From Clients to Superfans: Crafting Experiences That Keep Them Talking
When I think about client experience, I feel it’s a lot like your favorite restaurant. You know the one where the hostess remembers your name, the ambiance hits just right, and even the brown bread basket feels like a warm hug? Every moment, from the greeting at the door to the final bite of dessert, leaves you feeling valued, seen, and like a cherished guest. That’s the kind of vibe we want our clients to have when they work with us. Because when it comes to scaling your creative business, designing a memorable client experience isn’t just the cherry on top—it’s literally the secret sauce that keeps them coming back.
Why Client Experience is the Key Ingredient in Scaling Your Business
A lot of us in the creative world focus so much on perfecting the work—finessing the designs, tweaking the deliverable, crafting the strategy, getting the thing exactly right—that we forget the glue that holds it all together: the way our clients experience working with us.
It’s not just about delivering a beautiful project. It’s about creating moments where they feel cared for, that matter. Those are the moments that lead to glowing referrals, repeat projects, and clients who rave about you, on repeat.
1. Managing Expectations with Crystal-Clear Communication
Let’s keep it real around here—nothing tanks an experience faster than poor communication. A client who doesn’t know what to expect is a client who ends up frustrated, and who loses trust and starts to question everything. Last thing you want is an email from a client, saying “I think we were supposed to be doing X, Y, Z. Can we schedule a time to chat? I need to know next steps!”. Woof. We definitely don’t want that.
Instead, start the project off by setting the stage with clear and consistent communication.
Think client welcome guides that outline every step of your process, what they can expect from you, and what you need from them. Not only does this help manage their expectations, but it also positions you as the expert and keeps your boundaries in check. And, this helps to streamline things too. Your client has all the info, and you’ve done your best to guide them. Go you!
Want to level up even more? Invite them to a joint project board where they can track progress and see exactly where things stand. Suddenly, it’s not just your project—it’s our project. That’s powerful stuff!
2. Adding Personal Touchpoints Along the Journey
Let’s get personal. (Not like, sharing-too-much-on-the-first-date kind of personal— but more like “Hey, I saw you posted about your [big cool thing] on Instagram, congrats!” kind of personal). Real-life touchpoints in whatever way feels natural and comfortable to you show your clients that you see them as people, not just projects.
It could be a thoughtful onboarding gift, a handwritten card on their birthday, or just popping up in their DMs to cheer them on. Every little touch says, “I care about you.” And you know what? These days, that’s honestly so rare. When you’re building relationships, these moments make all the difference.
3. Streamlining Processes Without Losing Your Spark
Now let’s talk about automation… Oooh, I love me some automation– but I have to admit, I’m not quite a “hand it over to the bots” type of person, (though I do love ChatGPT). But, I 100% believe in streamlining processes because who wants to write the same email 27 times?
I totally get not wanting your clients to feel like they’re being shuffled through a robot-powered assembly line. And the key to that is balance. Focus on automating the boring stuff, that’s still oh-so essential— like scheduling meetings, sending out payment reminders, the “we’re kicking off!” email, etc. I loooove using Honeybook for this, and you can snag 50% off by signing up with this link!
That way, you’ll have more bandwidth to add the personal touches where it counts. Show up with personality, warmth, and genuine interest in your client’s success, and they’ll know they’re not just another checkbox on your list.
4. Gathering and Implementing Client Feedback
Ok, now here’s where we get real honest—sometimes things don’t go perfectly. Maybe the timeline for the project was tight and you (and the client) weren't happy with the results. Maybe you did everything right, but the client couldn’t figure out how to open their files properly. Right? These things happen.
I recommend that all my clients gather client feedback and that they complete their own internal project review. This gives you a chance to learn, grow, and yes, sometimes even apologize. But more than that, it gives your clients a voice and shows that you care about their experience from start to finish.
Implement their feedback, where it makes sense, and you’ll improve with every single project you close. Plus, nothing makes a client feel more valued than seeing their suggestions actually come to life. Tell me in the comments if you’ve had this happen to you!
Wrapping Up: Make Your Experience Unforgettable
Last but not least, it’s a crowded market, y’all. Your process and the experience you deliver to your clients are what make you stand out. Tie in your core values, bring your personality, and put your own creative spin on every touchpoint. Because when clients walk away, they should think, “No one does it quite like [your name].” And that’s how you stand out. Not by being the loudest— but by making them feel truly supported.
Want to dig deeper into designing moments that matter?
Check out the Client Experience Playbook–where we break down everything you need to set the right tone at client onboarding. Grab it here!
