If you don’t know what your clients want and expect, providing a good customer experience is difficult, if not impossible, writes Paul Roberts.
Most professional service firms believe they listen to their clients in the most effective way possible by running surveys, tracking net promoter scores, and having partners speak regularly with their key contacts. Yet few hear what truly matters.
The gap between collecting feedback and acting on intelligence is becoming increasingly problematic, because the landscape around client experience (CX) is shifting in unprecedented ways.
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