to deepen your relationships with top clients and secure more of their business:
1. Ask for Feedback Early and Often
Use tools like surveys, interviews, or electronic feedback software to gather measurable, actionable insights. Start well-documented conversations with clients to understand what’s working and where you can improve.
2. Deliver Where It Counts
Analyze feedback to identify what clients value most about your services. Focus on consistently excelling in these areas and use your strengths to design an experience that stands out.
3. Solve Challenges Proactively
Address concerns or challenges early in the project lifecycle before they escalate. Anticipate client needs so you can offer solutions before they even recognize the problem.
4. Listen for Cross-Selling Opportunities
Pay attention to additional client needs that align with your firm’s capabilities. Many clients don’t fully understand the breadth of your services. By identifying gaps and offering solutions, you simplify their decision-making while increasing your revenue.
5. Design a Custom Experience
Use client feedback to create tailored experiences based on their needs, wants, and expectations. Prioritize the essentials and ensure you deliver them consistently before adding any “extras.”
6. Operationalize Your Approach
Develop a client experience playbook or process to ensure your team delivers consistently. Systemizing your CX strategy increases accountability and ensures every client interaction is intentional and effective.
Why it Matters
Building an intentional, client-centric experience isn’t just about better relationships—it’s a growth strategy. By gathering, analyzing, and applying client insights, you position your firm to:
- Focus on the right clients rather than chasing unaligned opportunities.
- Charge premium fees for the exceptional experience you deliver.
- Improve communication and collaboration with clients.
- Reduce employee burnout by working with clients who align with your values.
- Boost marketing and business development efficiency with higher-quality referrals.
Conclusion: Turn Experience Into Growth
Differentiating your firm through experience is about more than just client satisfaction—it’s about creating loyalty, trust, and advocacy. When you prioritize CX, your top clients stay longer, spend more, and refer you to others who align with your mission and values.
With the right tools and strategies, you can create an exceptional client experience that drives growth, profitability, and long-term success.
Ready to Get Started?
Contact us today to explore how a formal client feedback process can help you increase your share of wallet and grow your business with the right clients.
answers@clientsavvy.com | 866.433.7322
