Client Magic Micro Course - Day 2: Defining Outcomes

In this lesson we’re going to focus on the Why and the What:

• Why you’re putting this together for your audience
• What you want them to take away from engaging with you

You can encapsulate this through a small number of well-defined outcomes. Before you move on, we know this can sound boring but trust us, this matters. Skimp on this and you’ll be in a world of pain. Even worse, your clients will leave confused and frustrated. No good.

Having a clear understanding of what you want to achieve from a client experience helps you focus on the purpose and desired outcomes of your session. In this lesson, you'll learn how to drill down from your broader topic to a more closely defined area, before creating your key outcomes.

Let’s get started!

How to Define Client Experience Outcomes

When creating a presentation, workshop, retro or any type of client experience, it's essential to think about the outcomes you and your audience want to achieve.

Here's a super-simple 3-step process to help you sculpt your client experience outcomes.

1. Limit your outcomes to a maximum of 3
2. Use a framing question to identify the desired outcome
3. Create an outcome statement using a single action verb

Now let's dive into each step:

Step 1: The Magic Number

As De La Soul once said, three is the magic number. Although they probably weren’t thinking about an upcoming client retro at the time, this mantra also holds true for client experience outcomes. While one or two outcomes are perfectly fine, having more than three can lead to confusion and overwhelm for you and your clients. Focus on defining a small number of key outcomes that will make the biggest impact on your clients' experience.

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💡 Note: There’s a lot of valuable science around information overload. Our full Client Magic course has templates and worksheets to help you make sure you avoid the dreaded overwhelm

Step 2: Framing Questions

There are several useful framing questions to identify your client experience outcomes, here are two to get you started:

1. Why do you want to offer this presentation, product or service to your clients?

2. What do you hope they will gain from the experience?

Answering this question from both your perspective and your clients' perspective can help you identify the desired outcome. Here are some examples:

• "I want my clients to gain [X] and be able to [Y]"
• "I know my clients struggle with [X], and if they can understand [Y], they will be able to [Z]"
• "Clients who are interested in [X] have told me they want to learn more about it. I know that [Y] is something that will help them, and it will also position me as an expert in [Y], which is a long-term goal of mine"

The second framing question you can use is:

What do you want your clients or stakeholders to feel or think after interacting with you?

This question can help you identify the emotional or cognitive response you want your clients to have. Your answer might look something like this:

• "I want my clients to feel more confident in their abilities to [X]"
• "I want my clients to understand that [X] is not as complex as they originally thought"
• "I want my clients to see that [X] is an important tool that can help them achieve [Y]"

Step 3: Single Action Verb

Now you’ve got some answers to the framing questions, you can create your outcomes.

Each client experience outcome should be written as a single sentence that includes an action verb. Use verbs that focus on what your clients will be able to understand, create or want to do after interacting with you. Here are some examples:

[Client] will…

• "be able to [X]"
• "see the value in [X]"
• "understand how to [X]"

By following these three steps, you can create clear and actionable client experience outcomes that will help you design a presentation or workshop that meets your clients' needs and delivers the results they are looking for.

For a deeper dive into producing powerful and effective outcomes, check out the full Client Magic course >

Action:

Try this exercise for yourself, creating 1-3 clear outcomes for your client experience.

During the creation of your outcomes, remember to think back to your audience – who they are, why they’re engaging with you, and what they want to get from the session or presentation.

In the next lesson you’ll start creating the structure for your client experiences.

See you then 🙂