Client listening in action: Two years on - what we’ve learned, what we’ve improved, and what comes next

Nearly two years ago, we launched our “You Asked, We Did” campaign with a simple ambition: to listen more closely to our clients and respond in a meaningful, visible way.

Since then, client listening has become more than an initiative; it’s a mindset. One rooted in curiosity, consistency, and a clear focus on what matters most to you.

Curiosity: Asking better questions  #

At the heart of our approach is curiosity. Not just the collection of feedback, but understanding the “why” behind it.

What helps you move faster? Where do we create friction? What information do you need, and when? These are the questions that continue to shape our priorities.

That curiosity has led to meaningful improvements, from how you access our insights, to how you connect with our people, to how clearly you can navigate costs and decisions.

Consistency: Listening, acting, and following through  #

Listening only matters if it leads to action, and if that action is sustained.

Over the past two years, we’ve focused on building consistency into our approach:

• creating simpler ways for you to share feedback, including instant feedback tools
• improving access, through live chat and more direct routes to our experts
• enhancing how we communicate, with clearer pricing, better search, and more accessible content
• investing in tools and platforms, from our client portal to decision-making estimators, to improve your experience

Each action is small on its own, but together they reflect a consistent commitment: to make working with us easier, clearer and more effective. 

Client-centricity: Shaping our services around you  #

What’s changed most is not just what we’ve delivered, but how we think.

Client feedback actively shapes how we design services, share knowledge, and support your teams. Whether it’s providing bite-sized IP guidance through FAQs, expanding our case studies, or hosting clinics and webinars, these changes are all driven by what you’ve told us you value.

Client-centricity also means continuing to invest behind the scenes, in our people, our technology, and the way we communicate, so that every interaction delivers more value.

Learning from others on the journey  #

We’re also not doing this in isolation.

We continue to learn from a wide range of voices: our clients, of course, but also industry peers, client listening experts and client experience practitioners. 

Through client experience communities, professional networks, and by attending and completing courses from leading educational organisations, we are continually strengthening our approach as part of our commitment to raising standards across the IP profession.

These insights help us challenge ourselves, adopt best practice, and bring new ideas into how we listen and respond to you.

A journey, not a destination  #

Two years on, “You Asked, We Did” is still evolving.

There is more to come. From further improvements to digital access and transparency to new ways of sharing insights and expertise, we are continuing to evolve how we listen and respond.

We will continue to develop new ways of listening, giving you greater flexibility in how you share your views, whether through surveys, conversations, digital channels or more informal touchpoints. 

Alongside this, a colleague client advocacy group, bringing together voices from across our business, will ensure your feedback is clearly understood, actively championed and translated into meaningful improvements to how we support you.  

Our focus remains firmly on you: listening carefully, acting thoughtfully, and continuing to improve the experience we deliver at every stage of your journey with us, consistently and with purpose.  

Learn more about our Client Listening Programme and how we're using client insight to continually improve the experience we deliver.