Client Experience…what does it mean and why is it important?

Did you know that customer experience is set to be the number one brand differentiator as a senior photographer?

Yes, even more important than your photo style, editing, posing skills.

We live in a social media era. As a result, people on Instagram, Google, and in any other digital space are exposed to hundreds if not thousands of brand voices and influencers.

There will always be other people who can do what you do at the basic level. With so many options to choose from, how does anyone decide to choose YOU as their senior, family, newborn or wedding photographer?

You set yourself apart by providing not just a memorable experience, but an INCREDIBLE experience.

How do you create an experience that is different from your competitors, you ask? Let me give you some ideas:

1) Build a compelling brand personality. Humanizing your business is key to making sure you stand out in the crowd. We do this in many ways by creating a brand story, brand super powers, brand values and a brand voice.

2) Determine your brand touch points. From inquiry to Post-shoot communications, there are many opportunities to develop customer loyalty. Mapping these out in detail give you the opportunity for rinse and repeat customer satisfaction.

3) Creating Boundaries and Expectations Before, During and After a Shoot. Setting up boundaries for yourself means that you won’t ever disappoint a client because they will know exactly what to expect and when to expect it and all on YOUR TERMS. Crossing your scheduling, communication, delivery, editing boundaries only causes resentment for you and the expectation that you can and will do anything for a client and then when you can’t meet an unforeseen expectation, the client is frustrated and you are quickly burned out.

4) Making Public Promises and Providing Hidden Benefits. This is such an easy way to exceed expectations and create an experience you can be proud of. Make your offer clear and then exceed their expectations…every time. If you provide same-day sneak peeks, for example…don’t tell them that ahead of time…surprise them!

5) Understanding Internal and External Motivators. Knowing your client avatar well, and knowing what motivates their purchases helps you to speak to them and craft your offer and experience specifically to meet their said and unsaid expectations.

6) Design a Clear Vision with Rinse and Repeat Templates for Repeatable Success. Create a journey map from start to finish on what you communicate and how (face to face, email, DM, texts, etc). Create templates for all communication and design dated workflows in your CRM (I use Sprout Studio and love it) so you know exactly when to do what in your Client Experience Journey Map.

7) Be Consistent with your Brand, your TouchPoints, and your Experience so expectations are always met by both you and your client. Yes, we overdeliver, but no we don’t do that at the expense of our mental health, our family, and our income goals. Create a brand identity and stick with it in all your communication. Create a template for your touchpoints and experience so each client gets the same level of TLC.

8) Create an Emotional Connection. This means we look at each client as a relationship based experience and not a transaction based experience. For more on this go to my Start to Finish How to Create and Out of This World Client Experience.

9) Re-evaluate and make adjustments as needed year over year. This is so important. Look over your client experience regularly and see what is working well and do more of that and what isn’t doing so well and do less of that or adjust it and try again. We are always working to be better and do better as business owners and if you treat your photography like a business…you will get more income, more peace, and more clients!