Most client experience issues don’t come from missing features.
They come from decisions that were never made.
As firms grow, client communication, onboarding, and follow-up naturally spread across advisors, CSAs, and operations teams. Without clear alignment, small inconsistencies turn into real friction: clients receive mixed signals, advisors invent their own workflows, and teams spend time fixing avoidable exceptions.
This framework exists to stop that pattern before it starts or to help you reset if it already has.
What This Framework Is (and Isn’t)
The Client Experience (DXP) Strategy Framework is a guided decision-making tool.
It is not product training. It is not a setup checklist
Firms use this framework to align on how clients and prospects should experience the firm before configuring the platform, launching the app, or scaling usage across teams.
The goal is clarity. Not perfection.
When This Article Is Most Useful
This article is especially valuable if your firm is:
Preparing for an initial platform rollout
Expanding beyond a small group of advisors
Seeing inconsistent usage or client confusion
Revisiting service tiers, segmentation, or team structure
If any of those feel familiar, this framework helps you slow down just enough to make decisions that prevent rework later.
The Decisions That Shape Your Client Experience
A consistent digital experience doesn’t happen by accident. It’s the result of a small set of decisions that are made intentionally and reinforced over time.
The sections below walk through the core decision areas firms align on when using this framework.
You do not need to resolve everything in one sitting. Many firms revisit these decisions as their service model evolves.
1. Introducing the Platform to Existing Clients
The decision: How do current clients experience your app rollout?
Without alignment, advisors introduce the app differently, invitations go ignored, and teams manually intervene to chase activation.
When this decision is clear, rollout feels coordinated and reinforces your service model rather than disrupting it.
Firms align on:
Whether rollout happens all at once or in phases
Which client segments are introduced first
Who owns outreach, follow-up, and activation tracking
How the app’s primary uses are positioned to clients
How delayed or ignored invitations are handled
2. Designing the New Client First Experience
The decision: What does a consistent first impression look like for every new client?
New client onboarding sets expectations for how the relationship works. If ownership is unclear, steps are skipped, duplicated, or handled differently by each advisor.
Alignment here ensures new clients see the right information at the right time and understand how to engage with your firm from day one.
Firms align on:
Who invites new clients and when
Ownership across admins, advisors, and CSAs
What new clients should see first in the app
Which documents or information are collected during onboarding
How onboarding evolves as clients reach milestones
3. Defining Prospect Access and Conversion
The decision: How much of your experience do prospects see and when does their app experience shift?
Without boundaries, prospect access can blur into client service, creating confusion and operational risk.
This decision area defines how prospects move from interest to engagement to conversion in a way that reflects firm expectations.
Firms align on:
How referral and marketing links are used
Whether prospects are guided to book a call, download the app, or both
What actions are appropriate before becoming clients
Which Experiences, Teams, or Campaigns apply at the prospect stage
What signals indicate readiness to convert
4. Segmenting Clients Intentionally
The decision: Who receives which experience, and why?
Segmentation should reflect your service philosophy, not ad hoc exceptions.
When this isn’t defined, teams rely on manual judgment. When it is defined, assignment becomes clear and scalable.
Firms align on:
Which Experiences reflect service tiers, niches, or lifecycle stages
The criteria used for Experience assignment
How tags support targeted communication and workflows
Who owns Experience and tag governance over time
5. Structuring Client Communication
The decision: How do clients communicate with your firm and who responds?
Direct messaging can strengthen relationships or create confusion depending on how it’s structured.
This decision area ensures communication reflects your service model, team roles, and response expectations.
Firms align on:
Whether messaging is advisor-specific, team-based, or tier-based
Who clients can message directly
How messages are routed internally
Which messages require advisor involvement
Standards for tone, cadence, and response time
6. Delivering Firm-Wide Outreach and Education
The decision: How does your firm communicate at scale?
Firm outreach shapes client perception of consistency and professionalism. Without structure, content becomes sporadic or overly manual.
Alignment here creates a predictable rhythm for education and updates.
Firms align on:
What belongs on the Feed and how often
Content ownership, review, and approval
Core resources that support the client journey
Seasonal or event-driven communication cycles
7. Embedding Advisor Workflows
The decision: What does consistent follow-up look like in daily advisor routines?
Technology only supports consistency when workflows are clearly defined.
This final decision area connects strategy to execution by aligning expectations for daily and weekly activity.
Firms align on:
Expected daily and weekly Back Office activities
When to use Action Items, Messages, or Posts
What strong post-meeting follow-up looks like
How scheduling is used to plan outreach in advance
What Clarity Enables
By the time your firm works through this framework, you should be able to clearly explain:
Who receives which experience
Who owns each interaction
How communication flows across teams
How the platform supports your service model
That clarity makes setup cleaner, rollout smoother, and long-term usage far more consistent.
This framework helps ensure your client experience is intentional—before scale forces the issue.
Use This Framework Internally
This framework is also available as a discussion-based deck designed for internal alignment.
Firms often use the deck to guide leadership, advisor, and operations conversations before setup or rollout. It works well for working sessions where the goal is shared understanding, clear ownership, and intentional decision-making.
Use the deck to facilitate discussion, capture decisions, and align your team on how your client experience should operate in practice.