Aligning stakeholders around a client listening programme

Making improvements to client service and experience was selected as the number one priority for marketing and BD teams in 2025 by CMOs and BD leaders who participated in the Forum’s annual Strategy & Marketing Benchmark.

This drive for improvement in CX raises crucial questions about how firms can best identify the changes that clients wish to see, and how best to get internal stakeholders behind that vision for change.

More and more MBD teams are leading the charge within their firms to incorporate meaningful data insights and feedback from client listening into strategic planning. According to the Benchmark, four in ten leaders said they currently have a structured approach to client listening in place, while only 8% said they don’t collect any feedback.

Success so often depends on internal stakeholder engagement, so knowing your audience, positioning and communicating correctly, and connecting with the wider firm strategy, are all key considerations regardless of the level of maturity.

Three industry leaders will share how they use feedback to inform major strategic changes to their brand and client experience, and to identify key lessons and best practices for aligning stakeholders around a client listening programme.

Hope you can join your peers.