The couple found you… The couple booked you… Now it is time for you to deliver…
Not talking about your end product... Talking about the customer experience leading up to your end product.
Think of it as a journey that you and the couple take together.
And, since the couple has never taken this journey, up to you to set and manage their expectations.
Why is this so important? • raving reviews • more referrals • and a robust ideal couple cycle.
The setting, managing, and delivering on expectations is done with and through
Communication
You know the WHY Now the WHAT & the HOW OFTEN
Are you ready for this?
Source: WeddingWire’s WedInsight’s Communication Fact Sheet, based on their Vendor Communication Study, Q4 2016
5 Tips for Evaluating and improving your client communications
Tip 1 - Create a Communication Plan Should fit your business, your ideal couples, and you.
Your Plan Should Include: • At what points you’ll communicate with your couples. • And at each point, what you are communicating, and how.
A communication plan provides your couples the information they need to have so they can get the best experience with you.
And, a communication plan makes sure your couples provide you the information you need to give them that best experience.
**REMEMBER** They haven’t done this before. How can they know what you need?
You are their guide and expert!
Plan should be based on your ideal couple. - How you sell yourself. - Your place in the price vs. service range.
Lower volume + higher price = more flexible plan
Higher volume + lower price = more set plan
Communications plans are not one-size-fits-all. Servicing different market segments, low price all-inclusive vs. high price a la carte
or drastically different offerings. full wedding planning vs. partial vs. month of
Your communication plan is supported by your systems.
Your systems help to provide your communication plan with: consistency efficiency ability to scale and grow and most important - sanity!
Tip 2 - Set expectations and set them early!
• Main ones before booking • More detailed and in writing after booking
Like a map for first-time visitors
Couple Should Understand: • Milestones – the what and when for meetings, calls, and assignments.
• The Why – what is gained for them by the main meetings, calls, and assignments.
• Preferred Communication – the methods and timing.
Manage their expectations throughout their entire customer experience. **REMEMBER** They haven’t done this before!
Each main communication can include mention of the next step.
Be flexible & understanding, while nudging them back on plan.
Tip 3 - Make your communications personal Their event is personal and matters to them. Therefore, what we do for/with them is personal.
How much do they care? “Seemed like the emails were canned and just changed names. Not personalized.” “Abrupt email, not answering specific questions.” “The emails seemed impersonal, and, though it is, like it was just a job to them.” “… lack of customization and flexibility for our needs.” “… lack of effort to make a connection.”
Emails: Templates vs Automated Automated should be kept to a minimum – based on your business model or if it best fits the needs (e.g. invoice reminders). If using more than a handful, you can explain why upfront while setting expectations.
Email templates are prep work. NOT the final product.
Recipe for Email Templates 1. Look at the places in your process where you tell most or all of your couples the same thing. 2. Create a template with everything you could want to include, knowing you will edit it for each couple/wedding before sending.
Recipe for Email Templates – cont. 3. Think about your tone and how you sign off. 4. Edit for them, personalize, and re-read for errors. 5. Send the email.
No matter how many weddings or events you have this year, they have one and they care about theirs. Help them feel that you care. To them, it is only about them.
Tip 4 - Balance between length and amount of information Think mobile Think sh ort
e t a l p r i e h t n o s t o l k n i Th
attention
span
Think new to this
Tips for balance in your emails Multiple short emails vs one long email Sections & bullets are your friends More important information up top
Other email related suggestions Short email with link to questionnaire for gathering needed information. Short email with link to a hidden page on your website for showing important info.
Also applies to other communications Pre-work before meetings In-person vs via email Major stuff in a meeting, rest as follow-up Meet virtually or a messenger conversation
Tip 5 – Better V2V Communication Why? Things run more smoothly
Better experience for the couple
Seen as a pro with an attention to the details
Which all leads to more referrals
How to improve V2V communications Think about two things: • What information do you need? • What information can you offer?
How to improve V2V communications Remember: • Be helpful not demanding • Cut your losses if unresponsive • Check your spelling and grammar
Start to earn that raving review and those referrals! Plan, revise, improve. Exceed their expectations! Their Customer Experience has only just begun‌
Keep In Touch! Can I Help? Bethel Nathan Elevate by Bethel – business coach Ceremonies by Bethel – officiant open to all www.elevatebybethel.com www.ceremoniesbybethel.com Instagram & Twitter: @bethelnathan Facebook: @elevatebybethel and @ceremoniesbybethel