How we used real-time CX insights to strengthen client relationships
when relationships strain, CX strategy reconnects
Client: Maitland Group (now Apex)
Location: Cape Town, South Africa
Services Rendered: Journey Mapping, Client Interviews, Internal Alignment Workshop
Completion: August 2023
about the client
They weren’t just looking for feedback, they needed data that could move the business. We helped them find it.
The Maitland Group is an international fund services and wealth management firm. Operating in a highly regulated, relationship-driven environment, they needed better visibility into client sentiment to maintain trust, drive retention, and support sustainable growth.
problem
Client sentiment shifts were difficult to detect early, leaving leadership exposed to churn risks and hidden dissatisfaction.
goal
Capture real-time, actionable insights into client experience and use them to guide retention and service strategy.
solution
Deployed VoC research combined with real-time reporting and executive dashboards to drive operational CX alignment.
overview
what we did.
why it worked.
The Maitland Group had the right structures and client-facing teams, but they lacked real-time visibility into what clients were actually experiencing. Leadership needed early warnings, not post-mortems.
Assessment & Analysis
Our research showed that while client satisfaction was generally high, early signs of dissatisfaction often went undetected. There was no consistent mechanism for surfacing concerns before they became retention risks.
Our Approach
We designed a real-time feedback programme including client interviews, pulse surveys, and sentiment tracking. A customised CX dashboard gave leadership live insight into client health. Action plans were developed around service triggers identified from the data.
Results
- Risk of silent churn reduced through early interventions
- Increased account growth through targeted relationship management
- Service teams aligned around measurable CX goals and KPIs
- Executive buy-in for CX as a business performance driver
key takeaways
goals met.
success achieved.
Maitland’s CX journey was being held back by fragmented processes and misaligned teams. Through focused mapping and client insight, we helped identify the friction between touchpoints and expectations.
With nlightencx’s expertise, the new strategy now champions consistency, fosters transparency, and builds a unified understanding across departments, empowering teams to deliver a seamlessly aligned client experience.
Although we have had years of operational expertise and a good reputation in the industry, it wasn’t enough. Our clients needed more than just service delivery, and we were prepared to put in the work to meet their needs. So, we decided to work further with nlightencx to do things better.
Miles Osler
Head of Client Management
(ex Maitland) now Apex