Why Client Services Matters3:42 with Paul Boag
While web designers do build things, they are actually in the service business, and their customers must have a good experience.
[? How to Run a Web Design Business with Paul Boag ?] 0:00 So we now turn our attention to the subject of client services. 0:04 This is a bit of a weird one, and you might be wondering why I've included it. 0:08 But the trouble is, as web designers 0:12 we like to think of ourselves as manufacturers don't we? 0:14 We build websites, that's what we do. 0:17 But actually we're also a service business. 0:19 It's not enough for our clients to have a great website. 0:24 They also need to have a good experience. 0:28 If they don't have a good experience, they're not going to love their website. 0:32 If they don't love their website, they're not going to invest in it. 0:35 If they don't invest in it, it's going to turn into a bad website 0:38 no matter how much work you've put into it. 0:41 One of the best questions I ever got asked by a client 0:43 was, "What are you going to do to make this web project fun for us to work on?" 0:49 What a wonderful question. 0:56 What a surprising question. 0:59 What would your answer be to a question like that? 1:01 It certainly caught us off guard, but it's a really good question. 1:03 Because it's so important that clients enjoy the experience of working with you. 1:08 It's not just important for the website and ensuring that the website 1:13 is maintained and looked after. 1:17 It's also important for you and your business. 1:19 An unhappy client who has had a bad experience will criticize you. 1:21 And this is a particular problem if you take that specializing approach 1:27 to marketing I talked about earlier. 1:33 If you're targeting one particular community 1:35 and you do a bad job and a client is unhappy for whatever reason, 1:38 they're going to criticise you within that community, and word will get round 1:42 and you'll struggle to win more business. 1:46 Also—the other problem is—if you've got an unhappy client 1:49 they could be more difficult to manage, 1:52 and that's going to cut into your profit margins. 1:55 A happy client on the other hand—one who is having a great experience 1:57 and is enjoying working with you will recommend you, 2:03 and that is absolutely invaluable. 2:06 They'll be a brilliant reference, won't they, 2:10 when it comes to adding references to future proposals. 2:13 If you can include them then you can be sure of a good reference. 2:16 Also a happy client is going to be more patient with you 2:20 when things go wrong, and let's face it things always go wrong 2:24 no matter how good you are as a web designer. 2:27 But most importantly, if your client is happy 2:30 they will come back to you again and again and again. 2:33 And repeat business is ultimately the life blood of your business. 2:38 If clients don't keep coming back to you, you're going to be in serious problems 2:44 because repeat business has such a low marketing cost. 2:49 You don't need to do a lot of things to attract people's attention 2:53 because they already know you. 2:57 Also the cost of sales is a lot lower. 2:59 You won't need to be jumping through anywhere near as many hoops 3:02 to win repeat business as you will for the first time. 3:04 Also if they keep coming back to you time and time again, 3:09 those turn into real high-value clients that are great. 3:11 They're also a lot less hassle—they know how you work, 3:14 they understand how the process goes, 3:18 and so your profit margins are going to be low tier. 3:21 But most importantly of all, repeat business means better websites. 3:24 If they're coming back to you again and again continually 3:31 investing in their website, it's going to lead to better websites. 3:34 And that is after all, what we're all about. 3:38
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