How can you design an effective customer experience for a professional services firm?

In my view, the CX vision should be a reflection of the company's commitment to delivering a superior customer experience in a way that supports the business strategy, drives growth and profitability. It is all about understanding the needs and expectations of the customers and how these insights could be utilized to generate competitive advantage. In essence, the CX vision has to fit into the business strategy.

Start by clearly defining what you want your customers to experience when interacting with your professional services firm. This vision should align with your brand values and goals, focusing on providing exceptional service, building trust, and meeting customer needs effectively.

Para tener una buena experiencia de cliente en tu empresa, lo primero que hay que definir es qué personas que tratarán con ese cliente. Y esto implica a todos los departamentos, comercial, técnico, administración, financiero. La valoración que haga el cliente de nuestra empresa será la suma de las sensaciones que dejen todos nuestros colaboradores en el trato con ellos.

Define your business value first with business stakeholders. Run inventory of customers value for stakeholders. Prove there are tangible KPI metrics. Fail fast. Rinse and repeat until all stakeholders agree to implement.

The first thing is defining what business you are really in. Generally it is not the services that you offer. For instance, a cybersecurity company does not sell security services, it sells peace of mind. Having this clear helps you define your branding and all other aspects already discussed in this article as a starting point to define your CX vision.

Creating a comprehensive customer journey map is pivotal for businesses. It unveils invaluable insights into customer experiences, shedding light on areas for enhancement and potential breakthroughs. By encapsulating goals, emotions, and feedback, it becomes a compass for refining customer interactions. Acknowledging both pain points and moments of delight, a well-crafted customer journey map is a strategic tool for fostering lasting customer relationships and elevating overall satisfaction.

Debes aplicar emociones, recuerdos, comportamientos, negocio. Escuchar, va desde el alineamientos interno de la estrategia de cx, (Conceptos, practicas de la organización, comprensión de tus clientes y sus necesidades, durante los momentos de la verdad) Diseñar, la visión de cx, establecer tu modelo de relación o gestión de clientes (estrategia apoyada con la tecnología, no al revés) guias o politicas que indiquen las interacciones de los clientes en los momento de la verdad, Transformar: Crear o fortalecer tu cultura de cx, medicios y seguimientos a los momentos de la verdad (Ej.VOC, VOE), un área empoderada a revisar coordinar, y medir CX. y sobre todo la gobernanza y la creacion de la propuesta valor

Understand the various touchpoints and interactions your customers have with your firm from their perspective. Identify key stages such as initial inquiry, consultation, service delivery, and post-service follow-up. This helps in pinpointing areas for improvement and ensuring a seamless experience throughout the entire journey.

Designing an effective CX for a Professional Services Firm involves a clear and deep understanding of their needs. Always keep in mind to start by mapping the customer journey and identifying key touch-points. Provide clear communication, customize services to your preferences, and continually seek feedback to improve the design and related effectiveness.

Trazar el recorrido del cliente es esencial para comprender y mejorar la experiencia del cliente (CX). Este mapa visualiza cada punto de contacto desde el primer encuentro hasta la relación continua. Identifica debilidades, brechas y áreas de mejora, así como momentos clave de satisfacción y fidelización. Además, incluye objetivos, emociones, acciones y comentarios del cliente en cada etapa, junto con procesos internos y métricas de apoyo. Este enfoque centrado en el cliente permite optimizar cada interacción, fortaleciendo así las relaciones y la lealtad.

Create a detailed blueprint that outlines the internal processes and systems necessary to deliver the desired customer experience. This involves mapping out front-stage interactions visible to the customer, as well as back-stage operations supporting those interactions. Pay attention to employee training, technology infrastructure, and communication channels to ensure consistency and efficiency.

Define customer journey stages and touchpoints. Map frontstage actions (client interactions) and backstage actions (internal processes supporting client experiences). Identify key service moments and pain points. Align staff roles, technology, and processes to enhance these moments. Implement feedback loops for continuous improvement. Aim for a seamless, personalized client experience that leverages both human expertise and technology for efficiency and satisfaction.

El plan de servicios, debe estar basado en estudio previo de la experiencia del negocio y su relación con el cliente. Haber tenido una escucha y observación activa e identificar las oportunidades a cubrir, tanto en la forma de comunicar, lo que el propio producto o servicio en sí puede ser mejorado (packaging, envío, extras relacionados no incluidos en el precio como detalle...), pasando por el servicio al cliente en cuanto trato humano emocional. Esto último, siempre y cuando sea coherente... En definitiva, no podemos ponernos a añadir ingredientes en una receta, por muy buenos por separados que éstos sean, si el resultado final es un plato agridulce y sin sentido.

Debemos partir con tener claro que necesidades vamos a satisfacer con el servicio brindado , en función a ello podemos trazar el viaje de nuestro cliente , como será el paso a paso y sobre ello como queremos abordar nuestra propuesta de valor .

AAlimentos de la extrategia, crear tu vision de cx, diseño en la integracion de la emocion, programa de gestion del cambios y cultura, la transformacion del CX, la gobernanza

Before full implementation, conduct tests and pilot programs to validate your CX design. Gather feedback from both customers and employees to identify any pain points or areas needing adjustment. Use this data to refine your approach and ensure it meets the needs and expectations of your target audience.

Implement pilot projects or A/B testing with segments of your client base. Use surveys, interviews, and feedback forms to gather client insights. Monitor key performance indicators (KPIs) like satisfaction scores, retention rates, and service efficiency. Adjust your CX design based on data and feedback. Continually iterate and refine your approach, ensuring it aligns with client expectations and industry standards for a continuously optimized customer experience.

Diseñar un plan de servicio es clave para optimizar la experiencia del cliente (CX). Este detallado diagrama muestra cómo su empresa entrega servicios, desde el front-end al back-end, alineando CX con eficiencia operativa, calidad e innovación. Revela conexiones entre acciones del cliente, puntos de contacto, canales y procesos internos. Al eliminar desperdicios y simplificar procesos, se mejora el valor para el cliente y se impulsa la excelencia empresarial. #ExperienciaDelCliente #EficienciaOperativa #Innovación

Prototype Testing: Create prototypes of the CX design for initial user testing. User Feedback: Collect feedback from representative users to identify pain points and improvements. Usability Testing: Evaluate the ease of use and effectiveness of the design through controlled testing scenarios. A/B Testing: Compare variations of the CX design to determine the most effective elements. Analytics Analysis: Utilize data analytics to track user interactions and identify areas for enhancement. Customer Surveys: Deploy surveys to gather quantitative and qualitative insights on customer satisfaction. Pilot Programs: Implement the CX design in a limited scope to assess real-world impact.

Es importante la creacion y seguimiento constante de KPI de forma de identificar oportunidades de mejoras y su pronta solución, el hacer auditorias en campo a los clientes y reuniones periódicas con los departamentos de venta y CRM son la mejor forma y mas oportuna de detectar situaciones o insatisfacciones

Roll out your CX design across all relevant channels and touchpoints, ensuring consistency in messaging and service delivery. Implement tools and systems for monitoring customer feedback, satisfaction levels, and performance metrics. Regularly analyze this data to identify trends, address issues promptly, and make necessary adjustments to enhance the customer experience continuously.

Roll out CX improvements with clear communication and training for staff. Establish KPIs like client satisfaction, retention, and referral rates. Use CRM tools for real-time feedback and service tracking. Regularly review client interactions and feedback to identify trends and areas for enhancement. Foster a culture of client-centricity, encouraging staff to contribute ideas for improvement. Continually adapt and refine CX strategies based on data, feedback, and evolving client needs to ensure ongoing excellence.

Implementing and monitoring your Customer Experience (CX) design is a continuous process that involves translating your designed improvements into actionable steps and ensuring ongoing success. Here's a guide to help you implement and monitor your CX design for a professional services firm: Implementing CX Design: Develop an Implementation Plan: Create a detailed plan outlining the specific actions, tasks, and timelines for implementing the CX design. Assign responsibilities to relevant teams or individuals. Prioritize Improvements: Based on the outcomes of testing and validation, prioritize the identified improvements. Address critical pain points first and gradually implement changes across the entire customer journey.

Este al igual que cualquier proceso, el exito es de hacer un seguimiento constante, tormentas de idea del equipo para buscar donde puedan existir desviaciones o retrasos, se puedan corregir y mejorar, o simplemente la herramienta que se traso inicialmente no es la correcta y transformar, mientras esto se detecte de forma oportuna va a afectar lo menor posible tanto a la empresa como a los clientes. Es importante aplicar la estragia Japonesa Kaizen

To implement and monitor your CX design, start by clearly outlining action steps with timelines and responsibilities. Assign tasks to respective teams, ensuring alignment with the validated improvements. Regularly track progress, gather feedback, and adjust strategies accordingly. Utilize metrics like NPS scores and customer feedback loops for ongoing evaluation and refinement.

Revisar la eficacia de todas las estrategias periódicamente es esencial para valorar la repercusión en el cliente y el retorno que ha de tener en nuestras cuentas, en cualquier caso. Si éstas funcionan, deben consolidarse como protocolo oficial y contemplarse ya como una herramienta más en la rutinas. Si por el contrario, no son efectivas, modificarlas o cambiarlas por otras que lo sean. Así mismo, pienso que no hay techo ni límite en este tipo de acciones y deben ir implementándose (o dándose el relevo) ciertas acciones de forma periódicas de manera que el factor "sorpresa" siempre esté vigente. Si el cliente se acostumbra a ellas, no lo valorará como un plus, si no que entenderá que es una acción mecánica y general incluida en el precio.

Audita tu CX actual:Evalúa todos los puntos de contacto con los clientes, desde la adquisición hasta el soporte postventa. Solicita retroalimentación: Realiza encuestas, entrevistas o grupos focales para comprender sus percepciones y expectativas. Optimiza los procesos internos: Simplifica y estandariza los procedimientos para garantizar una entrega fluida de servicios. Personalización inteligente: Utiliza datos para personalizar la experiencia. Capacita a tus empleados: Proporciona formación en servicio al cliente y habilidades de comunicación. Empodera a tus empleados para resolver problemas Mide y ajusta constantemente: Establece métricas clave (NPS, satisfacción, retención) y realiza seguimiento.

Periodically review your CX design to assess its effectiveness and identify areas for improvement. Solicit feedback from customers and employees through surveys, interviews, and performance evaluations. Stay abreast of industry trends and emerging technologies to incorporate innovative solutions that enhance the overall customer experience.

Leverage the power of data-driven insights to fuel continuous CX improvement. Analysing customer feedback, sentiment analysis, and performance metrics will help professional services firms identify areas of improvement and implement targeted strategies to enhance the customer experience.

Analyse Customer Journeys: Map out the customer journey to understand the various touchpoints and interactions customers have with your brand. Identify any gaps or pain points in the journey where customers may have a negative experience. This analysis helps prioritize areas for improvement. Review Analytics and Metrics: Utilize analytics tools to gather quantitative data about customer interactions and behaviors. Incorporate User-Centered Design Principles: Apply user-centered design principles when reviewing and improving your CX design. Prioritise needs and preferences of customers, and ensure that your design is intuitive, accessible, and customer-centric.

Having worked with professional services firms, I know from first-hand experience that the number one thing that needs to be done is to remind everyone that although they operate in a B2B environment, (1) they are people working people and (2) people work with people they like and trust and who *make their lives easier*. Without establishing these ground rules, the customer experience is designed for regulatory compliance rather than the client's success or even a successful working relationship. Interestingly, and perhaps paradoxically, the same skills that design a customer journey with no whiff of humanity can also design a beautifully client-centric one because the design parameters and the definition of success have been clearly set.

Designing an effective CX involves understanding their needs. Always keep in mind to start by mapping the customer journey and identifying key touchpoints. Provide clear communication, customize services to your preferences, and continually seek feedback to improve. Empathy and accessibility are key to building strong relationships.

Design employee value proposition and leverage it for robust customer experience delivery. A happy employee can only give a delightful customer experience.

Según yo lo veo, hay que sentirse cliente cuando se piensa en nuestros clientes. Y me refiero a ponernos de verdad en esas situaciones en las que hemos sido clientes de servicios de cualquier tipo, en cualquier sector, en las que hemos tenido muy claro qué esperábamos en cada momento. ¿Qué fue lo que recibimos? ¿Cómo nos hizo sentir? Luego, miremos desde dentro hacia afuera, y ofrezcamos lo mismo que esperaríamos nosotros. Como norma personal, en mi negocio, no se deja a ningún cliente sin respuesta al final del día, aunque sea un "mañana te contesto, no te preocupes", pero que "de verdad" nos importe que el cliente sienta que se le escucha, que hay personas detrás de una marca que están dispuestas a hacerlo lo mejor posible para él.

As the owner of an IT company, crafting an exceptional customer experience for our clients is not just a goal—it's a necessity. In a competitive landscape where service quality can make or break a business, designing an effective customer journey is paramount. First and foremost, understanding our clients' needs is key. We dive deep into market research, gather feedback, and engage directly with our clients to ensure we're meeting their expectations. Designing an effective customer experience isn't just about meeting expectations; it's about exceeding them. It's about building relationships that last, setting our IT company apart as a trusted partner in our clients' success.