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Client Experience Design Is No Longer a Nice to Have

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AUTHOR: Louise Donadieu
Founder & Director - Growth and automation specialist


You can no longer afford to overlook the significance of client experience. However, many organisations are failing to adapt to evolving client expectations, hindering their growth potential. It's time for a paradigm shift.

Let's explore the importance of client experience in the finance sector and outline five essential steps to creating a better client experience.


Embracing Change

The finance sector operates within a framework of stringent regulations, often resulting in lengthy onboarding processes. To improve client experience, businesses must embrace technological advancements and adopt more streamlined and efficient onboarding procedures. Even improvements in how you communicate about the onboarding process will make you stand out. By leveraging digital solutions and automation, organisations can enhance client satisfaction while ensuring compliance.


The corporate veil

To appeal to younger generations, finance businesses must revamp their communications strategies. Traditional corporate approaches no longer resonate with this demographic. Instead, it's crucial to embrace a more personalised and engaging communication style. By demonstrating authenticity, relevance, and empathy, businesses can forge stronger connections and build trust with their younger clients. This will lead to higher conversion rates and lower client churn rates. 


Find your USP

In a service-oriented industry like finance, differentiation is crucial. Unfortunately, many businesses overlook the power of leveraging their unique client experience as a USP. By understanding the client journey, identifying every touchpoint (from first hearing your name to off-boarding processes), and delivering personalised interactions, organisations can set themselves apart from competitors. Having a superior client experience as a USP can be a game-changer for attracting and retaining clients. Just remember, you only have to be 1% better than your competitors. 


Automation with a Human Touch

Automation is a powerful tool for optimising processes and delivering consistent experiences. However, it's important to strike the right balance between automation and human interaction. Clients should never feel like mere numbers in a machine. Implementing intelligent automation that feels personalised and tailored is key. Leverage technology to identify trigger points in the client journey and automate relevant interactions, ensuring a seamless and engaging experience.

Working with Client Experience Specialists

Sometimes, an external perspective is needed to identify areas for improvement. Collaborating with client experience specialists can provide invaluable insights into optimising the client journey. These specialists can assess existing processes, identify pain points, and propose tailored solutions. By leveraging their expertise, businesses can create remarkable client experiences that drive conversions and foster long-term loyalty.


Success Stories: Several organisations that have prioritised client experience over anything else, have witnessed remarkable outcomes. Conversion rates have soared by over 40%, while client retention has increased by 30%. These success stories highlight the tangible benefits of investing in client experience, proving that it is a powerful and necessary growth strategy.

Measuring Success: To evaluate the effectiveness of client experience efforts, businesses should implement robust measurement systems. Utilise tools such as HubSpot, Metricool, and Google Analytics (and so many more) to track conversion rates at every stage of the buying cycle. These insights will help identify areas of improvement and make data-driven decisions for ongoing enhancement.

Future Trends: Looking ahead, marketing automation and artificial intelligence (AI) will play pivotal roles in enhancing client experience. Leveraging these technologies allows businesses to gain deeper audience insights, enabling them to tailor client experience automations to meet specific needs. By embracing these trends, finance businesses can stay ahead of the curve and deliver exceptional client experiences.