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How to Successfully Apply The "Find-Win-Keep" Customer Experience Strategy With Ian Golding

If you’re in business and you have a heartbeat, there’s no question about wanting to build a business that truly thrives. That’s why, for episode #100 of the Master Your Business podcast, I sat down with customer experience expert Ian Golding, and boy, did he deliver the goods.

Ian shared how you can create an amazing customer experience that keeps your clients coming back for more. Think of it as building a relationship, not just closing a sale.

But first, what exactly is customer experience (CX)? And why is it so important for your business?

What is Customer Experience (CX)?

Simply put, customer experience is how your customers feel about their interactions with your business. It's the sum total of all the touchpoints they have with your brand, from the moment they first discover you to every interaction they have along the way.

Think about it like this: every time a potential client visits your website, reads your emails, or has a conversation with you, they're forming an opinion about your business. And that opinion will ultimately determine whether they decide to work with you or not.

Now, here's the kicker: most businesses focus all their energy on attracting new clients. But what about the ones you already have?

That's where the "Find-Win-Keep" strategy comes in.

The "Find-Win-Keep" Mantra

This little gem comes from Jack Welch, the legendary CEO of General Electric. He noticed that most businesses were obsessed with "finding" and "winning" new customers, but they often neglected the "keeping" part.

And that's a big mistake! Because it's way more cost-effective to keep your existing clients happy than it is to constantly chase after new ones.

Think about your own experiences as a consumer. Are you more likely to stick with a business that makes you feel valued and appreciated, or one that treats you like just another number?

Exactly.

So, how can you apply the "Find-Win-Keep" mantra to your own business?

Creating a Simple Customer Experience Strategy

First things first, you need a strategy. But don't worry, it doesn't have to be some complicated, jargon-filled document that gathers dust on a shelf.

Ian suggests creating a simple, one-page strategy that outlines:

• Your purpose: Why does your business exist? What value do you bring to your clients?
• Your ambition: What are your goals for your business, your clients, and your team?
• Your design principles: How can you design your interactions to achieve those ambitions?
• Your desired feeling: How do you want your clients to feel after interacting with your business?

By getting clear on these elements, you'll be well on your way to creating a truly intentional customer experience.

Mapping Your Customer Journey

Next, you need to understand your customer journey. This means taking a walk in your client's shoes and seeing your business from their perspective.

Start by identifying the key stages of their journey, from the moment they first become aware of you to the point where they become a loyal, raving fan.

Then, think about the touchpoints they have at each stage. These could include your website, your social media profiles, your emails, your sales calls, and your client delivery process.

By mapping out your customer journey, you can identify any pain points or areas for improvement. And you can start to create a more seamless and enjoyable experience for your clients.

Beyond "Onboarding"

One of Ian's biggest pet peeves? The word "onboarding." He argues that it's a jargon-y term that doesn't resonate with clients.

Instead, he encourages you to think about the initial stages of your client journey in more customer-centric terms. Focus on the steps they take and the touchpoints they encounter.

For example, instead of saying "onboarding," you might say "getting started" or "welcome experience."

By using language that's more relatable and meaningful to your clients, you can create a more welcoming and engaging experience.

The Emotional Element

Ian emphasized the importance of the emotional element in customer experience.

He said, "The way the experience makes your customers feel is what they're most likely to remember."

So, how can you create an emotional connection with your clients?

Here are a few ideas:

• Personalise your communication. Use their name, remember their preferences, and show genuine interest in their lives and businesses.
• Go the extra mile. Surprise them with unexpected gifts, offer personalised support, and exceed their expectations whenever possible.
• Be authentic and vulnerable. Share your own stories and experiences, and let your personality shine through.

By creating an emotional connection, you'll build stronger relationships with your clients and increase their loyalty to your brand.

Wrapping it up

Creating an amazing customer experience is essential for any business that wants to thrive. By applying the "Find-Win-Keep" strategy, mapping your customer journey, and focusing on the emotional element, you can build a loyal client base and achieve sustainable growth.

So, what are you waiting for? Start implementing these strategies today and watch your business soar!

Want to learn more? 

Listen to the full episode of the Master Your Business Podcast featuring Ian Golding! 🎧

Click here to listen 👉 Listen on Spotify  |  Listen on Apple Podcasts

You’ve got this! Keep mastering your business. 

THANK YOU FOR BEING HERE

Links from this episode:

• Customer Journey Map Template & Checklist
• #75 Client Love: How to keep them coming back with irresistible offers

Connect with Ian:

• Website: https://ijgolding.com/
• Book: Customer What? 
• Book Recommendation: Experience Rules 
• LinkedIn: https://www.linkedin.com/in/iangolding/

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“Great insights on getting noticed in the market

Deirdre does a great job of helping understand best marketing and business strategies with a easy to understand and entertaining podcast.

Education in your ears.”

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