Digital Transformation and Client Experience

January 18, 2021

Integrate client experience management into your digital transformation initiatives to accelerate the benefits and returns of each.

Professional services firms are realizing the importance of technology and data to the success of their business. The professional services sector is seeing a wide performance gap between those firms that are using technology well, and those that are not, specifically as it pertains to business outcomes. The digital transformation of Client Experience (CX) is upon us.

I joined Client Savvy after taking a detour in my career and covering the IT industry for five years. Soon after I began interviewing IT executives on the current and future state of big data/analytics, cloud computing, and artificial intelligence/machine learning I saw how successful, progressive companies were using data and technology to disrupt industries, drive value, and provide exceptional customer experiences.

For more than a decade, Amazon, Netflix, and Uber have been reinventing retail, entertainment, and transportation by making people’s lives simpler and easier. While they’ve been doing this in the B2C space, their reach and impact, and many others’ like them, have raised expectations for B2B clients.

Inc. Magazine just identified “customer connectedness” as one of the ways shrewd companies are using data and technology to improve client experience as part of their digital transformation.

Digital Transformation in Professional Services

Digital transformation is changing professional services. CAD has driven evolution, speed, and quality in architecture and design. AI/ML is driving innovation in accounting and legal. Data and connectivity continue to drive disruption in technology in nine-month cycles. All these industries are rife for differentiation and innovation based on client experience.

What does the digital transformation of client experience (CX) look like? It looks a lot like the digital transformation of your business. Digitize as much as you can. Book appointments online. Have meetings and work sessions virtually. Sign contracts and documents electronically. Digitize empathy and journey mapping exercises. Record and transcribe all presentations so individuals unable to attend the live presentation can view it later to get up to speed.  These presentations become an invaluable component of your knowledge management library for employees and clients.

Best Practices

Show clients, you have this technology and are integrating it into everyday business practices. Let them see how it makes their lives easier, safer, and better. Doing so helps you earn their trust and confidence. They will see you’re prepared to address their needs and help solve their problems, especially in challenging times.

Increase frequency of communications and check-ins since you’re not meeting in person as much. Let clients know everything is proceeding on schedule, and if not, why. While it may be more time-consuming, it helps keep clients calm and builds more trust.

Use feedback at more points in the journey. You cannot improve the journey without asking for feedback. The more frequently you ask for feedback, the more opportunity you give your client to let you know about a minor detail they may have forgotten about later on.

Check-in early and often so you can address concerns or realign expectations. Do not wait until a project is over to ask for feedback. Doing so eliminates the possibility of addressing concerns while the project is taking place.

Digital Transformation and Employee Experience

Don’t forget your employees. Check in with employees with regards to their wellbeing and address any concerns. Showing you care helps reduce turnover. Everyone has had a challenging year and is coping with a lot of change. Listen for how you can help your employees with their challenges. Happy employees = happy customers.

Client and employee experience measurement and management programs are very people-intensive. However, a lot of the feedback process can be automated. Our Client Feedback Tool implements a repeatable process to efficiently gather data-driven feedback and provide suggestions on when and how to follow up. Here's a case study.

Interested in learning more? Click the button below to connect with a client experience consultant and let's discuss how to integrate client experience management into your company’s digital transformation process.

Ryan Suydam

Ryan Suydam co-founded Client Savvy in 2004, to help firms create fierce client loyalty by designing, implementing, and measuring client experiences. He has coached nearly 700 organizations and over 30,000 professionals on the skills required to be “client savvy.”

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