How to Create an Unforgettable Customer Experience

The most important asset to a business is its customers. Without them, well… there isn’t much of a business at all.

And when you look at two businesses that offer similar services, what drives customers to choose one over the other?

Sometimes it is price, but more often than not (especially when it comes to something like getting their taxes done) it is the service they receive.

If a customer feels like you are giving them personal attention to their financial situation, asking them questions, and listening to them, they will feel special. Sure, they can go down the street and get the same service cheaper, but would it really be the same service?

If you want to attract customers and ensure those customers continually refer you to others, then you need to create an experience that offers them as much value as possible. Why? Because your most unique market differentiator (on top of offering a great product) is the service you can offer them.

Here are 4 ways to boost your customer experience:

First, be a good listener.

Take the time to identify your customer's needs by asking questions and concentrating on what your customer is really saying.

Remember the ol’ saying, “listen to hear NOT to respond,” that’s going to be your greatest necessity!

Listen to their words, tone of voice, body language, and most importantly, how they feel. Beware of making assumptions - thinking you intuitively know what they want. Instead, ask questions and let them tell YOU!

It seems obvious and simple, but you won’t believe how many practitioners don’t take the time to LISTEN and LEARN more about their customers. And in turn, they miss out on being able to discover additional ways they could be solving their problems.

Your customer may have needs that extend far beyond completing their taxes, but if you don’t take the time to ask questions and learn what those are, you’ll never be able to solve them.

Second, be a clear communicator.

Most misunderstandings are linked to poor communication. Your clients want to know what’s expected of them and they need to feel confident that you will follow through on your word.

This means you and your staff must be clear on what you are going to do and what you expect your clients to do.

A great way to do this with customers is by using engagement letters or contracts.

An engagement letter lays out specifically what you will be doing for the client, what responsibilities your client is taking on, and what you expect to be paid for those services. In other cases, you may also include specific deadlines and other terms and conditions that may be necessary to the project.

**MTAP Members have access to a variety of sample engagement letters in the members-only section of our website.

However, good communication doesn’t end with your contract. Responding to emails, texts, or phone calls in a timely manner is also important too. And as you continue to grow, it’s also important to streamline ways to ensure your communication remains consistent amongst your expanding team and client base.

Talk to your employees about your expectations for client communication and even develop templates to help ensure each client is getting a consistent/quality experience.

Not only will this save you time on having to re-write the same emails over and over, but it also offers your staff members a go-to guide for HOW your clients should be communicated with.

• Here’s a tutorial on how to create email templates in Gmail.

• Here’s a tutorial on how to create email templates in Outlook.

Lastly, the COVID-19 pandemic also poses a dire need to ensure your consistently (and accurately) communicating safety protocols and any changes to your business operations. Your clients are looking to you to create stability and assurance. The last thing you want to do is leave them in the dark.

Third, give more than expected.

This can go a long way to set you apart from your competition!

Perhaps it is as simple as gourmet coffee and fresh cookies at the conference table to make them feel more comfortable at their appointment. Or maybe it is offering to do their teenager's 1040EZ for free.

Think hard about what you can offer your clients that they cannot get elsewhere.

You want to be sure their experience with you from the first phone call to the completed return and any possible follow-up is a positive and pleasant experience. Yes, pleasant and paying taxes may be tough to put in one sentence, but you can achieve this with your customer.

Forth, give your customer attention all year.

You have a unique business where you may only see your clients once a year. So it is important you build your relationship with your client by giving them attention all year long! Otherwise, they can be easily swayed to go to another tax preparer.

It can be as simple as sending one short email each month with a tip on finances or taxes. Or checking in via email to see how they’re doing. If you prefer to add some direct mail, you can create postcards or mail a gift.

And don't be afraid to get a little personal! Let them know you just got back from a weekend or a vacation with your family, and that you really enjoyed spending some "down" time with your spouse and kids. Remind them to take time out, even if just for a few hours, and spend it with their loved ones.

If you just had a baby, or one just graduated or celebrated some other milestone, let them know about that!

These personal connections are what build relationships and transform you from a faceless “corporate entity” to a real person they enjoy doing business with.

In other words—they make you memorable. That way, when it comes to tax time, they won't hesitate to trust YOU with their most personal information.

Keep in mind, investing in your customer experience is more important NOW than ever.

Without the ability to casually grab coffee or run into each other at an event, the COVID-19 pandemic poses an even greater need to intentionally invest in your client relationships. Don’t be a stranger! It’s during challenging times that your clients need to hear from you most.

Pick up the phone and call instead of email. Better yet, take a moment to simply ask, “How are you?”

In a season of ups, downs, and unpredictable outcomes kind gestures are truly priceless.

No one forgets the friend who extended a hand when you needed it.

Want more tips on how to attract new customers and grow a successful tax practice?

Download our FREE guide called, “7 Keys to Growing and Expanding a Successful Tax Practice.”

This 30-page PDF will save you hours of Google searches and dives into greater detail about how to write a great business plan and more actionable tips for growing a more profitable and efficient accounting practice.