AAM High! Webinar: From Ideation to Implementation: Starting a CX Program from the Ground Up

Client Experience (CX) isn’t just a buzzword; it’s a powerful differentiator. A strong CX strategy drives client loyalty, improves retention, increases profitability, and enhances competitive positioning. So, when firm leadership starts talking about CX, what comes next?

Join us for a practical, action-focused session on how to launch a CX program at your firm. While there’s no one-size-fits-all model, we’ll explore the core elements of effective CX frameworks through two real-world examples: PBMares, where CX is led by the marketing team, with insights from Julia Germeyer, Director of Marketing, and Herbein + Co.,  where CX is a full-time role, with insights from Ryen Salo, CX Manager.

Our speakers will share their firms’ approach to CX, KPIs to track, success stories, lessons learned, and things to think about as you navigate these conversations at your firm. Leave the webinar feeling energized and ready to tackle your own CX program!

Speakers

Julia Germeyer| Director of Marketing, PBMares, LLP

After brief stints in higher education and legal marketing, Julia has spent most of her career in accounting marketing, having worked both in-house and as a consultant. In 2023, she joined PBMares, a Top 100 firm headquartered in Newport News, VA with locations across Virginia, North Carolina, and Maryland. In her current role, Julia manages the firm’s digital marketing, content strategy, and client experience programs.

Julia co-leads AAM’s CX Circle and volunteers on the Virtual Education Committee. She serves as President of the Board for the Professional Services Marketing Association (PSMA) of Western Pennsylvania, an organization she has been part of since 2009. Julia is a past Summit speaker, and in July 2024 spoke at CXFS, a conference for CX in financial services.

Julia recently relocated from Pittsburgh, PA to coastal Virginia. Outside of work, she enjoys spending time with her family, exploring the outdoors, and traveling.

Ryen Salo | CX Manager, Herbein + Co. 

Ryen Salo is a seasoned client experience leader with over a decade of experience in the B2B SaaS industry. Currently serving as the Client Experience Manager at Herbein + Company, Inc., she leverages her extensive background to enhance client relationships and drive growth in the accounting and advisory space.

Prior to joining Herbein, Ryen held the position of Director of Customer Success at ClearlyRated, a leading CX platform for B2B and professional service firms. In this role, she was instrumental in fostering environments where team members could thrive, leading to improved client satisfaction. Her commitment to empathy, proactive problem-solving, and strategic insight has consistently resulted in high Net Promoter Scores and positive client feedback throughout her career.

A graduate of George Fox University, Ryen holds a bachelor’s degree in organizational leadership & management with a minor in project management.

When she’s not working, Ryen enjoys dinner parties with friends, a good book, and spending time with her husband and six year old son.