This post is part 8 of our 8 part series on increasing Client Engagement from our Client Relationship Performance in the New Behavioral Economy White Paper. The insights will demonstrate in practical terms how to apply predictive behavioral insights to tailor client communication and provide unique client experiences.
Behavioral Insight 8: Providing Unique Client Experiences
Once Chris had an introduction to the communication keys for each Communication Style, his next concern was about providing unique client experiences. He could see that adapting to different communication keys was very important. However, he understood that the real game changer was customizing the client experience. If he could do that then the value proposition of his service would increase, along with the sustainability of revenues. Chris asked, How can I use this knowledge of Communication Styles to customize the service experiences for each client? I have 2 other clients I would like to impress: Helen Jones, who has a Lifestyle Desire, and Joshua Connor, who has an Information Need.
To get Chris started, we provided him with a summary of the DNA Client Experience Guide, which is below. The guide provides inside tips on how to customize the service experience for each type of client.
The 2 clients Chris wants to customize his service for are complete opposites. Helen by nature is very impressionable and will enjoy a real fun and interactive experience. This will not naturally be Chriss style. Chris will likely succeed with Helen up-front because she wants to know that her goals will be achieved. However, over time Chris will not provide the social element Helen is looking for, and eventually she will be attracted elsewhere. The key here is that John gets involved and he interacts with Helen, and Chris reverts to providing his wisdom and experience from behind the scenes, meeting with her only at key times.
Review the Client Relationship Performance in the New Behavioral Economy White Paper for additional information and keys to providing unique client experiences.
For additional information on increasing engagement of others, visit our Communication DNA Website.