Communication: The foundation of great CX behaviours, systems & processes

March marked the start of something new for me, merging my business! I’m now operating under the ‘Client Talk’ brand which is a really exiting change and brilliantly supports the purpose of ‘The Happy Client’ which is to create a regular opportunity to talk about how we strengthen relationships with clients.

In last month’s edition, I explored the foundational aspects of client experience (CX) – processes, systems and behaviours. Underpinning all of those is communication, which can have a huge bearing on your client journey and ultimately influence client experience and satisfaction. Communication (or lack thereof) can make or break a relationship (professional or otherwise!) so let’s look at how it impacts on the three elements of CX.

Communication as the backbone of processes

Efficient client service relies on well-defined processes, and at the heart of every process is effective communication. Whether it’s onboarding a new client, handling enquiries, or resolving complaints, clear and structured communication ensures seamless execution.

Clear process documentation: Every client-facing process should be documented with precise instructions and expectations. This minimises confusion and ensures consistency in service delivery.

Timely Updates and Follow-ups: Clients appreciate proactive communication. Keeping them informed about the status of their matter (even if there is nothing substantive to report) as it prevents frustration and builds trust.

Transparency: A law firm client I recently interviewed told me they were becoming frustrated with the time taken to open new files. The firm arranged a ‘behind the scenes’ session to talk the client through the process, creating a sense of understanding and appreciation for the necessary steps and therefore reducing friction. 

Systems that support effective communication

Technology can play a pivotal role in streamlining communication, making it more efficient and scalable. But you must make sure you don’t focus on efficiency to the expense of  the personal touch and lose an opportunity to build relationships.

Phone systems are a great example here – how often do we get frustrated when trying to speak to someone, but are greeted with endless automated options, none of which lead to an actual person?  Or how about when you call the number on someone’s email signature and the number just rings out – very annoying! 

Many businesses are turning to automated messaging and AI Chatbots, and while these can be great for quick responses, appointment reminders, and basic queries, not everyone will want to use them, so make sure you have alternatives in place.

Behavioural aspects of communication in client service

While systems and processes provide structure, human behaviour remains a crucial element in client communication. How team members communicate directly impacts client satisfaction and loyalty.

Empathy and active listening: Clients want to feel heard and be understood. Training teams to listen and respond empathetically enhances rapport and the ability to problem solve.

Handling difficult conversations: Sometimes things don’t go according to plan, delays happen, and not all client interactions are positive. Don’t underestimate the power of goodwill.  Where most of your dealings with a client are positive, if something does go awry, clients will be far more forgiving. Encouraging teams to proactively flag issues as soon as they arise and then equipping them with conflict resolution skills and de-escalation techniques ensures that even challenging situations are handled constructively.

As I embark on this new chapter with Client Talk, our core mission remains the same—helping businesses foster stronger client relationships through meaningful conversations. By prioritising and teaching clear communication (we can help you with that!), leveraging technology without losing the human touch, and equipping teams with the right skills, businesses can create a client experience that is not only efficient but also deeply valued.