To win more business, you need to look at your customer journey through fresh eyes. First impressions can make or break a sale. What happens when a potential client visits your website, calls your office, or submits an enquiry? Are they met with a seamless, professional experience—or radio silence?

Every interaction counts. Businesses failing to impress at the first touchpoint risk losing prospects to competitors. Here, we share where businesses often fall short and how to win more business by delivering an exceptional customer experience.

Table of contents:

• Why Do First Impressions Matter in Helping You Win More Business?
• What Are the Key Stages of the Customer Journey?
• How Are Professional Services Firms Performing?
• What Common Gaps Are Costing Businesses, New Clients?
• How Can You Improve Your First Touchpoints to Win More Business?
• What Can We Expect from the 2025 Professional Services Client Journey Report?

Why Do First Impressions Matter in Helping You Win More Business?

Studies show that customers form opinions within seconds of engaging with a business. Whether it’s a website visit, a phone call, or a web chat, people expect a fast, professional, and helpful service.

A poor first impression—slow responses, unclear information, or a lack of follow-up—can instantly damage trust. On the other hand, businesses that respond promptly, professionally, and personally set themselves apart and increase conversion rates.

What Are the Key Stages of the Customer Journey?

To win more business you need to do more than generate enquiries. You must deliver a seamless customer journey from the first interaction to long-term loyalty.

The customer journey is often broken down into five key stages:

1. Awareness – A potential client first discovers your business.
2. Consideration – They research and compare their options.
3. Decision – They make a choice and commit to working with you.
4. Retention – They continue to engage with your services.
5. Advocacy – They become loyal clients and recommend you to others.

These steps can also be grouped into three critical phases:

• Pre-sale – The research phase, where they find your business and assess their options.
• Sale/Purchase – The decision-making phase, where they engage and commit.
• Post-sale – The aftersales experience, influencing whether they stay and refer others.

Key Touchpoints To Win More Business

Pre-sale Touchpoints:

• Website Visit – Is it easy to navigate, informative, and mobile-friendly?
• Online Reviews & Social Proof – What will they find on Google, LinkedIn, or review sites?
• Initial Enquiry – How quickly and professionally are emails, forms, or live chats handled?

Sale/Purchase Touchpoints:

• Phone Call Handling – Do prospects reach a real person quickly? Are sensitive enquiries handled with empathy? Are missed calls followed up?
• Email Responses – Are replies prompt, personalised, and helpful?
• Consultations & Meetings – Is the first meeting seamless and client-focused?

Post-sale Touchpoints:

• Onboarding Experience – Do new clients feel valued and supported?
• Follow-ups & Check-ins – Are clients engaged after the sale, or are they left waiting?
• Ongoing Support & Communication – Is it easy for clients to get in touch when needed?

How Are Professional Services Firms Performing?

Our last market study in 2021 examined how 256 professional services firms across the UK handled 500 new business enquiries. The results provided a clear benchmark for customer experience (CX) in the industry—and revealed significant areas for improvement.

The industry’s overall Net Promoter Score (NPS) was –42, confirming poor CX is undoubtedly costing firms business. NPS is an index rating from -100 to 100 that measures the willingness of customers to recommend a company’s products or services.  

Key Sector Results from our 2021 market study:

• The legal sector performed the worst, with an NPS of -54
• Accountancy firms followed closely behind with an NPS of -47
• Insurance & finance scored better with an NPS of -32
• The property sector scored best but still had a low NPS of -30

Our study shows just how much room there is for improvement—and why firms that invest in CX will have a huge competitive advantage when trying to win more business.

What Common Gaps Are Costing Businesses, New Clients?

From our past research and customer experience insights, here are the most common mistakes firms make when handling enquiries:

• Slow or No Response – Many firms take 24+ hours to reply and others don’t!
• Missed Calls – Many calls never got a callback, even when the prospect left a voicemail.
• Lack of Personalisation – Generic responses feel impersonal and don’t build rapport.
• No Follow-Up – If a prospect doesn’t book immediately, is anyone checking in?

Each of these missteps creates friction and pushes potential clients away.

How Can You Improve Your First Touchpoints to Win More Business?

Small improvements in your first touchpoints can help you win new business and convert more enquiries into loyal customers. Here’s where to focus:

• Make Contact Easy – Ensure your website has clear call-to-action buttons and multiple ways to enquire (phone, email, live chat).
• Speed Up Response Times – Aim to respond to all enquiries within two hours or risk losing leads to faster competitors.
• Train Teams on Enquiry Handling – Ensure frontline staff know how to handle and prioritise new business enquiries.
• Automate Follow-Ups – Implement a structured follow-up system for prospects who don’t convert immediately.

Read our blog ‘Customer Journey Touchpoints‘ for more insights into optimising every stage.

Conclusion: First Impressions Define Your Success

Every touchpoint in the customer journey must work in your favour to win more business. The data is clear—many professional services firms lose business due to slow response times, poor enquiry handling, and lack of follow-up. Those prioritising the customer experience at the pre-sale stage convert more leads and create loyal clients who stay and refer others.

With our 2025 Professional Services Client Journey Report launching in March, we’ll be revealing key insights into how firms are performing—and where the biggest opportunities lie.

Are you making the right first impression? If you’re unsure, insight6 can help. Call us today to discuss how we can refine your client journey and give you a competitive edge. To connect with your local CX Specialist, call +44 (0) 800 970 8987 or visit www.insight6.com.

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