Is Your Client Service Experience Helping or Hurting?

We’ve all been there: frantically pressing “0” or repeatedly shouting “representative” into the phone, trying to bypass automated systems to speak to a human. By the time we finally connect with someone, the initial purpose of the call feels secondary. Regardless of how helpful the representative may be, our overall experience ranges from mediocre to poor. In this case, the poor service delivery outweighs the result. For financial advisory firms, achieving client satisfaction requires more than just delivering successful outcomes. How clients experience your service, from the initial contact to the resolution of their needs, plays a critical role in their overall satisfaction and loyalty. Owners and managers must ensure that both aspects are handled equally to foster long-term relationships.

The Importance of the Client’s Journey

The client’s journey begins the moment they first interact with your firm, be it through a phone call, an email, or your website. This first impression sets the tone for the entire relationship and can significantly impact their trust and perception of your firm. Every touchpoint must reflect professionalism, knowledge, and responsiveness. As such, the way an inquiry is handled, the ease of navigating your website, and the clarity of communication in emails must all convey your firm’s commitment to exceptional service.

Maintaining Consistency Across All Interactions

From the onset, clients evaluate their experience. Whether it’s the attentiveness they receive during phone calls or the timeliness of the responses to their queries, every interaction should be designed to enhance their satisfaction. These experiences must be not only positive but consistent across all platforms and interactions. This consistency helps build trust and reinforces the client’s decision to choose your advisory services over others.

Training Employees to Deliver Exceptional Service

The foundation of delivering exceptional client service lies in the training of your employees. Every team member, regardless of their role, should be well-versed in the core principles of customer service excellence as well as the fundamental concepts of financial planning. Training programs, such as the FACSC℠, focus not just on the technical skills necessary for their specific roles but also on soft skills like communication, empathy, and problem-solving. Well-trained employees are more likely to handle client interactions effectively, ensuring that clients feel valued and understood throughout their journey.

Being Deliberate in Client Interactions

Deliberate planning of how clients interact with your firm can greatly enhance their overall experience. This involves communicating proactively, anticipating client needs, and personalizing interactions to meet their specific expectations. For instance, regular updates on market trends or personalized advice based on client goals can make clients feel cared for and well-informed.

Your client’s experience is just as important as the results of the service.  That experience is formed throughout their journey and is dependent on the interactions they have with each member of your team.  Your client’s experience is too important to leave to chance.  Through deliberate planning and proactive training, you can set your firm apart in a crowded landscape.  Advisory Education Partners helps independent financial advisory firms build the high-performing teams they need to stand out.  

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