How to Improve Your Clients' Experience

Tuesday, January 04, 2011

I don't cook, so I've started a personal project in which I am attempting to learn 30 from-scratch recipes by my 30th birthday later this year. One of the things that really annoys me about trying to cook from the recipes that cookbooks and chefs provide is that they already assume you know all the tricks of the trade. If you know what you are doing, then you're able to fill in the blanks, but if you're a novice in the kitchen, like me, the meals often end up a disaster because the recipe assumes you know what all great chefs know by heart.

We often do this in the wedding industry too, and it's a disservice to engaged couples. Because what we do is second nature to us, we assume that everyone else knows the parts that we leave unspoken. Since this is the first and only wedding many couples are planning, they don't know all the details we assume they do. They don't know which side the mother or father of the bride stands on during a processional, which side of a tux the boutonniere goes on, how long photos take after a wedding before they're ready, or that venue linens rarely, if ever, touch the floor and that to do so requires an upgrade.

When it comes to websites and blogs, the same holds true. This may be the first creative purchase they've ever made, and they don't know that "journal" means blog and they click on to the next site because they can't quickly tell how they can further research or interact with you. They also may not know that RSS means subscribe, so if you're able, edit the button's text so that it is more user friendly (these buttons should also be near the top of the page).

Creating a great experience for your clients means putting yourself in the shoes of someone who has never before done what you do every day and making it easy for them to follow along.

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