Whether you want to improve your website or you’re launching your brand new business, it helps to take a moment to think about client behaviour. Client behaviour is not the same as the client experience, but having a good understanding of how your clients behave will help to give them a better experience when they interact with your business.
Why understanding client behaviour matters
Here’s an example of how having a client experience that doesn’t align with client behaviour can go wrong.
Lots of people order groceries for home delivery, but they can’t reserve their regular slot with an empty basket. Because they can’t get the customer experience they want, people came up with a workaround – they whack the most expensive bottle of booze into their basket and check out. This reserves their delivery spot, and they go back into their basket to swap the booze for a full grocery shop when they have the time.
But that doesn’t always work out. Sometimes people forget to do the weekly shop and surprise! A van pulls up to deliver a lonely bottle of the supermarket’s most expensive champagne later that week (this happens all the time, just ask social media!).
So, how can you understand client behaviour to avoid disappointing them or delivering something that isn’t quite right?
Breaking the client journey into stages
Broadly speaking, there are 3 stages between a prospect becoming a care client. Awareness, consideration and decision. It helps to understand client behaviour at each of these stages.
- Awareness – This is when the prospect realises they need help with care. Maybe a relative has come out of the hospital, had a fall, or the primary caregiver is taking a holiday.
- Consideration – This is when they think about what level of care they need and how they could get it – could they free up more time in their personal life to care for someone, or do they need to bring someone in? And could that be another family member, or do they need a professional?
- Decision – This is when they weigh up their options, meet some registered managers, focus on pricing and value, and choose the best care provider for their needs.
Be proactive
If you understand the client journey, you can take steps to give them what they need at every stage. While you can’t directly reach out to prospects during the awareness stage, what you can do is think about the questions they’ll be asking themselves, and how you’re addressing their needs. Use this insight later when you’re working on your website and brochures.
Care is a personal and intimate thing, so often people will ask around for recommendations. Otherwise, they’ll likely turn to Google and take it from there. During consideration, make it easy for them by being easily visible – place ads in the community or relevant places online and make your website easy to find with SEO. Give them the facts about your business and encourage them to learn more.
The decision stage is where you really want to sell yourself. Highlight your strengths and USPs. Make it easy for them to reach out with questions and respond quickly. Have a strong online presence across multiple social channels as well as your website, and have brochures ready to go if they want more information.
Don’t make clients work to do business with you
Every step of the client experience should be joined up and seamless. People shouldn’t have to come up with creative ways to get around an awkward process that doesn’t work for them. Understand that people booking an initial consultation for a loved one might work full-time, for example. Don’t make them choose between taking time off work or not being able to support their loved one.
If you’re not sure what your clients’ ideal experience is, ask them. Sending a survey or asking the question when you’re having a chat will show that you really care about making a difference in their life.
Find out more
Want to find out more about how we can help you meet client expectations at every touchpoint? We invite you to check out our services page.
