Have you ever stopped to take a look at what your clients experience when they interact with your firm? I am not talking about how you provide great investment advice, make money for your clients, know what is best for them or anything like that. The question is what does your client receive – and take away – from interactions with your firm?
When they enter your office, leave following a meeting, receive an e-mail or mailed report, complete a phone call – how do they feel? Did they understand everything they were told or shown? Were all their questions asked and answered? Was the communication expected and was the content also what was expected and needed?
One step a firm should take is to make a decision on what the client experience with the firm should be and then make that happen. The client experience should look something like this: comfortable, consistent, professional, clear and understandable (clear), open and so on. It should not leave the client confused, uncertain, uncomfortable, surprised, lacking relevant information or without understanding what the interaction meant and the next step from it.
Once you have determined what the client experience at your firm should look like, the approach should be applied to your website, to any physical office location, to your behavior in meetings, to your advertising (e-mail, brochures, telephone messages), in fact to any contact with your clients.
To be sure that the approach is being applied, put yourself in the place of a client when examining the business interactions, survey your clients, have an independent third party take a look at what you are doing and perhaps have your new hires go through the process themselves. Do this on a regular and repeated basis to be sure the client experience is what you want it to be. You should see and like the results and your clients will, too.