Whether it’s their first enquiry, the day of the shoot or the day they receive their beautiful prints, every interaction with your client shapes their impression of you and your brand. 

Here’s a straightforward process to analyse and improve your client experience, step by step.

1. Understand the customer journey

Start by listing all the steps your clients take when working with you — their initial enquiry, the booking, your pre-shoot communications, the shoot itself, and product selection and delivery. Any others? Identify the key moments and try to see them through their eyes — the times when they might feel excited and engaged, or nervous, or confused.

2. Collect client feedback

Client feedback is your best friend, so ask for it — what they liked and what you could have done differently along the way. Sometimes just asking them as part of a friendly chat will be best, but maybe a short survey, a quick text or an email follow-up. Keep it casual and easy. Look for common patterns in their answers to uncover what’s working well and where you might be missing the mark.

3. Review your written communications

Clear, timely and personal communication sets the tone for the entire experience. Check how you’re messaging your clients — from your booking emails to reminders and thank-you notes. Are your messages friendly and professional? Do they set clear expectations about timing, pricing, and deliverables? Small improvements here can change the tone, reduce stress and build trust.

4. Review your product line

Your final products are the tangible memories your clients will cherish forever. Are they truly walking away with something they will treasure forever? Also — notice what's selling and why!

5. Think of ways to go "above & beyond"

How could you delight people by going beyond the basics? Something unexpected, something thoughtful, something that says thank you. It could be just taking a few minutes to calm their nerves, or a sneak peek gallery, or a bonus print. Or advice about how to dress, or manage children in the studio. These little touches go a long way in making clients feel special and valued — and impressed by your professionalism.

6. Take action & track progress

All this will leave you with plenty to think about, but improving your client experience doesn’t have to happen all at once. Focus on one or two areas at a time — make changes and observe their impact. Review client feedback and watch for increased referrals or repeat bookings — signs that your efforts are paying off.

Remember: A great customer experience isn’t just about being nice — it’s a powerful way to build loyalty, grow your reputation, and make your business thrive. Start small, stay consistent, and enjoy the journey of creating moments your clients won't forget.