Optimism is in the air this spring as we look forward to the prospect of returning to the activities we enjoyed pre-pandemic. Like the first flowers of the season sprouting, brick-and-mortar businesses are gradually reopening after what many would describe as the Longest Winter Ever. With this welcome turn of events, the ways to WOW your clients are evolving. Head of Knowledge Labs® Professional Development Michael Futterman shares his latest inspiration and guidance.

I’m guessing a lot of you are having thoughts or conversations about what you’re going to do this summer. As we start to envision a return to normalcy and anticipate the grand reopening of travel season, our thoughts are turning to all the things we had to put on hold last year.

Just this week I've had three separate conversations on this topic: One with my kids, one with my spouse and a third with my younger sister. What struck me is the differences in what they’re looking forward to. My kids are thrilled at the prospect of going back to summer camp but are disappointed that their favorite counselors from the UK won’t be able to get visas for this summer. My spouse is excited to host dinner parties with an expanded array of friends and my sister is saving her money to attend a few different music festivals around the world. As for me, I'm just looking forward to the day when I don’t have to wear a mask and fog my glasses.

The point is, each of us is looking forward to something different and specific. And as we look at ways to wow our clients, it’s valuable to remember that great WOW experiences are always personal and timely. Here’s what to consider as you look for ways to connect with clients in the coming months.

How Are Your Clients Feeling?

As Dr. Maya Angelou once said: “People will soon forget what you said. They will never forget how you made them feel.”

When thinking of ways to WOW your clients right now, it’s important to first connect with them about how they are feeling during this time. Your clients are likely in various stages of physical and mental recovery from the year we’ve had, and their personal experiences, interests and pain points will determine where they fall on this spectrum.

Is your client excitedly planning that first post-pandemic vacation? Yearning for a chance to gather with friends and family again? Or simply dreaming of more time outdoors after a year staying at home?

The following ideas are just some of the ways you can deliver WOW experiences in response to the different types of unstated emotional needs you might discover through your conversations:

For the client who could use some fresh air

• Is there an upcoming outdoor concert you know your client would enjoy? Send them event tickets for an evening of music and fun.
• If your client is more of the hiking and camping type, send them a wilderness safety kit to inspire them to take an adventure.
• For a baseball fan client, this is a great time to see if you can get them tickets to their favorite team’s game this season.

For a client planning the long-anticipated getaway

• Email your client a guide of the best local restaurants in a city they’re planning to explore – along with a gift card to try out your personal favorite.
• If you have a client planning a beach vacation, make it even sunnier with a personalized beach tote.
• With road trips becoming more popular this year, surely you know someone headed out for one. Help them feel extra prepared with a fun road trip survival kit packed with snacks and entertainment.

For a client eager to gather and celebrate again

• Is your client celebrating a birthday in the family? Rent a local private movie theater so they can host their friends.
• Say “congratulations” on a new life or career milestone by sending your client a set of custom-etched champagne flutes.
• Help your client kick off a season of backyard barbeques with a personalized grill tool set.
• Plan a group canvas painting session where a client can create art and new memories with family and friends.

The Art of WOW is always applicable to life and business. But as we emerge from a global pandemic, we have a particularly clear opportunity to identify what would emotionally appeal to our clients at this time. We hope you’ll find inspiration in the suggestions we’ve outlined here. For even more inspiration, explore our additional resources below.

Janus Henderson is not responsible for the content, accuracy or timeliness and does not make any warranties, express or implied, with regard to the information obtained from other websites linked herein. Please refer to your firm’s policies and procedures. This is being provided for educational purposes.