Marketing

Beginner’s Guide: Empower Employees for Excellent CX

Training employees in Client Experience (CX) is fundamental for ensuring that they understand both the importance of delivering exceptional service to clients, and what “good CX” looks like at your firm. When training employees on CX, it is essential to communicate the importance of CX as it relates to the overall success of the business, and how their role directly impacts the client’s perception of the brand. Below are some key points to convey to employees about CX:

  • Definition of CX: Make sure everyone is on the same playing field and define what good CX means and looks like at your firm. The client experience is the overall perception a client has of a firm based on the various interactions that they have throughout the client journey. The client experience determines how the client feels about your firm.
  • Importance of CX: Emphasize why CX matters. A positive CX leads to client satisfaction, loyalty, positive word-of-mouth and ultimately, business growth. It is about creating memorable and impactful experiences for clients by intentionally designing and delivering moments that evoke positive emotions, build connections and leave a lasting impression.
  • Client-Centric Approach: Encourage employees to adopt a client-centric mindset that prioritizes the needs, preferences and satisfaction of clients above all else. In a client-centric organization, everything revolves around understanding and meeting the needs of clients in the best possible way.
  • Understanding Client Needs: Stress the importance of empathy in understanding and addressing client needs. Teach employees to listen actively and empathize with customers to understand their needs, preferences and pain points.
  • Consistency Across Channels: Emphasize the importance of maintaining consistency in CX across all touchpoints, whether it is an in-person interaction, a phone call, an email or online interaction. It is fundamental for providing a seamless and unified experience for clients, regardless of how they choose to interact with your brand.
  • Building Relationships: Highlight the significance of building long-term relationships with clients by providing personalized experiences and exceeding their expectations. By delivering exceptional experiences, businesses can create lasting connections, foster loyalty and build trust.
  • Problem-Solving Skills: Equip employees with problem-solving skills to address client issues promptly and effectively. Encourage them to see complaints or challenges as opportunities to turn dissatisfied clients into raving fans.
  • Know Your Service Offerings: Ensure employees have a deep understanding of the services your firm offers. Equipped with this knowledge, they can identify cross-selling opportunities and provide an enhanced, holistic service approach to their clients.
  • Collaboration: Highlight the importance of teamwork and collaboration across departments to ensure a seamless and cohesive client experience. Collaborate with colleagues or other departments as needed to resolve complex issues that require input or expertise from multiple sources. Foster a team-oriented approach to problem solving to leverage collective knowledge and skills.
  • Empowerment and Ownership: Empower employees to take ownership of client interactions and make decisions that prioritize the client’s best interests. When employees feel empowered and take ownership of CX, they are more motivated, engaged and ultimately provide a better experience.
  • Measuring Success: Explain how CX success is measured. This could be via metrics like client satisfaction scores, Net Promoter Score (NPS) and client retention rates. Celebrate successes and capitalize on opportunities for improvement.
  • Lead by Example: Finally, lead by example. Show employees what exceptional CX looks like through your own actions and interactions with both internal and external clients.

Effectively communicating and providing ongoing training on these key points are critical to the success of your CX program. Instill a client-centric culture within your firm and empower employees to consistently deliver outstanding customer experiences. Everyone has a role and can create memorable and impactful experiences that delight customers, drive loyalty and differentiate the brand in a competitive marketplace.

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About Tanya Doescher


Tanya is the Director of Marketing at a Delta Consulting Group. She is responsible for developing and executing the firm’s overall growth goals and objectives, and oversees the development, implementation and execution of Delta’s marketing strategy.

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