I've been working with more and more professional service firms, including investment advisors, web development agencies, and others. I'm helping them to better understand the experience they are providing for their clients, and how they can improve it to achieve specfic business goals.
What I think businesses are starting to understand is that it really doesn't matter what type of company you have: if you want to succeed in the long term, you better pay attention to the entire customer experience. What I wrote in my book, "All Customers Are Irrational," holds true for everyone: all decisions are emotional, including purchase decisions. And that doesn't change whether someone is looking at buying some new running shoes, or deciding which agency to select during an RFP process.
What about your business? Do you really know what type of experience you're providing for your customers or clients? Are you giving them the subconscious and emotional reasons (as well as the logical) for buying from (or staying with) your company?
If not, others are catching on, so you better start paying attention!