Suzanne Chadwick 0:00
Hey, lovely, welcome back to the podcast. I was always amazing to have you here I am starting to dive into more solo episodes now that back from holiday and all the rest of it and lots of new ideas coming to me. But obviously, if there's anything that you ever want me to cover on the podcast, and I'm always interested to hear from you, what is something that you're struggling with, you need some help with you'd love a framework around I am a framework girl. I love creating frameworks. It's just how my brain works. I'm like, How can I explain this in a really easy way that gives you great questions. And key things like three things, five things that obviously all start with the same letter to help you be able to navigate through it. So let me know DM me at Suzanne Chadwick on Instagram. And obviously, if you're not following me on Instagram, make sure you do because that's where I like to hang out and engage with everybody and say hi, as well. So today I'm going to be sharing something with you that I've created, which is around creating your client success criteria, the CSC. And I think that it's really important as a service provider, and even as a product based business, to think about how you're going to measure whether you had a successful client interaction whether when your client worked with you, they had a successful outcome. So this is something that I talked about in the amplify accelerator and mastermind. Obviously, if you are wanting to create a group program, you are a coach or consultant, you're wanting to grow your sales and your business in that area, then make sure you come and apply at Suzanne chadwick.com forward slash amplify. But what we're going to talk about today is really thinking about some of the questions that you can be asking yourself to reverse engineer how you're going to get your clients the results that you are promising them at the end of the day. So I'm excited to dive into this, I know it's going to be super practical for you. When this episode goes live, we are still coming up to magnetic mastery. And so if you haven't got your ticket yet, then make sure that you grab it at Suzanne chadwick.com forward slash m m for magnetic mastery, grab that ticket and the bold business Christmas party ticket. And come and join us at the prints in Melbourne on the 23rd of November. So would love to see you there. But listen, let's dive into this week's episode.

Okay, so as always, we're going to start with a few key things that you can be thinking about when it comes to creating your CSC, which is your client success criteria. So there are five questions that I think are really worth asking. We could go super deep into all of this, but we want to be able to keep it simple. So that number one, this podcast episode isn't too long. But secondly, so that you can take some of these questions away and think about it for your own business. And can I say I think that this works for any business. So whether you're a website developer or a copywriter, or a coach, whatever, whatever it is. And so the first thing that you want to ask yourself is what experience do I want my client to have? And how am I going to reverse engineer it. And so I was actually talking on a podcast the other day, all about customer experience, brand, experience, etc. So I feel like this is one of the first things we really need to think about is when somebody comes and works with me, and a great thing my coach once said to me is, what is the testimonial that you want them to write at the end of the day, once they're finished working with you. And that's what you want to reverse engineer. And I think that this fits really well into the CSC. So I want you to think about what is the experience. So I want the experience to be one where they feel highly connected. They feel connected to me, they feel connected to other people, because I do a lot of group programs. That's something that, you know, is something that I think about a lot how do I help them to feel more connected to each other? Because remember, people come for the content, they stay for the community. So I really value the community, I make sure that we try and create community events like magnetic mastery or our you know, our client and community dinners as well under Supperclub. And so how can I create an experience both within my programs and outside of my programs? And so for you when there were came with you and maybe within your wider community as well, if that's something that you want to build out, but what is the experience that you're giving them and really craft it? Like, think about when somebody joins me? Do you send a gift? What's the welcome email? Is it a video? Is it a email that you're sending them? What is the opportunity for them to then share more about themselves and connect with other people within the group too. And I actually feel like that is part of your business's success, if you have a great brand experience, because at the end of the day, if somebody has a great brand and customer experience with you, number one, they're going to feel amazing, they're going to tell other people about it, it's more likely that they will stay with you if you have that option for them to continue to work with you. Because, you know, we do buy based on emotion, not just those tactical things. And so, crafting your brand experience is absolutely part of your client success criteria. Have they been able to engage? How often are they coming back into the platform, those sorts of things in order to work with you and get the result that they want. And so when you can really think about what that experience is that you want them to have, then it's just about reverse engineering and actually taking the time to craft it. And think about from the minute that they join or start working with you to their offboarding and finishing up with you, what are all of the things that you want them to experience? What are all of the different things that they're going to go through? And how do you want that to look and feel and be for them? Yeah, so that's the first thing is to craft that brand experience and define what you want it to be. The second thing is what is the outcome that you've promised? So depending on what it is that you do with your client, there will be a brand promise there will might be there will be a product or a program promise that you know, I sort of say to my amplify clients, you've got the what life is like before you work with me? And then what's life like now, after we've worked together? You've been in the program? What can you do now? What is it that they're going to walk away with? And that's why people buy, you know, is because you've promised them an outcome? And so really sitting down and understanding what is the promise that I've made? And then really looking at how am I going to ensure that they get that outcome? So that is another question you need to ask yourself not only what is the outcome that you've promised, write it all down? What am I said, I'm going to do whatever I promise, what's the outcome they're going to have? But then how are you going to ensure that they get that outcome. And I think this is where some people don't spend enough time. And where you can miss an opportunity here is that if I'm saying to you, you're going to be able to create your program. Alright, so what is all of the content that I'm sharing that's going to teach them how to create their program? How am I going to be supporting them on an ongoing basis to deal with the mindset blocks and barriers that they might come up against? When they're in the process? What happens if they get stuck somewhere along the way, generally with, you know, learning something? What other support am I going to provide them? How are we going to create an environment of learning and a culture of learning as well, to ensure that they're able to create that program and build it to a high standard, because obviously, the other thing that you want, once again, depending on what you want to do is that you want your client to have a high quality outcome, not just any outcome, but a high quality outcome, where they walk away going, that was awesome. Like I learned so much. That was great. And I do think that depending on where you are in your business journey, and what stage you're at as well is that this is something that you'll get better and better at, obviously, because you'll learn a lot along the way. But I do think that even if you're at the beginning stages of your business, asking yourself these questions means that you'll get there so much quicker, like that, you'll be able to give your client the successful outcome at the high quality level that you want to if you're asking these questions as well. And so what you can also do is kind of have a success criteria within your success criteria. And that's really saying what are the key measurements of success that I want my clients to be measured against? And so for me, I have sort of three C's that I work to, which is their competence, their confidence, and their cash. And so it's a pretty crude like way of of measuring it, or there are a lot of other criteria. that I look at, you know, communities definitely one as well. But what I really want to think about is when my clients work with me, I am I working with them to increase their competence. So their knowledge, their understanding, their ability to execute on what it is that I'm teaching them, whether it's in brandbuilders Academy slash bold Business Academy, amplify, or the bold speakers collective in any of my programs. are they learning? Are they walking away with more knowledge than what they came with? And how am I measuring that? What am I doing that ensuring that I can see that they've learned along the way. And so within the worksheets, and even we have competitions, so we have competitions in VBA, that when people go through each module, then they can share what it is that they're going to implement, what they've learned what they've done, and they can win, like a gift box. And so that's something that we have baked into the program that helps people to implement more to showcase what they've learned to share what it is that they're going to do. So that we can see, yes, they've understood it. And obviously, within the live coaching calls, as well, we can also understand and answer questions. So they, we can make sure that they understand what it is that they need to do how they need to do it, get any support that they need along the way to ensure that they're increasing their competence, so that when they leave VBA, or when they finish going through the content the first time around, we know that they understand how to market themselves better that they understand, you know, what their brand strategy and how they're going to become a known in their market, what what that strategy is, how they're managing their money, and they're starting to pay themselves. So, you know, getting the feedback and testimonials is also a great way for us to understand what competence level based on what outcomes our clients have had through that understanding and going through it. And so that's something that's really important. And if you don't know that your client has learned something along the way, if that's what you do, once again, you've got to define what your key success criteria is going to be. Then you just need to think about how am I going to measure that? Like, what are the checkpoints, the measurement that I'm going to use in order for me to know that I'm delivering on that promise. And so another thing that we've done within VBA, I'm just gonna give that as an example is that at the end of VBA, in the last module, there's actually a checklist. So it says, By the end of BBA, these are all the things you should know, and that you can now do, and they can check it off. And I remember when we first sent that out, and shared that so many people were like, Oh, my gosh, I didn't realize that I had learned so much, I didn't realize that I had actually done all of this. And I think that's another thing is that a lot of times when we work with clients, and we are supporting them to achieve certain things, they don't always realize what they're learning, they don't always realize how far they've come. And so one of my other clients was sharing that she was working with somebody, and that person got her to record a video at the beginning. And then like two months later, record another video. And then at the end record another video that shared like, where they were at what they were struggling with what I had was good right now, and so that they could see their own progress. So I almost want to encourage you to really think about how are you facilitating your clients seeing their own progress? When they're working with you? What is it that they're getting from you? Yeah, and so being able to be very specific, and write down that these are all the checkpoints, so for assets, you know, accountability in the group, and having a prize that people when when they aren't saw, what they've learned, what they're doing, what they're implementing, having the checklist at the end, making sure that, you know, they understand that this is now all the things that you can do now that you've been through VBA. And for them to recognize that, you know, within amplify one of the success criterias that we that I love to really have and obviously money is a big thing. It's one of the things, but I always say to my clients, one of the success criteria is is you actually did the thing like you built the program. You did the content, you marketed yourself you launched you built your personal brand, like so often we focus only on money and money is not the only measure of success. And obviously for me as a business coach, it is absolutely one of the things that I want to see my clients have success in is increased their income, increase their profitability, manage their money, well pay themselves, but also achieving those milestones of creating the thing that they came to create, and building it with, you know, the support and making it a high quality asset that then continues to generate revenue for them. Like that is without a doubt one of the key success criterias within amplify specifically that I want them to have. So that competence of understanding and learning something new and implementing it successfully is something that I have. So what could that look like for you? What is it that you could do that could show your clients how far they've come? The second C for me. So the first one is competence. The second C is confidence, confidence, slash courage. And so with my amplify clients, watching them, like run live webinars, build their audience, run ads, get on lives, collaborate with other people, build their personal brand, become super confident in their message and really feeling deeply into what it is that they're here to do, who they're here to serve, feeling super aligned with what it is that they're building. And building that thought leadership as well. Like that is another success criteria for amplify as a program is that when I am watching them, do all of that and acknowledge that and one of the things that we do in our weekly coaching calls as well is that we always start with wins. So what is your win? What is it that you're doing that has been courageous and brave, and that you want to share, and then we celebrate each other too, because once again, we have to acknowledge the things that we're doing that are hard and that are courageous, and that have really taken us to a different level of confidence and a different level of stepping into that courage. And I love hearing clients when they're like, I can't believe that was such a problem for me, like now I can easily jump on a live where I can easily run the webinar. And I can easily speak to this many people and stand up on a stage or whatever it is, or Yes, I launched my podcast, and now I'm getting messages from people saying, like, I love what you share, and how do I work with you, you know, so it all compounds to the outcome that the client wants, which is why they joined the program, why they decided to work with me. And so you understanding what those success criterias are, and then you communicating that to your clients as well, I think is really important. Because once again, we can sometimes be really blind to how far we've come, what we've done, where we were, when we started and where we are now. And so talking about that, like, that's amazing. This is a definite success, you know, success criteria that you can say that you've achieved now, like you did that the third success criteria for me because of what I do. So you'll have to define this for yourself. But it's cash. It's you know, making sure that when clients work with me whether it's one on one business coaching through amplify through BBA, through, you know, the bold speakers collective, then they are increasing their revenue through whatever it is that I'm teaching them. So for example, within VBA we get the foundations in place, they redo their pricing, their packaging, their branding, their marketing, etc. And so one of the key things that I talk about is I want them to be able to pay themselves more I want them to manage their money well pay themselves more pay themselves pension super, and making sure that they are increasing their revenue. And so we talk about how they can market themselves more how they can create a brand that attracts the clients that they want to be working with. And so BBA has a cash success criteria for me, which is why I love quantifiable testimonials when clients say I tripled my profit or I made 13k and then sold out you know, the next time I launched and things like that and then within amplify obviously creating the program is one of the success criteria but also then shifting their business model potentially getting like now coaching clients instead of just one on one done for you type service clients launch financials as well. So we do look at those things. So it's really important to take a look at did the client achieve a financial windfall from working together? When we look at courageously you for example, that success criteria is not cash. I think that has a knock on effect from doing the work then there could be financial benefits down the track but really courageously you is about Building mindset building courage, building competence, understanding how you can start to manage your brain so that it becomes an asset in your business.

So there is not for that program, say a cash or monetary outcome specific to the program, for bold speakers collective, it's about getting paid to speak so that I teach my clients how to build their speaker brand, their personal brand, how they can start to pitch themselves how they can create their rates page so that when somebody asks them to speak, they say this is how much I charge. And so now some of my clients in there have been paid to speak at events, and they get paid now to speak in memberships and courses and things like that. So there is a financial element to that. So for me in the work that I do, because of what I do, that is a success criteria. But other things that you can look at is, you know, did you help your client to build their brand online and feel really proud of what they're now what they're now putting out into the world? If you're a web developer? Did their you know their sales page convert? If they're a copywriter? Or do they feel more confident in their message and how they're putting themselves out there? And what are they talking about what it is that they do? If you work with them around copy and messaging? You know, if you're an email consultant, did the emails get more engagement? They build their list? Did they convert more clients into sales? So I think it's just really looking at what do you do? And then what are the key success criteria that you can really start to look at as well, you know, one of the things that I'm really passionate about is helping my clients to get more time back in their business. So that number one, they're not procrastinating and just spinning their wheels, which is what they say, but that they have got professional practices, that they've got the right systems in place to be able to scale, that they're automating things to get more time back, without them losing momentum in their business. So that's a success criteria, say for brand builders Academy, because we talk about creating the systems, strategies and structures to be able to scale. And so I just really want you to start to think about what are key success criterias that I can start to talk to my clients about when it comes to what will happen if they work with me. Now, deciding on what your success criteria is, and then measuring it, so what are the forms of measurement? So, you know,

if there's a cash one, what's the measurement of that? You know, if there is, if it's a confidence, one, what are some of the things that they're now doing that they weren't doing before? You know, just whatever it is, you've got to take a look at how am I going to measure this and some things are going to be very quantifiable, and others are not going to be so you've just got to take a look at and even asking your client, if you were to be if this was to be a successful outcome for you, what would be happening? How would you feel, and so you can sometimes get that success criteria from your clients in regards to what they see successes. Because sometimes we can be quite rigid in the way that we might measure success depending on what kind of person you are, you know, I come from a project management background, I come from, you know, measuring revenue and profit and those sorts of outcomes, which are very tangible outcomes. But for example, with courageously you, or with some of the mindset work I do with clients, there may not always be a number that can be measured. And so you've really got to take a look at how else can we measure this? What else could we be doing to measure our clients success? Yeah. And then you've also got to ask yourself, which I know is super uncomfortable to ask. But when we are doing this, you've also got to ask yourself, what happens if they don't have the success or they don't reach those sites, success criteria that I've put in place? What then, you know, and I was talking to somebody the other day, and he's a sales coach. And he was saying, you know, one of the things that I say to my clients is that if you don't get the sales outcomes and the results that you want, then I'll keep working with you until you do. And so you've got to make that decision about what that looks like, you know, is there a refund is there that you'll keep working with them? Is there just in your own mind, you're like, I'll make sure that you know, we've got these checkpoints in place. So I know that when I was doing big corporate projects, we would have these milestones in place where we'd be like okay, are we on track? Is the project where we need it to be? Is the client 100% happy? Is there anything else we need to do? And so we wouldn't wait till the end of the relationship in the end of the project to then assess what's working and what's not. And I feel like that's definitely something that you know, now I do absolutely with you know, with my clients is have those check in points like, are we where we Need to be what else needs to happen so that you don't get to the end, and then you've not they've not reached the outcome that they wanted, or you've not supported them in areas that maybe they needed that as well. And so I think you've really got to take a look at what the product or service is, what the support is, what the checkpoints are, that are in place to ensure that the client is moving in the direction that they want as well. And so those are some things to think about when you are wanting to create your CRC, or creating your client success criteria that you can hopefully measure and also help them to know that they got the outcome that they wanted as well. And so let me know, let me know, is that something that you do? Is it something that you are going to do? You know, if you've got any questions about it, then you can always send me a message on Instagram as well, more than happy to, to answer any questions on that. But I really feel like that is something especially from a competitive advantage perspective, that if you can say that 80% of your clients, and this is me go back to metrics, I'm sorry, that's just how I am. That's how my brain works. But if you can say, you know, 80% of my clients get the results that they wanted, that they either increased their revenue, they felt more confident, they felt like they really learned how to now do something from this moment on. And so for me, I think courageously, you definitely has a competency and a confidence element to it, which is all about, do I now understand my brain and how I can manage my mind. And these are the strategies that I now use to help me move myself out of being stuck, how to get over those blocks and barriers, how to get out of procrastination, etc. And so now I have the skills and the competence to be able to do that, because I understand what's happening in my mind now and how I can manage my emotions, my thoughts, my actions, my results. But then also, you know, after doing that, I now feel so much more courageous and confident, to be able to do the things that I really want to do. So those are definitely, you know, two criteria that I would be looking at, and really thinking about how can I get clients to

be able to measure that for themselves. And so a great way, as I said before, is that checkpoint at the beginning, maybe a checkpoint in the middle and a checkpoint at the end, so that you can really be able to tell that story. So if you can tell the story of your clients success in different ways, then that can also help you to attract more clients to your business because you've got quantifiable results. So I hope that you enjoyed that episode. I hope that that was helpful. And if you've got any questions, let me know. Well, that's it for another week. It has been amazing to have you here as always, and remember to follow me on all socials at Suzanne Chadwick. But thanks so much for listening. If you enjoyed this episode, then I would love you to leave a review so that others can find the podcast and come and hang out with us every week. Until next time, have an awesome week and make sure you keep playing big and branding bold.

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