In many markets, we are seeing a fundamental shift in the way value is created for customers. The shift is from value that resides in the product or service to value that is created for the customer during the experience of interacting with the service provider. Increasingly, it is at the points of interaction where value is created, not in the factory or R&D laboratory. In the consumer market, think of the truly special experience of browsing in an Apple retail store, or the high-end lounges that airlines like Lufthansa and British Airways have created to augment the in-air experience with a luxurious on-the-ground experience.

This phenomenon is poised to dramatically affect the world of professional services. Most firms say they offer a unique client experience, but few actually do. The challenge is to create new, refreshing, and valuable client interactions which become part of the total package of your value-added. The issue is that most professional services are delivered today in almost exactly the same way as they were forty years ago. There is more on-site work, for sure, but still very little client involvement in defining the desired relationship experience.

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