Most businesses would benefit from a thorough assessment of how their clients experience them. As a business owner, it’s easy to become sidetracked by the demands of the business—keeping expenses down, choosing reliable suppliers, maintaining your office space, fixing your computer, and so on. Periodically—not just when you start your business—it’s important to step into your client’s shoes and see what they see. Use the following continuum to fully explore your clients’ experience with your business.
From Start to Finish
As a potential client walks by or drives by your business.
Signage, exterior appearances, neighborhood, traffic, other businesses
As a client arrives at your office.
Parking, entry, lighting, building directory, cleanliness, lack of obstacles
As a client waits in your reception area.
Lighting, cleanliness, accessibility, space for coats and umbrellas, sounds of music or voices, other clients, reading materials, décor, credentials displayed, smells, telephone ringing, privacy of answering machine, clutter, temperature, comfort of furniture, location of rest rooms
As a client enters your session space.
Sounds, temperature, place for clothes, privacy, cleanliness of room and linens, smells, lighting (sufficient for safety while dressing, dimmable during session), chair, tissues, wastebasket, window (privacy issues), outside noises, choices of music and fragrances, bolsters, heating pads, eye masks for comfort
As a client experiences your massage.
Your total presence, client’s comfort in expressing concerns, level of outside distractions, level of talk or silence, your confidence and competence, way in which you signal the end of the massage
As a client leaves your session space.
Water for washing and drinking, lighting, mirror, greeting as they leave session space, convenient space for making payment and next appointment, calendar, business cards, privacy from other clients.
Ask the Source
An ongoing method for assessing your clients’ perspective is to make comment cards easily available in the reception area. You could make this a personal exercise, or you ask a respected client to evaluate each of these areas for you. Even if a client doesn’t offer a comment, he or she will be aware that you welcome feedback and that you care about your clients.