Making client experience a story worth telling

Searching around for my next big read I was struck by how choosing a book is not that dissimilar to making a purchasing decision in business. 

Both involve careful consideration, an evaluation of options and can ultimately lead to a journey that will leave a long-lasting impression. The common thread running between these two seemingly disparate processes can be summed up in how we focus on the expectation of the experience that will be on offer.

So, let’s take a closer look at how these processes align and the client experience lessons that can be learnt: 

First impressions matter

In the publishing world, a book’s title, cover and the blurb on the back are the first things to capture a potential reader’s attention. A well-designed cover suggests quality and relevance while a poorly executed one can make even the best story go unnoticed. Similarly, a business’s branding, website and overall presentation come together to create that crucial first impression. Potential clients assess whether the organisation looks professional, approachable and capable of addressing their needs.

In both cases, the initial “packaging” plays a vital role. Whether it’s a book or a law firm, outward presentation needs to inspire trust and draw the potential buyer or reader in.

The power of recommendations 

Word of mouth and social proof are powerful factors in decision-making. Just as readers rely on friends’ recommendations, bestseller lists or online reviews to decide on their next read, clients often turn to testimonials, case studies or personal referrals when choosing a supplier.

Both readers and clients are reassured by positive feedback from others who have had good experiences. This highlights the importance of reputation in driving choices.

Finding the perfect fit

Not every book will resonate with every reader and not every business will be the right fit for every client. Readers often select books based on their interests – be that gripping thriller, heartwarming romance or thought-provoking non-fiction title. Likewise, clients look for suppliers with expertise that’s directly tailored to their needs.

In both scenarios, the decision comes down to relevance and alignment. People seek out the option that feels most personal and suited to their unique situation.

Quality over hype

Substance matters. Readers may pick up a book with an enticing cover, but if the story lacks depth or fails to deliver on its promises, they’ll likely abandon it before the end. The same holds true for business purchases. While a polished image and glowing reviews may attract clients, their experience will ultimately be defined by the quality of the advice or deliverables they receive, how they were treated (including how they were communicated with) and the results achieved. 

Consistency also matters. In the same way that a great read doesn’t involve wading through poor-quality chapters mixed in with the good, businesses should strive for a positive experience to be delivered by all the departments a client comes into contact with.

A memorable journey

A great book captivates – confidently taking its readers on a journey that offers something unexpected and insightful as well as moments of resonance and emotional connection. Similarly, a positive client experience should feel seamless and well-managed. From onboarding, to resolving client challenges and even, billing, every interaction should build trust.

Both journeys – whether you’re reading or doing business – should leave a positive, lasting impression. The goal is to make clients or readers feel engaged and satisfied with the outcome.

Emotional connection is the key to loyalty

Emotions are the cornerstone of client experience. Beyond the work you do and the results you achieve, how a client feels during their journey with you can make or break your working relationship. It’s how an interaction that could be merely transactional becomes a real connection. 

Similarly, a great book sparks connection – whether it’s the writer’s experience resonating with you or you being able to see things from a new perspective. 

In short, emotional resonance – connecting on a human level beyond the problem being solved or the words being read – is what transforms a good experience into a great one.

When clients have a positive experience with your business, they’re more likely to return to you in the future and recommend you to others. Similarly, readers who love a book often become advocates, recommending it to friends or seeking more by the same author.

Both examples show how delivering an exceptional experience can turn clients or readers into lifelong advocates, further cementing your reputation or that of the author.

Conclusion

At first glance, choosing a business supplier and picking a book may seem worlds apart. However, both processes revolve around identifying relevance and building trust. Drawing on these parallels will help you refine your client experience to make it as engaging and memorable as a great book. 

I hope you’ve enjoyed the first instalment of ‘The Happy Client’ in 2025 and if you need a hand with your client experience (or indeed, recommendations for a good read!), please do get in touch.