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When professional services firms talk about "client experience," they often think they already know what it means. After all, they've been serving clients for years. But there's a deeper, more strategic understanding that can transform how these firms operate and grow. Client experience in B2B professional services is the sum of all interactions between your firm and your clients across the entire relationship lifecycle. This means orchestrating consistent, valuable experiences across multiple touchpoints, stakeholders, and often lengthy engagement periods. It's about creating a deliberate experience that delivers both functional excellence and emotional connection.
But what does this actually mean in practice? Think about your last client engagement. It likely involved multiple people from your firm interacting with several stakeholders at the client company. These interactions happened through different channels - emails, meetings, phone calls, and formal deliverables. Each touchpoint formed part of the client's overall experience with your firm.
Many professional services firms make the mistake of applying consumer (B2C) experience concepts to their B2B relationships. This doesn't work well.
In B2C, experiences are often:
B2B professional services experiences are different:
For example, a law firm helping a company through a merger will interact with legal teams, executives, HR, and finance over many months. Each group has different needs and success metrics. Creating a positive experience requires careful orchestration across all these touchpoints.
Some may argue that good client experience is simply providing good service - meeting deadlines, responding quickly, and delivering quality work. While these are important, they're just the baseline.
A thoughtful client experience strategy goes further by:
Consider how different this is from a reactive approach. Instead of just solving problems as they arise, firms with strong client experience strategies anticipate needs, create memorable moments, and build deeper relationships.
As someone responsible for client success in a professional services firm, you might wonder how to apply these concepts. Start by asking:
Many firms excel at technical delivery but miss opportunities to differentiate through experience. By expanding your definition of client experience to include the entire relationship lifecycle, you can find new ways to stand out in a crowded market.
Client experience in B2B professional services isn't just about making clients happy. It's a strategic approach to orchestrating all interactions to create value, build loyalty, and drive growth. By recognizing the unique nature of B2B relationships and deliberately designing experiences across all touchpoints, your firm can create meaningful competitive advantage.
Remember: in professional services, what you deliver matters greatly - but how you deliver it can make all the difference in building lasting client relationships.
When professional services firms talk about "client experience," they often think they already know what it means. After all, they've been serving clients for years. But there's a deeper, more strategic understanding that can transform how these firms operate and grow. Client experience in B2B professional services is the sum of all interactions between your firm and your clients across the entire relationship lifecycle. This means orchestrating consistent, valuable experiences across multiple touchpoints, stakeholders, and often lengthy engagement periods. It's about creating a deliberate experience that delivers both functional excellence and emotional connection.
But what does this actually mean in practice? Think about your last client engagement. It likely involved multiple people from your firm interacting with several stakeholders at the client company. These interactions happened through different channels - emails, meetings, phone calls, and formal deliverables. Each touchpoint formed part of the client's overall experience with your firm.
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