If you rely largely on word-of-mouth referrals to grow your business, you already know how much harder it is to acquire a new client than to keep an existing one. Here’s the thing, people are four times more likely to share a negative experience with others than a positive one. But they’ll also rave about an amazing experience if it leaves a lasting impression.

In fact, 70% of our buying decisions are based on how we feel we were treated. That’s why it’s not just about the destination, it’s largely about the journey. Every interaction your clients have with your brand matters. Each touchpoint, whether it’s an email, a phone call, or a product delivery, shapes how they feel about your business. And those feelings determine whether they’ll return, recommend you, or even pay a premium for your services.

When I help clients with branding, I’m not just focusing on logos, colors, and fonts. I’m helping them shape their clients’ experiences and create lasting impressions. It has to be intentional.

Let me share a personal story. Decades ago, I missed a flight because TSA held me up. I was upset and stressed, but an Air Canada employee went out of their way to console me. They put me on the next flight, upgraded me to first class, and even drove me to a mall so I could relax until it was time to board. Thirty years later, I’m still telling this story! Why? Because that experience stood out.

Now, think about your own experiences as a customer. Can you recall a moment when a brand went above and beyond? Those moments stick with us, and they can stick with your clients too if you design their journey thoughtfully.

What Is a Client Journey?

A client journey is the story of your client’s experience with your business, from start to finish. It includes all the stages and touchpoints along the way:

1. Awareness
2. Research
3. Initial Contact
4. Onboarding
5. Engagement Process
6. Offboarding
7. Ongoing Relationship Building

Our job as business owners is to guide prospects through this journey in a way that takes them from their current state (less desirable) to their ideal state (more desirable). We want to make that process enjoyable, memorable, and for bonus points: “talkaboutable.”

Why Is the Client Journey So Important?

When you invest in creating an exceptional client journey, here’s what happens:

• You stand out. In crowded markets, people remember businesses that go the extra mile.
• Your clients come back. A great experience builds loyalty.
• Your clients talk about you. Word of mouth is marketing gold.
• You can charge premium prices. People will pay more for an elevated experience.
• You deepen relationships. Strong relationships lead to long-term success.

Being good at what you do is no longer enough, it’s just table stakes. Clients want more than quality work, they’re looking for meaningful experiences that meet (or exceed) their expectations.

Think of it like dating: there’s a natural progression of steps before you get to “I do.” And even after the sale (or the wedding!), the ‘wooing’ doesn’t stop. Husbands, should you stop taking your wife on dates just because you’re married? Of course not! Similarly, nurturing your client relationships doesn’t stop once they sign the contract or make a purchase.

How to Create Your Own Client Journey Map

To design an unforgettable client journey, ask yourself these questions at each stage (before, during, and after the sale):

1. What is my client doing, thinking, and feeling?
2. What touchpoints do I have with them?
3. What barriers might they encounter? How can I remove them?
4. Where can I add extra value or “unicorn dust”?

Evaluate Your Client Journey:

• Are you seeing things through your client’s eyes?
• Are you being proactive about their needs?
• Are you expressing gratitude?
• Are you collecting feedback?
• How do you want them to feel at each stage of the process?
• Are there steps that feel difficult or clunky for either of you? If so, how can you improve them?
• Are there moments where you can surprise and delight them?

Sprinkle Some Unicorn Dust

Unicorn dust is all about creating meaningful, memorable moments that leave your clients smiling and help them form positive associations with your brand.

Here are some examples:

• My VIP Days: When working with clients one-on-one, I buy lunch and use any extra time for additional projects they care about. I always send some branded swag with their new logo to celebrate the end of our engagement!
• A designer who backflips: There’s a graphic designer in my network who literally does a backflip when a client says yes to working with him, it’s his signature move!
• Ritz-Carlton’s legendary discretion: Ritz-Carlton gives employees $2,000 in customer service credits to create magical moments for guests without needing management approval.
• Zappos’ customer-first philosophy: Zappos prioritizes customer service above all else, offering a 365 day return policy, often going far beyond what competitors are willing to do.
• Magic Castle Hotel’s Popsicle Hotline: This LA-based hotel has a phone by the pool that guests can use to order free popsicles, delivered on a silver platter!

Real-Life UX Success Stories

Here are some brands that have mastered the art of crafting unforgettable customer journeys:

1. Disney: By focusing on creating magical guest experiences, Disney has increased guest satisfaction by 35% and repeat visits by 30%.
2. Starbucks: Their consistent approach to customer interactions has boosted satisfaction by 25% and retention by 20%.
3. Tesla: Their reimagined customer journey has led to a 30% increase in satisfaction and 25% improvement in brand loyalty.

We are wired to choose better experiences over mediocre ones, even if it costs more or takes more effort on our part as consumers. So why not give your clients an experience worth talking about?

Consciously build loyal relationships by delighting your clients at every stage of their journey—and give them a reason to rave about your brand… because they’ll talk about it either way!

And remember: It’s all about the journey!

If you’re looking for a framework to help you find opportunities to dazzle your clients and create your own memorable customer journey, download my template here.

Happy journey building!