How One Exercise Changed the Way We See Our Clients
How often do you really set aside time to put yourself in the shoes of your customer? 👟
At Accelity, we make this a yearly tradition. Every year at our annual onsite, we run a client journey exercise where we walk through the experience from a client’s perspective; from the first touchpoint with our brand to kickoff, to ongoing check-ins and reporting…we look at it all.
The framework we use (shoutout to Vanaya Grice, who introduced it to us in year one 🙌) forces us to slow down and actually evaluate what the experience feels like—not what we think it feels like. We question, challenge, and poke holes in the way we deliver our services. And let me tell you, it’s always a little eye-opening. 👀
Because here’s the thing: when you’re inside your own company every day, you know your systems. You know the processes, the acronyms, the shortcuts, the “usual way” things get done. It’s easy to assume that what’s second nature to you is just as clear to a client. Spoiler: it’s not.
What we uncovered this year…
This year, as we went through the exercise, we uncovered some gaps in communication. For example, we realized that while our kickoff process is thorough, some of our follow-up communications could be clearer. We also spotted moments where we could simplify instructions and proactively share resources—both of which save clients time and cut down on confusion. And we found opportunities to add “surprise and delight” touches along the way. Small improvements that create a big difference in how clients feel about working with us. 🥳
But what I love most about this exercise isn’t just the fixes we come away with—it’s the conversation it sparks. Our team members, who live and breathe this work every day, get to take a step back and talk openly about the friction they see or feel. They move from working in the business to working on it. And that shift is powerful.
The Results
Here’s what happens when we do it:
✔️ We challenge our assumptions about what’s “easy” or “obvious.”
✔️ We build empathy for what clients are really experiencing—not just what we think they are.
✔️ We strengthen our process so that the client experience keeps improving year after year.
The result? A sharper process, stronger client relationships, and a team that feels invested in continuously making things better. When you see your work from the client’s perspective, it changes how you show up—not just in one exercise, but in every interaction that follows.
So I’ll leave you with this: do you ever step into your client’s shoes to test the experience you’re delivering? If not, what’s stopping you? And if you have, what did you uncover?
Let’s chat—I’d love to hear how others are approaching this.
