Anna Lake explains why client journey measurement goes beyond onboarding.
Many professional services firms tell me they are measuring their client journeys. But when we scratch the surface, they are often looking at only a small part of the experience: the first enquiry or the onboarding process. Those stages matter – they are where expectations are set, trust starts to form and clients decide whether the firm feels easy to work with.
The journey diagram below is a useful reminder that the relationship does not stop once the matter is under way. For many firms, the greatest opportunities to improve the client experience sit in the stages that receive the least attention.
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