How to perfect The interior design Client Experience
In this blog post, I will discuss the Client Experience your clients will go through from the moment they inquire about your services to project completion.
When clients first look for an interior designer, they seek someone to solve their pain points. The most effective way to customise a client’s journey is to find out what brought them to you. What problem do they want you to solve?
This could be a whole blog post in itself, but usually, the pain points fall into three camps:
They want a beautiful space & they are interested in their design but they don’t know where to start
They want a beautiful space & they have seen your work & they want it for themselves
They want a space that is functional and stylish. They don’t know /are not interested in the design; they just want it done.
Unless they have worked with an interior designer before (this makes it easy for you as they know what to expect), designing a space can be a new and unfamiliar experience for many clients.
Now you know your role in solving their pain points- we must curate their experience to reflect their needs.
Let’s work through the stages:
1. The Inquiry
This phase is similar to most clients despite the motivation. As we discussed in the last blog post, this phase is where the client gets to know you a bit better and decides if you can help solve their problem. Your Investment Guide will help them know if you are the right fit for them in terms of character, style and budget. They will decide whether they trust you and your services are worth the investment.
2.The Consultation
The first step in the process is typically a consultation, where you'll meet with the client to discuss their goals and vision for the space. This is an opportunity for the client to provide background information on their space, style preferences, and budget. You will take note of all their preferences and use this information to create a customised design plan/scope for their space.
During this process, you will be listening to the cues that your client will give. They will give you information about the following:
Their flows throughout the space
Their needs and wants
Their ideas
Their budget
Their real budget (you can tell by discussing where they shop, getting a feel for their life, and observing their existing furniture and fittings)
Their experience in design, working with an interior designer etc
Their timeline
You will be looking for cues to tailor your proposal. You will have to educate them if this is the first time they have worked with a designer. Your Investment Guide will have mentioned the process and some details of working with a designer. Still, you will want to emphasise specific points such as budgeting, payments, managing lead time expectations etc.
3.The Design Proposal
Once the consultation is complete, you will present a design proposal that addresses all that you have discussed in your consultation and any other conversations/ communications that you have. Though getting the client over the line with a signed proposal can be tempting, take the time to present in person or on a zoom call. Ensure that you have left adequate time to take questions and allow the client to get to know you better by including examples of projects and how you deal with issues and communications. If your recent projects have had procurement delays, manage their expectations.
Most clients believe that projects will run smoothly if you are just organised. However, as we know, we often get thrown curve balls that have unexpected consequences. Emphasise the value you can add- dealing with these problems, helping them make decisions, and providing solutions.
4.Design Development
Once the proposal is approved, you will bring the design to life for your clients by sourcing materials, arranging for samples, and coordinating with contractors and other professionals.
In this stage, ensure that:
You are clear with your clients about lead times
You have outlined your scope of work, and this is in the contract
You have explained how you will communicate with each other- your standards and workflows
You have set up email templates that allow you to communicate quickly and easily with your client
During this stage, set up regular check-ins with your client, keeping them informed of the project's progress and making any necessary changes based on feedback, procurement and anything else that may delay the project.
5.Installation
When the design is ready, the trades and contractors are in place, and the site is prepared, the installation process begins.
During this time, you are updating the client on the installation progress at least once per week. Even when nothing has occurred on site, do send an update. Clients like to be kept in the loop. Ensure that you take photographs and include them in the report. Keep clients in the loop about other things you are doing with a social media link- they can see that you are actively working and may enjoy seeing some behind-the-scenes views. You can link blog posts etc.
You constantly remind them that you are a professional, showing value and presenting yourself as a professional.
6. Final Design and Deficiencies
Once the installation is complete- on installation day, you will conduct a final walk-through to ensure that everything is in place and that you are completely satisfied with the result. If there are problems, this is the time to tell your client. You will inform them of the solutions that you have resolved for them. You will also make any final adjustments so that the client can enjoy their newly designed space. Don’t forget to make this time a celebration. You’ve worked hard, and so has your client.
Ensure that you have provided a client binder and that your client knows who to contact if there are any appliance problems, etc. If goods have been sent on approval, be clear about packaging, returns and refunds for those items. The more information the client has ahead of time the smoother this process will be.
7.Afterwards
Once the design and installation are complete, don’t forget to manage your client’s experience. Check in with your client after a month and then at the six months mark, reminding them to contact you without hesitation if anything goes wrong. At the year mark, don’t forget to celebrate your design with your client by sending them a small gift. If they are kind enough to give you a testimonial or refer you, ensure that you send them a thank you.
8.Little details
Throughout the project, don’t forget to acknowledge any life events such as birthdays, anniversaries, graduations etc. Have a small stock of gifts on hand- this might include design books, gourmet products, candles etc that you can hand to clients without too much trouble.
You may want to consider having brochures, tote bags, note pad, pencils etc to give away. This all adds value to the client experience.
Finally, think carefully about how you would like to be treated if you were in your clients’ position. Think of examples where you were surprised by thoughtful gestures and replicate them. By following these steps, you can ensure a smooth and successful partnership with your client.
Hi 👋🏽 I’m Joanne!
I’m an interior designer, educator and business coach. After studying Economics and Education at uni, the design world beckoned, drawing me to Christie’s in London, where I completed post-grad studies in art & design and then to Hong Kong, where I founded Eclectic Cool, a design firm and design store. . Eclectic Cool represented international brands such as Gubi, &tradition, HAY, Armadillo Rugs & Dinosaur Designs to name a few. My work and store have been featured in Monocle, Conde Nast Traveller, Elle Decor, Expat Living, Cathay Pacific inflight magazines, South China Morning Post and the ABC (Australia) network and more. I live on the south coast of Australia on a country property between the beautiful Australian bush and the Pacific Ocean with my husband and cavoodle. I’m the mum of three adult children.
