Using Behavioral Science to Improve the Client Experience
Industry veteran and entrepreneur Elise Mitchell said, “Value is in the eye of the beholder.” Teams can lose sight of the client’s perception and that ultimately can damage the relationship and business opportunity.
How can we craft a client experience that surprises and delights? We assume that efficient project management, clear communication, meeting deadlines, and staying within budget are the cornerstones of an outstanding client experience. These are merely the baseline — what every other firm is already striving to achieve. To truly differentiate, we need to dig deeper and uncover clients’ true expectations.
Elise Mitchell spoke on this topic with PRC members, providing an overview of behavioral science principles to better engage with clients and get them to “yes.” By understanding and addressing the subtle ways clients perceive, react to, and make decisions — often unconsciously — firms can create experiences that feel effortless, distinctive, and memorable, all while remaining cost-effective.
Mitchell emphasized that dealing with client resistance is a critical part of moving engagements forward. She proposed a three-step approach to dealing with client pushback:
- Acknowledge the client’s concerns
- Ask probing questions to understand their hesitation
- Act by offering alternative solutions.
As humans, we often hold biases and make irrational decisions influenced by emotional or psychological factors that aren’t always obvious. Nudging leverages these tendencies by gently steering individuals toward a desired action. For example, reframing a proposal in terms of potential rewards and future reality can help shift the client’s mindset from a threat to a reward perspective.
Mitchell explained, “We are always making assumptions about each other and most of the time our assumptions are wrong. Asking the right questions has the benefit of not only getting the other person to talk it out, but for you to get more insight about what they’re thinking.”
The most impactful client experiences are defined by how the final outcome makes clients feel. By understanding how clients perceive and process experiences, and learning how to influence those perceptions, we can shape interactions that deliver both perceived and actual positive results.
PR Council Members: To watch the full webinar recording, make an account on our website here and access it in the Resource Library.
