This chart from Mel Lester's E-Quip blog suggests that loyal clients occur when their experience is consistent, intentional, differentiated and valuable. How do you get there?
Mel Lester in his E-Quip blog clarifies and elaborates on the challenges and responsibilities of businesses to create a positive "branded experience". He writes:
What is the branded experience? The most helpful definition I've found comes from the Forum Corporation. They describe the branded experience as one characterized by four basic qualities: (1) consistent, (2) intentional, (3) differentiated, and (4) valued. Notice that the first two characteristics are dependent on the provider; the second two are discerned by the customer. The branded experience involves a partnership of a sort between the two parties.Few AEC firms get this right, Lester suggests, especially in seeking and understanding client feedback. Lester suggests that many people in the business think they are doing things right, but their clients don't agree. I haven't got a great answer yet to the client feedback question, at least for AEC and professional service businesses. Retailers and mass market organizations can use some rather easy-to-co-ordinate and manage online survey tools, which simply don't work (or attract enough natural response) for professional or lower volume/higher sales value businesses. Third party telephone surveys, or client feedback calls, certainly can be used, but these I find are often irritating and forced. But maybe these work, and are necessary regardless. The issue here could be similar to my former attitude regarding regular weekly meetings and annual planning sessions and retreats. I used to think these were a waste of time and money. No more. They are mandatory parts of our business systems, now.