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Client-Centric Experience: Definition & Example

Instructor: Allison Tanner
In this lesson, we will define a client-centric experience. We will also look at examples of client-centric experiences and understand how a company can build these experiences into their business model.

Client-Centric

MaryAnn is giving a lecture on client-centrality. She explains that client-centrality means that all facets of the business model focus on the client and their needs and interests. Companies who seek to be client-centric also want to give their customers a client-centric experience.

MaryAnn kicks off the lecture by telling the group about Mark. She explains that Mark is a businessman who recently stayed at Highlight Hotels. He booked his hotel last minute while in flight to New Orleans. Thankfully, Highlight had a user-friendly online booking system which he could complete from his phone!

When he finished the booking, he noted that he needed to check-in to the hotel at 9 AM, well before the usual time. Upon his arrival, the hotel lets Mark know that they are more than willing and able to hold his things. Before heading out to his 10 AM meeting, the hotel provided Mark with bottled water, a fresh cup of coffee, and a bagel for the road. Did they know he didn't have time to eat breakfast? After returning from his meeting, Mark found his belongings already settled in his room. The bed was turned down and ready for the night.

MaryAnn explains that Highlight Hotels has just given Mark a client-centric experience. This means that Highlight was interested in going above customer satisfaction, and they were interested in creating a unique experience centered around the interests of their clients.

Pointing to an image on the board, MaryAnn tells the group that organizations who focus on client-centrality will direct their entire business model towards the clients. This includes their operations, sources of profits, customer service model, and development of products and services.

Client-Centric
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Client-centric approaches seek to create a client focused experience. Consider that Highlight didn't know Mark hadn't had breakfast, and they certainly didn't need to take his things to his room, but they understand the busy business person. Because of this, they choose to create an experience that makes staying at Highlight easy and enjoyable, even if you are rushing to meetings.

You see, organizations who follow a client-centric model don't just want to offer great service, they really want to give a great experience centered around the client's interest.

Benefits of Client-Centric

MaryAnn tells the group that companies who are client-centric tend to do better than those who are not because it increases client engagement. This means that clients are more likely to communicate, connect with, and respond to interactions with the organization. For example, clients who have a client-centric experience tend to have a better experience, desire to return again, and thus increase the company's profits.

As for Highlight, they went above and beyond for Mark. In the end, they increased the chances he will want to stay there in the future.

In general, client-centric experiences tend to:

  • Increase client satisfaction
  • Increase client communication
  • Increase company profits

MaryAnn explains that even the extra cost that Highlight incurred by giving away a coffee and bagel is worth it in the long run because Mark is likely to spend more money staying in their hotels. This means that increasing client engagement through a client-centric experience can be highly beneficial and profitable for companies.

Creating a Client-Centric Experience

MaryAnn goes on to explain to the group that a client-centric experience should occur before, during, and after the client's purchase of services or goods.

Pointing to the model on the boards, she goes on to say that this could be in marketing, sales, communications, and any other area of the business.

Opportunities for a Client-Centric Experience
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For example, in communications, a company might create a plan where they:

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