On 9 August 2019, the Centre for Legal Innovation held its third annual Innovation in Legal Practice Summit in Melbourne. In this session, Carl White, Chief Experience Officer and Director, CXINLAW & CLI Distinguished Fellow drew on his experience to identify and explore how clients perceive law firms in the digital age. Carl also introduced a customer mapping process and tool for use in firms/organisations to begin the journey of understanding what matters to clients in order to develop practical and impactful business development strategies.