What’s needed to create a great client experience? 

Is it automations? Systems and processes? Clearly defined boundaries and expectations? Gorgeous gifts wrapped in a bow?

Yes — to all of that! But when service providers and business owners think of “client experience,” they often think of just one of those things. Or just one of those things at a time. They don’t often see the full picture and how one touchpoint leads to the next.

For most businesses, there’s a basic SOP somewhere that states: 

We send a gift out after they sign the contract.

We check in with them on Day 12.

We send them an offboarding email on their last day.

For most businesses, there isn’t a thread that ties the entire “client experience” picture together. But that’s exactly what you need if you want to make lasting (and positive) impressions! 

Here at Rendezvous, we think a curated, streamlined client experience is the bee’s knees. That’s why we’re showing you how to craft and enhance your own client experience, from “They signed on the dotted line” to “We’ll miss you! Bon voyage”—and beyond. 

Let’s talk about the client experience as a whole

Client experience is all about how a client feels when they interact with your brand. It’s more than just giving gifts; it’s about building real relationships. This means: 

• Talking to clients regularly and making them feel part of the process
• Offering services, checkpoints, and deliverables that feel curated for their needs
• Supporting them before, during, and after their project — in ways only you can

When you have a designed client experience, it shows you care, are great at what you do, and that they made the right investment. Most of all, clients who’ve experienced what it’s like to work with you won’t be able to wait to shout your name from the nearest rooftop.

The biggest risk to client experience? Treating it as a one-and-done “task item.” A truly seamless client experience is one that’s going to benefit your brand and keep people coming back for more. So let’s cover how to build a client experience, from tops to toes.

We’ll cover elements you might not have considered at each phase of the client experience, plus deliver some options (non-negotiables, nice-to-haves, and splurges) for crafting yours. 

Client Experience: The Onboarding Phase  

When you think of client experience, we’re betting that you’re mostly thinking about the kickoff gift, questionnaires, and onboarding calls. These are all critical for a great client experience, but they’re not the only elements your onboarding needs.

One thing we think most people overlook with client experience — especially at the start? Boundaries.

Yes, boundaries are a part of the client experience! When you set realistic expectations for yourself and your clients, it is much easier for everyone to work well together. 

When you’re onboarding a client, don’t just send them a cute onboarding questionnaire or gift. Make sure you get to the nitty-gritty, too. Like:

• How best to get a hold of you (email, Slack, your project management tool, etc.)
• How often you check in and how, i.e. biweekly calls, weekly email check-ins, etc. 
• Your work hours and response times
• Deadlines and due dates for deliverables
• A clear roadmap of how you’ll work together so they know where their project stands at any given moment! 

Non-negotiables in the onboarding phase

When onboarding a client, the bare minimum for a good client experience includes:

• A welcome email to guide them through the process, and give them important links (like schedulers, welcome guides, etc.)
• A questionnaire relevant to their project to help you collect data (and to help them collect their thoughts)
• A kickoff call or email welcoming them, showing them what to expect, and detailing out those all-important boundaries

Nice-to-haves in the onboarding phase

• An automated email series, using a CRM like Dubsado or HoneyBook
• A personalized client portal in your CRM or inside your project management tool
• A small client gift — send them their favorite chocolate, tea, or something in their favorite color. A little thought goes a long way! 

Splurges in the onboarding phase

• Branded client gifts, like Tumblrs or notebooks with your logo, tagline, etc. 
• A curated gift box (like from Box Fox) with items you know they’d like
• A social announcement graphic that you’re collaborating with a client you’re excited about

Client Experience: The Project Phase

During the project phase, where you and/or your team are deep in the client’s work, it’s easy for a client to feel a little out of the loop, or to lose enthusiasm in between checkpoints. That’s why this middle point is the perfect time to pop by and let your client know you’re thinking of them (and rockin’ and rollin’ on their project). 

Schedule a call, schedule an email, send them a Slack, record a Loom — there are endless options for touchpoints here. Just make sure the touchpoints you choose align with the boundaries you set in the onboarding phase! 

Non-negotiables in the project phase

When you’re in the midst of a client project, the bare minimum for a good client experience includes:

• An email series to check in, update your progress, and ask them if they have any questions or concerns
• A clear timeline on deliverables so they know when to expect things!
  • NOTE: it’s ok if the timeline needs to be amended from what you originally planned; what’s not ok is multiple delays that aren’t reflected in any calendar or task management system 
• A clear process for the client to offer feedback

Nice-to-haves in the project phase

• Automated emails, using a CRM like Dubsado or HoneyBook, checking in and offering updates
• Updates inside the client portal in your CRM or inside your project management tool
• Check-in calls at specific intervals, related to deliverables (i.e. review calls for assets, check-ins at the halfway mark, etc.)
• Slack or email messages that are “just for fun,” i.e. sending a funny meme their way that reminds you of them or how excited you are for them to see what you’re working on

H3: Splurges in the project phase

• Take them to lunch or go grab a coffee (if local)
• Send them a gift card so they can treat their team

Client Experience: The Offboarding Phase  

Parting is such sweet sorrow… but it doesn’t have to be. While wrapping up projects can be a bitter-sweet moment, it can also be a celebratory one. All those months of hard work are coming to an end, and your client finally has everything they ever dreamed of. 

It’s a moment to get excited about. So show your clients that you’re there, ready to be excited alongside them. Their wins are your wins, too, doll. 

This could look like taking them out for a nice dinner, giving them a gift set dressed to the nines, or writing a handwritten note of thanks. It’s not so much the value or price as the experience and intention. 

Whatever you think would be the most meaningful or impactful to your clients, do that!

Non-negotiables in the offboarding phase

When offboarding a client, the bare minimum for a good client experience includes:

• A clear end-date
• On-time delivery for all assets
• An email to provide them with action items, next steps, or tasks to tie everything up in a bow 

Nice-to-haves in the project phase

• An automated email series, using a CRM like Dubsado or HoneyBook, that lets them know their project is coming to a close and what to do next
• Updates inside the client portal in your CRM or inside your project management tool
• An offboarding call to walk them through their assets, answer any last questions, and end the project on a high note
• A hand-written note to thank them for working with you 

Splurges in the project phase

• A bottle of celebratory champagne
• A gift card for their favorite local shop, a nice dinner out, a spa day, a tour, etc.
• Donate to a charity they favor

Client Experience: Ongoing Relationship Building

The client project is over and you never hear from them again! Right? Wrong.

The whole point of a great client experience is that you build a reputation and a relationship with the people you serve. This gives you great word of mouth and increases the odds that someone will come back to work with you again. Plus, life is just better when you’ve got people in your corner. 

That’s why we recommend ongoing client experiences, whether a client is on retainer or they’ve “graduated” from your services/products. 

Non-negotiables in the relationship-building phase

After you’ve offboarded a client, we definitely recommend that you:

• Schedule periodic check-ins via phone calls, emails, or personalized messages to see how they are doing and if they have any new needs or questions.
• Send out regular newsletters with updates about your business, industry news, helpful tips, and special offers. This keeps you top of mind! 
• Ask for feedback on your services and show that you value their opinions. This can be done through surveys or even conversations in the DMs.

Nice-to-haves in the relationship-building phase

• Celebrate milestones! Send an email or card acknowledging important dates, such as the anniversary of their first purchase or service with you! 
• Stay connected on social media by liking, commenting, and sharing their posts. Keep up DM convos, too, if you can/like that method of communication.

Splurges in the relationship-building phase

• Host special events, like webinars, meet-and-greets, or appreciation parties where past clients are invited!
• Create a referral program that rewards past clients for connecting you with new dream clients
• Send personalized cards or messages during holidays and on special occasions to show that you remember and care about them.
• Provide exclusive discounts, promotions, or early access to new services or products to thank them for being a client (and increase that lifetime customer value!)

Client experience comes first, always

As you can (hopefully) see now, client experience is akin to your offers. It should be built alongside your offers, so you find the perfect moment to reach out, send a gift, or send that deliverable.

Your clients won’t be able to believe your impeccable timing, but we’ll all know that it’s because you curated the experience from top to bottom.

Here at Rendezvous, we take client experience very seriously because it’s a chance to make your brand truly stand out. Branding isn’t just about the visuals, copy, or even your offers. At the core of branding are your values. 

If you’re a human-first business, you likely value connection, appreciation, and support. And what better way to show this than with a client experience that feels tailor-made to their needs?

Want more tips on how to wow clients — whether they’re currently working with you, interested in working with you, or ready to say your name in a room full of opportunities? Sign up for our newsletter, doll. Each month, we send out a newsletter full of the latest gossip on all things branding, client experience, and building businesses with moxie.