Optimizing a client’s experience

Creativity is a service-based industry. 

You may be selling products, or expertise, or delivering assets, or optimizing workflows. But all of those things are delivered through the vehicle of service. This means the experience of the client is paramount. 

People only judge services through the lens of experience. Sure, on paper, you could make an argument that your assets are a better value, or higher quality than your competition. But if the experience of service is not up to the client’s expectations, it doesn’t matter. 

Here’s a quick self-audit for creative services:

• Do people get what they expect? 

• Is it packaged in a way they enjoy?

• Do they receive what they hope for?

• Is it delivered or rendered on a timeline they expect? 

“Experience” is only the color in the coloring book. “Expectations” are the lines in the coloring book. Maybe the most important thing to optimize are your clients expectations. How do you get your clients to expect something a little less than what you deliver, so that when you deliver, you exceed their expectations?