Client delight especially in the PR business is a super power as it impacts in multiple dimensions. At the outset it builds the reputation of the service provider internally and externally. In corporate communications you gradually build your circle of internal professional trust and independence. If you are in a PR consultancy you could start getting valued client testimonials and more importantly referrals. Creating sustained moments of client delight actually translates into creating a bank of positive moments of truth for the client. But getting extraordinary results need super extraordinary efforts. It needs you to develop a client delight mindset and make it your second nature.
How you evolve into a client delight mindset, has been covered in my column before but here is a turbo version based on my recent learnings from Zoomers. I impart a 11-session knowledge session for the School of Reputation and Communications on client delight. I love to teach about my profession as teaching involves learning and re-learning from the students. My recent students were all the Generation Z. Relearnt a lot. But came out happy that even with this generation, they know how client delight can take them places in PR.
Client delight in professional services, especially PR
Understanding client expectations and vision as far as PR goes sets you on the trigger to achieve client delight. Unfortunately PR is still an emerging function in many firms and most client disappointments come from misperceptions on what PR can achieve. Therefore it is very important to set expectations right by having an immersive session with the client before beginning actions and initiatives. You may say, we did all that during the pitch itself, but my experience shows me that the truth behind the purpose of PR comes alive after the mandate is won. This is why what can be achieved through PR must be discussed in detail and the purpose behind wanting to communicate must be clear. Both in the client’s mind and yours.
How do you develop client delight as a super power?
We all live and thrive in chaos in the business world today. Why business world? Otherwise too. Client delight comes from nurturing a client delight mindset. There are a few foundational steps one needs to take to commence this evolution. These include a better understanding of human beings as the beginning. PR is all about people and impacting their perceptions. Understanding and mastering the domain of your client is the second step, so that you talk their language and you are always respected for being plugged in to the industry they operate in. You actually need to stay one step ahead of them by understanding and anticipating their needs. As long as you are habitually proactive, just be a catalyst of communication in the right direction.
It’s all about scope of work, but add the cherries on the cake
Indeed in the PR Industry it’s all about meeting the scope of work mentioned and agreed upon in the agreement, however it’s not just about quantity but impactful quantity which meets the PR goals. Although PR is intangible if somehow changing existing perception to desired perceptions can be demonstrated through focus group sessions or even video interviews of individuals it adds cherries on your cake. And there are many ways today beyond just coverage, coverage and coverage. Instead of kilos of coverage you deliver long format coverage which carries the key messages of the client, it creates a ripple of client delight. Then there are thought leadership programmes, awards and much much more. Just excel but add a surprise, something that the client never expects but reacts with positive shock and awe.
C Suite connect is also very important, it’s actually a connect to strategy hitting the ground and using PR as a strategic execution tool!
“Get closer than ever to your customers. So close, in fact, that you tell them what they need well before they realise it themselves.”
Steve Jobs, Co-Founder and former CEO of Apple
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