5 Client Experience Best Practices All Online Businesses Need to Observe


Good client experience is the foundation that solid business enterprises are built upon. But even though good client experiences are easy to recognize, they can be hard to provide on a consistent basis.

Therefore, online businesses should make the effort to create client experience best practice policies so that the expectations of customers can be met – or exceeded! – by the service they receive.

Here are 5 client experience best practices that will greatly benefit your business and your customers’ experiences. 

Have Clearly Defined Customer Service Standards

Being able to meet expectations means that both those receiving the experience and those providing the experience are on the same page. The only way this is possible is if your business has clearly defined customer service standards.

Everyone in your business should be on the same page regarding the services you provide and what the customer can expect.

Solid customer service standards are important for everyone – customers, potential customers, sales representatives, customer service, management, and executives.

Make a Good First Impression

Creating a positive first impression with your client is an essential customer experience best practice. Online users make snap judgments about a business’s online presence in less than half a second.

This means your marketing, website, and advertisements need to be on point with what you are trying to say about your business. The way to accomplish this is through market research. You need to know:

  • your market
  • what your market needs
  • and what you can provide to meet their needs. 

Set the Client’s Expectations

Setting realistic client expectations is another essential best practice. It ensures that you and your client are on the same page.

Client expectations can begin to form even before your first meeting. Online reviews, advertisements, banners, marketing, and even initial queries with your customer service representatives can influence their expectations.

While aggressive promotion of your business can draw in business, you want to make sure that you can provide what you promote.

When client expectations are not aligned with your business’s capabilities, educating your clients on your service – and its features and limitations – can be a good strategy to realign expectations.

Create an Emotional Connection With Your Clients

Positive emotional connections can strengthen the bond between your business and your clients. These connections often make the difference between a one-time client and a loyal returning client.

There are several ways to create an emotional connection with your clients, such as:

  • exceeding your customer’s expectations of what you promised
  • helping your client improve their business performance through the utilization of your brand
  • through a mutually shared vision or philosophy
    (such as eco-friendly businesses working together to produce a result that satisfies both companies’ visions)

Follow Up with Your Clients

Receiving excellent follow-up etiquette from your business is probably one of the most important aspects of the overall client experience.

Not all sales or transactions go smoothly. Clients may have post-sale questions, or they may need additional training. Don’t wait for clients to come to you with problems – call or email them to check a few days after your transaction.

Being proactive to ensure client satisfaction creates a favorable impression. It lets the client know that you value a long-term relationship with them, and that you are confident in the product or service you provide.

With the competitive business market we have today, clients can easily find reviews and form biased opinions based on reviews from former customers. Don’t let the reviews they find be ones that cast your company in a negative light!

By being proactive with your client experience best practices, you can do your best to ensure that your clients return with positive testimonials that your company did everything possible to meet their expectations.

Need some help managing your client experience procedures and business marketing? Consider partnering with a virtual marketing assistant!