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The 7 types of clients – and how to know what they want

Posted on 24/07/2018 by SuperUser Account in Our clients whatsnew whatsnews customer
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What on earth did we do before data? Today, there are myriad different ways to gather and interpret customer data. Most major business decisions aren’t even considered before consulting this information. However, capturing this data can’t be done with a simple, ‘one-size-fits-all’ solution and in some situations, figuring out what your customers want can still be a guessing game...

#GetToKnowYourCustomersDay

What on earth did we do before data? Today, there are myriad different ways to gather and interpret customer data. Most major business decisions aren’t even considered before consulting this information. However, capturing this data can’t be done with a simple, ‘one-size-fits-all’ solution and in some situations, figuring out what your customers want can still be a guessing game. We’ve come up with a few ways to help you overcome these barriers so that you can ‘download’ information from each of your clients based on their personality.

The chatty client
If you know that your client is always up for a yarn, your best course of action is to take them out for lunch. Between appetisers and aperitifs, you’re guaranteed to glean some insight into their business and their expectations of your services. Take note of any key business goals they have, as well as any threats they are particularly concerned about. If your client enjoys the limelight, always ask open-ended questions and encourage them to elaborate further. As well as helping you gather some important information, your client will also feel valued and respected.

The click-happy client
The millennial generation isn’t interested in checking emails or filling out surveys, but they sure are click-happy. In much the same way that their heels assault the city pavement, they are likely to speedily clickity-clack their way through your website or landing page. Website heat maps and click tracking will allow you to see which pages they are accessing and which buttons they are clicking. There’s even some software out there that allows you to see what website visitors are doing in real time. This will show you which parts of your business customers are interested in and how easy your website is to navigate.

The perfectionist client
We’ve all experienced a client who needs things done exactly their way. To save yourself the trouble of endless do-overs and rewrites, do yourself a favour and visit the client’s office. This might be a little old-fashioned and take some extra time, but it pays off. If you are able to check out their space, meet a few members of the team and get a taste of the company’s culture, you’ll find it much easier to understand the business’s values and goals. As an added bonus, your perfectionist client will appreciate you going above and beyond.

The relaxed client
When it comes to government organisations or well-established institutions, these old timers are often happy to stick with what they know. If you’re looking for feedback, a survey via email will usually suffice. This way, people can complete it when they have the time and don’t have to deal with postage or stamps to send it back. Nowadays, everyone knows how to complete an online survey, so no time is wasted trying to learn how to use an unfamiliar survey method. To increase completion rates, keep it simple and provide an incentive for completion. 

The loyal client
Similar to the relaxed client, the loyal client is happy to answer your questions. They appreciate the hard work you’ve put in and know that feedback is important to you. By emailing them an optional feedback survey after they have paid, they can let you know just how much they like you. However, make sure that you ask them specifically for negative feedback. While positive feedback is nice to hear, negative feedback gives you the chance to improve. Don’t be afraid that they will suddenly change their mind after thinking about this negative feedback - after all, they are loyal because the positives clearly outweigh the negatives!

The disgruntled client
At the opposite end of the spectrum, you may be hearing from a disgruntled client a little too much. However, not all hope is lost – when a client is unhappy, the data comes to you. Be sure to ask the client to elaborate on the issue they’re facing rather than trying to justify yourself or gloss over the problems. While it may hurt your pride, you should be willing to consider that you may be in the wrong. This way, you can get to the root of the problem rather than just fixing the superficial issues. This also assists with relationship-building, as it shows that you are willing to listen and improve. By improving the relationship, you may win over a previously disgruntled client!

The busy client
The busy client doesn’t have time for you or your questions, so a survey is unlikely to fly with them. However, don’t be discouraged – you just need to get a little creative! To counter this, be sure to have click tracking and website bounce rates on hand for analysis. Another hint is to send them an email asking, “how are we doing?” with a 5-star clickable graphic – this will take them only a few seconds to complete, and no-one is too busy for that.

Now that you know how to ask each type of client the all-important question about what they want, don’t forget to analyse the results. Make sure you collate all the information into an easy-to-read, meaningful report that every employee will understand.
Speaking of feedback, we’d love to hear from you! Please comment or message us if you’d like any more information or just to let us know if you found this information useful.