The Client Experience (CX) Framework.  

Enabling you to deliver CX Excellence within your business. 

Client Experience is all about how clients feel as a result of every interaction they have with your company. Their feelings will vary from the positives such as delight, satisfaction and happiness through to the negatives such as disappointment, anger and frustration. Companies must understand and recognise these feelings and engage with clients on an emotional level. 

The I Trust You driver is the first emotional driver in the CX Framework. It means clients will create emotional bonds with companies they trust. Trust is the most important of the emotional drivers because it’s the foundation of the relationship between a client and a company. Clients won’t do business with companies they don’t trust. Trust is fragile, it takes years to build and can disappear in an instant. Its built slowly, interaction after interaction. Companies must consistently deliver on their promises and continue to meet and exceed client expectations. This is important when issues arise and there’s negative publicity or commentary about the company. Overtime trust becomes stronger and more resilient so issues will have less of an impact as clients, based on past experiences, know they will be looked after well. 

The key attributes for the I Trust You emotional driver are: 

  • Letting clients know the company has integrity and isn’t just about making money. 
  • Showing clients that the company acts in their best interests. 
  • Demonstrating that the company values clients and cares about them. 
  • Keeping promises and commitments that are made to clients. 

The behaviours and skills for the I Trust You emotional driver are:  

  • Make clients feel important, valued and cared for by actively listening and asking the right questions. 
  • Help clients to make the right decisions by giving them the information they need. 
  • Let clients know what’s going to happen in advance, this helps to manage their expectations. 
  • Meet any deadlines you’ve given clients and follow up with them when you said you were going to.
  • Keep clients informed through the channel of their choice e.g., email, phone, text, letter etc.
  • Keep language clear and simple, if jargon is used clients may think the client has something to hide.
  • Staff must have the right level of expertise to deal with client queries.
  • Companies must trust their clients and their staff if they want to be trusted themselves. 

Want to learn more? Please contact us for a free business consultation at