What is Client Delight?
Client delight goes beyond providing services—it’s about showing clients you genuinely care about them and their business. Many think “wow’ing” a client means constantly exceeding the scope of your services, but it’s really the little things that add up to a big impact. Just like with friends, family, or teammates, investing in client relationships builds trust and reduces doubts about the value you provide.
Client delight isn’t about you; it’s about focusing on your client’s needs, wants, and goals. It’s about demonstrating that you’re paying attention and genuinely hearing them. When you create space for this level of connection, true magic can happen.
Purpose of Client Delight
Clients are often distracted by the next shiny offer, but true partnership emerges when personal relationships are built alongside business transactions. These tiny moments of delight show that you care about both the person and the company, well beyond the scope of your contract. Even if a client moves on and no longer works with you, they will likely remember the positive, personalized experience you created.
These moments of connection can make your work more fulfilling and ensure you’re top-of-mind when someone asks your client about your services. The foundational purpose of client delight is in building a long-term and sustainable relationship that goes beyond your working partnership.
Examples of Client Delight
1. Add one element of personalization to templated emails
Take a moment to add a line or two to any templated emails that personalizes what you are sending in some way or creates a laugh or opportunity to connect.
This one email garnered a lot of media attention and won the hearts of their customers and it only took fifteen minutes for him to write – https://sive.rs/cdbe.
2. Prioritize Getting to Know Your Client – Even Before They Get Know You
In the sales and discovery phase, dig deep into your potential client’s history and culture. Customizing your approach to their company—not just showcasing your services—shows you’re invested in their goals. While this level of investment can take time, it will pay off in the long run.
3. Send Thoughtful, Unexpected Gifts
Rather than just sending gifts on typical occasions (Christmas, anniversaries), surprise your clients with small, thoughtful gestures. If a client achieves a personal or professional milestone, acknowledge it with something meaningful. For example, if a client has been training for a marathon, a small gift related to that accomplishment shows you’re paying attention (maybe food – they’re likely recovering or coming off a strict diet – either way they’re hungry!).
4. Celebrate Wins
When your client achieves a goal related to your services, highlight it in a subtle way that reinforces your value. Beyond that, celebrate any significant accomplishments that matter to them, even if it’s unrelated to your work. Congratulating them before they mention it shows you care and are invested in their success. Examples of this can include hitting a revenue goal or an email open rate that leads to high sales of a particular product or finally finding the perfect person for a key position – whatever it is, celebrate the achievement and show them you care.
5. Create a Customized Report (or two)
If you’re tracking key metrics for a client, take the time to build custom reports, even if it’s not standard. Incorporating their branding into your templated reports also adds another layer of professionalism and personalization. Both can make you a little stickier as a service provider and partner.
6. Proactively Engage in Sending Them Key Information
If you come across a new tool, industry news, or an opportunity that might benefit your client, take a moment to share it with them. Don’t overdo this (we don’t want to clutter their inbox), but when you find something truly valuable, sending it along demonstrates that you’re always thinking about their success.
Here’s an example from my own business. As AI technology develops, I came across a new platform that will be a game-changer. I sent this out to my clients with a short note on how it could be useful to them. It only took about 10 minutes per client, but implementation could save them hundreds of hours per year on certain tasks. I love supporting them in this way and it also created a tiny moment to show I care – wow.
7. Educational Value:
Offering clients opportunities to learn (such as sharing industry trends or offering free training sessions) can create added value. Teaching clients something new demonstrates that you’re invested in their long-term success, not just the immediate project.
8. Employee-Client Connection:
Encourage in-person or beyond service connections between your employees and clients. When clients feel connected to more than just one person on your team, it creates a broader, more resilient relationship. A meet-up for coffee (virtual or in person) or lunch can help foster a real connection.
9. Buy Them a Coffee/Lunch
Surprise your client by sending them a doordash gift certificate to get a coffee or lunch on you.
Benefits of Client Delight
Creating small moments to wow your clients highlights that you care beyond the transactional relationship. These interactions build rapport and strengthen your overall relationship, reducing the likelihood of client churn and keeping you top of mind for future opportunities.
Even when the working relationship ends, these moments help build a strong foundation for personal connections, ensuring you’re remembered for the right reasons. You never know what the future might hold and when your paths may cross again.
Financial Focus and Key Metrics
Client delight can significantly reduce churn and create client advocates who drive word-of-mouth referrals—an inexpensive yet powerful marketing tool. Investing in thoughtful gestures now can save you significant marketing dollars in the future.
Additionally, fostering strong client relationships boosts employee satisfaction and retention. When your team enjoys working with clients, it reduces the cost of hiring and training new employees and allows them to thrive.
Beyond the Numbers
At the heart of it, we all crave meaningful connections, especially in a remote work environment. These small moments of client delight provide opportunities to create lasting relationships that extend beyond contracts.
And, let’s be honest—it feels good to give. So, involve your team in creating these moments of delight and let them share in the joy of connection.