Understanding your client matters


Collecting and analysing information so that you can provide a more client-centric experience has many benefits.

client data

If a client has a great experience, they will come back to you for future help. In addition to this, they will refer you to others thus leading to long term business growth. However, understanding why other clients don’t come back is as important.

Analysing your client’s experience using data

Client service and client experience are different in that service is related to only one part of the journey. However, the client experience is about all of the points of engagement that the client has with your practice. Throughout their journey, the client is leaving behind data that will give you an insight into their behaviours and challenges that you can use to improve the experience. There are two types of data:

  1. data that already exists that needs to be formally collated, and
  2. data that you need to actively retrieve.

Analysis of the data is key to understanding what you can do at each touch point to make the experience better so that you maximise the opportunity to convert enquiries into new business and compel the client to recommend you.

Mapping the Client Journey

The key touchpoints to be considered when dealing with clients are:

  1. Discovery stage – the client is researching options so it would be beneficial at this stage to understand how well your website is working for you.
  2. Initial enquiry –at this point, the client is making judgements about whether they will instruct you to act for them. Information about the source of their enquiry and their concerns can be gathered here.
  3. Follow up – if you do not win the business, it is important to find out at this stage why not.
  4. Engagement – building a rapport so that you can be more focused on their needs.
  5. End of matter – great opportunity to get feedback via an online survey for example, to assess the overall experience and gather testimonials.


The essential part of this process is actually interpreting the information and developing an action plan using the mapping process that will lead to positive improvements for the client journey so that you can win more business.

To find out more, watch a recent information session: How Client Intelligent is your Practice


This article originally appeared in the 27 April 2021 Member eZine. For more information, and to subscribe, visit eNewsletters.