The Client Experience Touchpoints You’re Overlooking as a Wedding Planner
If you’ve been wondering why some couples book a planner who seems less experienced, less creative, or even more expensive than you—here’s the truth: couples book based on how you make them feel, not just what you deliver. (Yes, even in this financially conservative economy and research heavy era).
Your “client experience” is the journey from first inquiry to well after the wedding day,
and every single touchpoint matters.
It’s not just about planning flawless weddings—it’s about building trust, confidence, and excitement at every step.
Here are the client experience touchpoints most wedding planners overlook (and how you can start strengthening yours today):
The First Impression (Inquiry Stage)
Your inquiry process is the very first moment couples get a sense of what it’s like to work with you. Are you treating inquiries like gold—or just another to-do on your list?
Do you have an automated but personal response set up?
Are you replying within 24 hours (yes, speed matters here!)?
Are you guiding them to the next step instead of leaving them hanging?
That first email isn’t just about answering questions—it’s about creating excitement, confidence, and a sense of ease.
Couples should instantly feel: “Wow, they’ve got me. This feels different.” They should not feel as if your email reads exactly like all the other emails they received, because they’re definitely shopping around.
The Booking Process
This stage is where so many newer wedding planners lose momentum. If your booking process is clunky, confusing, or outdated, couples might hesitate even if they already love you.
Ask yourself:
How easy is it to review, sign your contract, and make retainer payments?
Do clients feel confident and cared for when they hand you money?
Is it simple, and enjoyable, for them to say yes?
This is where a solid CRM comes in. Tools like Dubsado allow you to streamline contracts, invoices, and communication in a way that feels professional and effortless for your couples (and saves time and energy, no more chasing payments in your inbox).
Read all my Dubsado tips, tricks, and why it’s my fave CRM for wedding pros.
The “In-Between” Season
This is the sneaky touchpoint most pros miss. After the contract is signed and before the wedding day rolls around, many planners go quiet—unintentionally leaving couples to wonder, “Did they forget about us?”
Instead, check in during those planning lulls. Send:
Helpful resources (timelines, checklists, trusted vendor recs)
Seasonal reminders (“Now’s the time to book hair + makeup!”)
A quick “thinking of you” message to keep excitement high
These are especially helpful to build in to your coordination packages, if your event management couples frequently go long periods without hearing from you, between booking and their service really beginning.
You don’t have to overdo it, but even small touchpoints create reassurance and keep your value top-of-mind.
The Wedding Day Experience
Of course, the wedding day itself is the big moment. But beyond executing the plan, how you show up makes all the difference.
Are you arriving calm and confident (even when things are chaotic behind the scenes)?
Are you anticipating needs before anyone asks?
Are you caring for not just the couple, but their families and guests too?
This is the part they’ll remember forever—not just that the timeline flowed, but that you made them feel supported, relaxed, and taken care of.
After the Wedding
This is hands-down the most overlooked touchpoint in the client journey. Once the wedding’s over, most pros just disappear. But the “after” is where you can turn a happy client into a lifelong raving fan.
Send a thank-you that feels personal and memorable
Guide them to leave a review (while emotions are still high!)
Keep the door open for referrals, anniversaries, and future celebrations
Clients who feel celebrated even after the wedding are the ones who will sing your praises to everyone they know.
Final Thoughts
Your client experience isn’t just a nice extra—it’s the reason couples say yes, or the reason they ghost. And the reason they sing your praises to their friends, family, and acquaintances, long after wedding day.
Every single touchpoint is a chance to reinforce trust, create delight, and set yourself apart.
Ready to map out your entire client journey and turn it into a referral-worthy system,
