Aligning Client Service with Client Experience
- Review what you do in a week. As you look over your calendar, consider if there are any business processes for which you “reinvent the wheel” each time they come up.
- Do you decide on an ad hoc basis to send out a marketing piece? Consider setting a day and time to sit down and put together a year-long marketing calendar. You can then plan for you or your assistant to send out pre-determined marketing materials throughout the year.
- Have you found yourself only calling clients when there is an issue? Consider setting aside two hours on your calendar twice a month to make outbound calls to your best clients simply to see how they are doing considering all that has happened in the markets. Then listen.
- Consider the nuts and bolts of your client engagement process. Write down each step, from a client appointment reminder call to the preparation of paperwork – anything and everything that needs to happen to provide the highest level of service to your clients.
- Assign ownership of each task to the appropriate person. Here is the rule: Only place your name next to the steps that only you can do. Read that last sentence again. Don’t put your name next to a task that is not your highest and best use considering your experience, knowledge and skills. If you can't give a task away today, put a star next to it for later delegation.
- Review the process to make sure communication is clear on how and when each task is to be completed. Consider putting this in a procedures manual. You will be happy you did on the day your assistant is out with the flu and you are handing his or her duties to a temp – or doing them yourself.
- Sit down with your task list and a highlighter. Highlight each task that involves client contact. Examples include the appointment reminder call, type of greeting as the clients enter your office, information-gathering methods, use of standard meeting agendas and post-implementation follow-up.
- Read just the highlighted lines. Put yourself in your clients’ shoes. You may even want to run it by a friend or family member for an additional perspective. There is no perfect way to do this, but one way to think about it is by asking yourself, “How many 'win-win' steps can I establish? How many of the steps can I set up to benefit both myself and the client?”
- An example of this is the use of a client agenda. This benefits the advisor by setting a professional routine for client discovery, increasing efficiency and effectiveness. Part of the agenda for a first meeting with a new wealth management client should entail outlining your process – or revisiting it with an existing client, for that matter. Clients benefit by knowing where they are in the process, allowing them to feel confident that they are on a solid path.
1st Global was founded by CPAs on the belief that accounting, tax and estate planning firms are uniquely qualified to provide comprehensive wealth management services to their clients. Each affiliated firm is provided with education, technology, business-building framework and client solutions that make these firms leaders in their professions through dedicated professional client relationships built around wealth management.
1st Global Capital Corp. is a member of FINRA and SIPC and is headquartered at 8150 N. Central Expressway, Suite 500 in Dallas, Texas 75206 (214) 265-1201. Additional information about 1st Global is available via the Internet at www.1stGlobal.com .