Industry: Architecture, Engineering, Construction

We focus on CX (Client Experience) in Architecture, Engineering, and Construction and have developed the industry’s deepest competency in CX addressing the needs of firm’s employees, clients and partner relationships. We coined the phrase “X-Firm” to help AEC firms understand what it takes to compete as an experience-led firm. We have been applying the X-Firm principles for years to help our AEC client firms provide industry-leading experiences for their clients, employees, and their partners. In addition to leading-edge client experience consulting, we specialize in employee engagement and leadership development programs for firm CX champions, the industry’s leading client journey mapping and firm transformation planning and support.



  • Leadership Summits, Strategy Retreats, Executive Briefing
  • CX Foundations workshops for AEC leadership and employees
  • CX Strategy and Transformation Roadmap
  • CX Readiness Assessment
  • Client Feedback Strategy
  • Client Partner Interviews with Summary Analysis
  • Identify External Sources of Research and Data
  • Roll-out Internal Blog
  • Client Journey/Interaction Mapping
  • Client Persona and Segmentation
  • Client Lifetime Value Measurement
  • Define Desired Client Universe (Ideal Client Profile)
  • Create Executive CX Charter
  • Staff Workflow Innovation Management (S.W.I.M.)
  • Insight development strategy
  • Document current sales, outreach, proposal/bid process
  • Employee Engagement Program Development
  • Service Design Innovation
  • Internal/External CX Brand/Communications
  • Measurement/Metrics Strategy
  • Sales & Marketing CX Alignment



  • Outside-In and Inside-Out Foundations Workshop for AEC Leaders
  • CX Readiness Assessment
  • Client Journey Mapping
Architecture, Engineering, and Construction


Architecture Firm Case Study



  • Help mid-sized architecture/design firm achieve leadership status via CX. Help them achieve their #1 Corporate Objective of Becoming an Experience-Led Firm.



  • Worked with firm in one-year CX management and training program.
  • Developed the firm’s unique point of view on CX along with CX Vision, and Purpose.
  • Developed firm’s CX strategy and roadmap.
  • Performed comprehensive CX Readiness Assessment to establish CX maturity baseline and growth objectives.
  • Facilitated firm-wide collaboration on formulation of Ideal Client Profile (ICP) and innovative pursuit/proposal/interview/bid approach to win more ICP business.
  • Facilitated firm-wide Client Empathy Training using CX Pilots’ Client Interaction Checklist methodology.
  • Re-oriented firm’s client segmentation around Client Lifetime Value.
  • Re-oriented firm’s sales and brand marketing around the employee and client experience to affect recruitment and business development (bid/win ratio).
  • Developed CX Governance to sustain momentum around the client experience.
  • Facilitated deep client journey mapping and interaction mapping to isolate points of friction and service innovation opportunities.
  • Using IBM Watson business intelligence tools, helped firm with Win/Develop/Keep/Shed model to improve client pursuits.
  • Redefined firm leadership and employee roles, responsibilities and accountability around CX.
  • Applied CX Pilots’ S.W.I.M. (Staff Workflow Innovation Management) methodology to help firm reallocate human resources around priority areas to improve client experience and employee engagement and performance.
  • Reinvigorated firm’s client feedback approach beyond NPS to more comprehensive systematic approach.



  • Increased employee engagement by over 50%
  • Developed conditions allowing firm to gain a perfect 100 NPS
  • Increased bid/win ratio by 22%
  • Repositioned firm as an Experience-led business
  • Increased overall client empathy capabilities/skillsets for all leadership and client-facing employees