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December 08, 2023

Crafting a Comprehensive Client Experience Strategy: A Blueprint for Success

Roger Portnoy


Reading time: 3 min


In our industry, firms are inevitably presented with the great challenge: client engagement! Still, they may adopt different approaches to engaging when it comes to fulfilling needs through their UI/UX design and value proposition. The Client Experience approach, as it turns out, is intricately linked to both the complexity of decision-making and the “emotional impact” those decisions have on clients. Whether your CE approach remains within a singular delivery model or takes on a multi-layered structure depends on several factors. These include the perceived risk that a client is an “exception,” the level of compliance and accountability within the relationship, and the intricate design and fulfilment of the value chain.

But let’s start from the very beginning.

Laying the Groundwork before the Actual Experience

First things first, the foundation of a robust client experience strategy lies in providing answers to fundamental questions that define your client’s journey. To set the stage for a successful strategy, you must delve into who your client truly is, what their goals encompass, and how they behave when interacting with your products, services, or applications. It’s equally vital to pinpoint the critical touchpoints that pave the way for desired behaviours and outcomes. At Objectway, we propose a three-tiered approach: Define who your customer is, Segment and Understand, to construct a profile that will inform your client engagement strategies. Once you’ve established a firm foundation, the next steps involve amplifying your client.

When we think about who the client is, we’re really thinking about what are their behaviours when they’re interacting with you: on a mobile channel or a digital web channel? Will their behaviour shift? Will the way that they interact with your application change? If it’s an internal user, will they need access to data that you couldn’t possibly deliver through one channel effectively, because of the complexity of that information? Considering all these variables means aligning experience design with behaviour, developing a personalized tone of voice that resonates with your clients, engaging them on an emotional level to create meaningful connections, and dissecting the business process to overcome challenges and friction points effectively.

A Two-Tiered Strategy

Building an effective client experience process necessitates a two-tiered strategy, eventually:

1. Design Segregation

To start, segregate design from the process itself. Consider design as a self-fulfilling journey aimed at creating a “wow” factor. Visualization and branding play pivotal roles here, with design being granted its own dedicated stream of work.

2. Identifying Engagement Principles

The second part of the equation revolves around identifying engagement principles. For instance, do customers want to input information manually, or can you automate data utilization to streamline their experience? These engagement principles will define where and how you interact with your clients, bridging design principles with engagement strategies to create a truly exceptional client experience.

When implementing and binding these various building blocks together you really focus on developing UI UX and your customer experience with four key objectives – the process and fully reap the benefits of digitalization:

  • Ensure Compliance while still keeping the customer in the right place with the right behaviours and right mindset  
  • Maximize User Experience for all roles involved  
  • Digitize your workflows in a flexible manner  
  • & Integrate easily into your ecosystem  

Toolkits for Success

At the heart of our methodology at Objectway are four toolkits that we make accessible to our customers. Among these, one is pivotal in orchestrating the delivery of exceptional service to the end customer. This service, often spanning multiple capabilities, is the keystone to delivering a remarkable customer experience. But here’s the catch: the critical step within this process is the act of onboarding. Onboarding, you see, it is both one of most complex and difficult areas, but when executed impeccably, it can yield the most favourable outcomes for both the provider and the solution provider.

In our world, we grapple with other facets as well, such as understanding the needs of intermediaries operating behind the scenes. Their engagement is a puzzle piece that must seamlessly fit into the larger client life cycle. It’s essential to establish a blueprint for how you intend to navigate your own life cycle, and we, at Objectway, craft cutting-edge technologies tailored for this very purpose.

As we continue our journey of innovation, these four toolkits remain our guiding stars, ensuring that we deliver excellence, compliance, and a hyper-personalized touch to every interaction.

Key Lessons. Your take away’s ready!

n a world where customer experience can be a key differentiator, a well-crafted client experience strategy can lead to enhanced client satisfaction, loyalty, and ultimately, business success. But to build a strategy you must be sure to involve all internal stakeholders, value-chain wide, in the process, collaborate with external experts who possess specific skills, leverage existing resources and technologies rather than building everything from scratch, reiterate rapidly, inform before release, and provide adequate training and continuously gather feedback and learn from client interactions to refine and improve your client experience strategy.