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Three Keys to Creating a Great Customer Experience Programme

21st Jun 2024
Brought to you by
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Suralink provides professional services firms with a single, secure platform to collaborate with clients, exchange documents at scale, and track the progress of engagements. 

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Customer experience (CX) has been a hot topic and something of a unicorn for many years now. According to leading analysis firm Forrester Research, the term means “how customers perceive their interactions with your company.” For professional services providers in particular, especially accountants and auditors, the term “interactions” can probably be swapped out with “engagements.”

Being a customer experience leader is about much more than paying close attention to engagements. It’s about understanding your client’s journey with you on a molecular level, applying those findings to the next engagement, and creating benefits for every stakeholder involved in the process. 

Wondering how to get started? We’ve got three great steps for you here!

Step 1: Find a CX Champion

Many firms understand that starting a CX programme requires internal advocacy; what a lot of them miss is that a lot of that advocacy must come from the top of the organisation, usually (but not always) in the form of a chief marketing officer. Top-level advocacy is essential for actually getting a CX initiative off the ground; once that happens, a team closer to the front lines of your engagement can handle the day-to-day minutiae of your programme.

The best CX teams are cross-functional, i.e., drawn from several different departments that are all adjacent to your engagement in one form or another. This approach enables your customer experience to be evaluated from multiple viewpoints, and for the people who are best suited to implement one improvement or another to actually do so.

Step 2: Setting Goals

Wanting to create a better customer experience is a great start, but don’t be afraid to be more specific with your aspirations. Do you want your programme to help you keep clients at the center of what you do? Are there more quantifiable goals you’re looking to leverage this initiative toward? Whatever the case, jot everything down. Setting specific goals for your CX programme will give you a north star to aim for.

There’s another, more long-term benefit to setting specific goals as well. The initiatives that receive another round of funding are most often the ones that can be tied back to specific, quantifiable goals and achievements for your organisation. If you and your team are meticulous enough about setting goals, tracking their progress, and demonstrating how your customer experience efforts helped bring about that result, the chance that you’ll be able to secure another round of funding will be much higher. 

Step 3: Finding CX-Conscious Partners

The third step in this process is no less crucial than the preceding two: finding an engagement platform that puts customer experience at its heart. More specifically, professional services firms should seek out a vendor to help them turn engagements into an enjoyable opportunity for mutual growth rather than a tedious cost center, as is often the case.

The factors that most often impede a great engagement (and thus a great customer experience) are 1) storing documents and files across a sprawl of different portals, 2) haphazard document validation processes that further gum up the interaction, and 3) disparate communications across one-to-one email threads, chats, and more. A vendor that can do away with all of that in favor of a single, streamlined platform will help you create a better experience for your clients, ensuring they return for the next engagement and everyone enjoys the process.

Want to learn more about how to create a better client experience? Click here to see how Suralink, the world leader in PBC request list and engagement management software, can help your professionals and clients holistically improve every engagement! 

Additionally, watch for our follow-up on the tangible benefits a great customer experience provides!

 

Author: The Suralink Team