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Staying on top of customer expectations comes down to three things.

First, it's about getting feedback from your clients, whether that's in the form of talking to them day to day, whether that's market research or whether that's looking at the internal data that you have gathered on your clients.

The second thing that it comes down to is making sure that you are showing up for your clients where they are.

So, ease of access – that is so important. Don't make a client come to you. Make your services available to your clients wherever they are so that they can make a digital payment as they are looking to purchase within an app; so they can decide, “You know what? I'm going to increase my savings rate with the extra money I saved from a sale.”

And third, it's about offering them very relevant and timely capabilities. It's predicting what they want next before they even think about it.

That is what true innovation is when it comes to the client experience.

Why should you care about customer experience?

When you create delightful client experiences, you not only create a strong and lasting relationship with one client – you continue to have the opportunity to grow with the client.

You can turn them into advocates, which helps you attract and win new customers.

And ultimately it becomes a very natural way, and feedback loop, into creating the next innovation to drive your clients and the experiences they expect forward.