When you are growing your business, how do you plan new products and services? Regardless of your industry or type of business, you should focus on your client’s experience FIRST. Then, work backward and match your services to what the customer needs.
When was the last time you thought about your service from your client’s point of view? A strong focus on customer experience is critical to running a successful business.
Start With Your Customer (Not Your Product or Service)
Many years ago, I came across a video of Steve Jobs talking about this idea. He explains it beautifully. Jobs says that you have to “start with the customer experience and work backward to the technology.” You can’t start with the technology and then try to figure out where you’ll sell it. Although Jobs was talking about technology, the same principle applies to your business.
We often start by thinking about what we want to offer, how we want to structure our services, or what skills and expertise we have to share. Then we try to convince potential clients that they need what we’re offering. This is a mistake! Instead, ask yourself, “What incredible benefits can we give to the customer? Where can we take the customer?”
Steve Jobs Video
Watch this short video. I think it’s an eye-opening perspective on how to grow your business.
Putting It Into Practice
So, how do you put this into practice? First, take some time to think about the experience you want your clients to have when they work with you. Put yourself in their shoes. What are they struggling with? What do they want to accomplish? What would make the process easier, more enjoyable, or more effective for them? This is a great time to use mind mapping to brainstorm ideas.
These questions help you look beyond your business and focus on what your client really wants. For example, a business coach’s client may not simply want six coaching sessions. They may want a detailed, practical plan to grow their business.
If you are growing or changing your services, start with the why, and phrase the answer in terms of “so my client will experience…”
Design Your Services Around the Client
Once you understand the experience you want to create, you can work backward to determine how to deliver it.
What does your client need from you? What information, guidance, or resources would help them succeed? How much personal support do they need? What steps should you take to make the process clear and straightforward?
This helps you be purposeful with every product or service you offer.
Choosing the Right Tools
As business owners, we have access to countless tools that promise to make our work easier, like scheduling systems, email marketing platforms, payment processors, and more. These tools can be valuable, but it’s easy to get distracted by what they can do and lose sight of how they can help you serve your clients better.
Instead of adopting a tool because it has impressive features, consider whether it will improve your clients’ experience. Sometimes a new tool will be exactly what you need. Other times, a simple process or a personal conversation will work better. Choose your tools and systems to support your service, not to dictate how you run your business.
Repeat and Review Regularly
Use this strategy whenever you develop a new service or program. Don’t start with an awesome idea and then try to figure out how to sell it. Start with the customer’s experience and work backward to develop your product or service.
And then review regularly. Am I delivering the customer experience I’m striving for? Where is my program falling short? Where is it exceeding expectations? Do I have happy customers that give great testimonials?
Your Website Is Part of the Client Experience
Your client’s experience begins when they first learn about you. Often, their first interaction with your business is your website. Make it easy for potential clients to understand your services, learn about your approach, and take the next step.
Can visitors quickly understand what you do and who you help? Does your website explain the benefits of working with you? Can potential clients easily find answers to their questions and contact you? Do they know what to expect if they work with you?
If your website doesn’t deliver a fantastic customer experience, it isn’t serving your business! If it isn’t, you need to update, rebuild, or give it a makeover. The Website Creation Workshop™ can help you do that.
Final Thoughts
Steve Jobs’ idea is a powerful way to approach a business. Rather than starting with what you want to sell, start with the person you want to help. Understand their needs, their challenges, and the results they’re hoping to achieve. Then design your services to help them get there. Resist the urge to start with what you want to offer!
Our next Website Creation Workshop™ program starts soon!
