Sales are the lifeblood of your agency. But once you’ve nailed sales, it then becomes about delivery. To keep your business growing sustainably, you need to deliver an excellent service, but how can you scale a white-glove service without your costs spiralling?
Many of my clients come to me because they sincerely care about their clients and want to deliver a premium service. However, to do so, they feel like they either need to keep their agency small, so it’s easier to support each client or build out a large team to focus on delivery.
The problem with keeping it small is that they’re ambitious and want to grow. However, the problem with building out a large team is more deadly. It gets costly and very fast when you rely on a large group to deliver your white-glove service.
Not only do costs become prohibitive in some cases, with payroll worries becoming the nightmare keeping up many agency owners, but often team members cannot be adequately onboarded. This gap in the process leads to miscommunication and failure to deliver to expectations.
70% of customers say they are more likely to stay loyal to a business they feel understands their unique needs. I talked about creating a consistent client experience as you scale on my podcast.
However, now I want to go deeper with a white-glove experience.
So how can you continue to deliver a white-glove service without your overheads skyrocketing?
In this article, I share three ways you can step up your client experience in a way that scales:
- Standardise your offerings & delivery process
- Use automation to pick up the admin side
- Invest strategically to overdeliver for your clients
What is a white-glove service?
Before diving into scaling a white-glove service, I first want to clarify what we mean when using this term. White-glove service is a high touch, high-impact service that feels very custom to the client.
Your goal is for the client to feel that all their needs are fully met. On top of this, the service should feel like a premium service designed specifically for them.
You will note when describing white-glove service; I use the word feel for the client. This use is deliberate because you do not have to reinvent the wheel, starting from scratch on each project to feel like a white-glove service to the client.
Instead, I want to encourage you to focus on delivering the services you offer in a way that anticipates the needs of your client.
Step 1: Standardise your white-glove service.
When you start to standardise your white-glove service, the first thing you want to do is map out your customer journey.
- What are the different phases of the project?
- What are the key questions your client will have at each stage?
- How can you anticipate those questions and prepare resources in advance to answer them?
- What are the deliverables at each phase?
- How can you make it easier for the client to interact with you at each stage?
Once you have this all mapped out, you can start to build out templated delivery workflows, using project management software to support you.
Having a clear path for each project in advance may feel like the opposite of customisation. However, for the client, it gives them a sense of security, building trust.
Another benefit of templating when you want to deliver a white-glove service at scale frees up your time to focus more on the specifics unique to the client. This capacity allows you to go the extra mile without burning out the team.
The video above shows an example of how my retainer proposals are standardised. The service comes with set deliverables making it easy to implement giving my team and I space to focus on the client experience.
Step 2: Automate the admin
Automaton is an excellent investment to scale at a low cost. You can automate processes for as little as $350 a year! When set up correctly, automated processes become like an extra employee that works 24/7 without ever needing to take a sick day.
The dream, right?
Once you’ve started to standardise your services, you can use automation to deliver the admin side in a way that is both affordable and scalable.
On top of this, you’re not relying on a human to remember details like follow-ups and sending out specific information, so there are fewer opportunities for error. All in all, creating a better white-glove service.
I always recommend my clients start by automating their onboarding process for two reasons:
- The process is generally pretty standard for each project making it easy to automate
- There is a lot of admin involved in onboarding which once automated saves hours
To help you see what I mean, here is a list of quick win automations for your client onboarding process:
- Contract sending
- Onboarding documents & questionnaires
- Requesting required login details
- Follow-ups and form reminders
How my client automated their onboarding process, signing £17.5k retainers in a week!
When my client came to me, she was ready to scale her ads agency, but she knew she was holding herself back.
Her clients loved her, and she got great reviews because she gave excellent service. However, despite having big financial goals and an exit strategy in place, she was afraid to go all-in on sales if the delivery quality dropped.
My client had worked in agencies all her career and knew how vital a white-glove service was to stand out in the market.
She had a clear idea of the experience she wanted to create, so we mapped out a workflow with critical deliverables at each stage.
Within a month, the end-to-end experience was set up and automated to deliver a white-glove experience at scale. We collected the leads coming into the website, qualified them, and sent out customised proposals within minutes.
Over the next week, my client had her team focus on lead generation and using the new process. As a result, they closed £17.5K in monthly retainers for a service costing £1-1.5K per month.
Even better, my client’s team saved time because so many of the process steps that were low value but necessary (like setting up projects and chasing down details) were now automated.
The result was my client’s team could now focus on delivery without worrying about dropping the ball on the pipeline, allowing them to scale with white-glove service.
Step 3: Where to invest in going the extra mile
The billionaire Alex Horzoni talks about the power of a no brainer offer in his book $100M Offers. Specifically, Alex talks about how important it is to understand and anticipate your clients’ needs, spend time with them and create a premium experience.
We have already discussed standardising your delivery, but this is ongoing.
To deliver a white-glove service, you will need to keep revisiting and iterating on your process.
When you spend time with your clients, you will learn more about their needs. This time is an excellent investment for your business.
Once you understand the needs, you can create additional resources to meet them. Then, give these resources the premium touch by investing time in creating a premium, well-branded look and feel.
Once these new resources exist, it frees up even more time for you to use your energy to foster deep relationships with clients.
To summarise, delivering a white-glove service that scales.
White glove service is where it’s at and how you’re going to stand out as an agency owner right now. As more and more people realise the importance of white-glove service, this will become the minimum bar for your clients’ so you want to act now before you’re left behind.
Here are three steps we discussed to scale a white-glove service agency without spiralling overheads:
- Standardise your core service delivery
- Automation strategically to deliver core pieces while keeping costs down
- Invest in learning all the possible questions your clients may have & then create resources to support them
The most important thing is to know your clients so well you answer questions before they have them. Focus on this, and you can’t go wrong.