When was the last time you had a truly excellent experience interacting with a company? Maybe it was with a service provider such as an attorney or hair stylist. Or maybe it was when you purchased a cup of coffee from your favorite coffee shop.
Believe it or not, I had a pretty good experience at the County Clerk last week when I was registering a new vehicle. The service agent was friendly; the office had good safety precautions in place; and I was done in less than fifteen minutes. More importantly, I received my new vehicle registration (which was the reason I was there).
Forbes defines customer (client) experience as “the cumulative impact of multiple touchpoints over time, which result in a real relationship feeling, or lack of it.” Hubspot uses a similar definition: “the impression your customers have of your brand as a whole throughout all aspects of the buyer’s journey.”
In a financial advisory practice, an excellent client experience can be defined as a series of client interactions that are perceived by the client and the advisor to be extremely good.
It’s important to note that “excellent” and “extremely good” are relative terms which require some knowledge and experience, which is why the advisor’s opinion should be considered as well. Just because a client doesn’t fully understand or appreciate specific advice doesn’t mean it’s not excellent advice.
At Pathfinder, we believe that there are two aspects to the client experience – advice and service.
For financial advisors and financial planners, the advice you provide is your product. This is what your clients are paying for. Your service is everything that surrounds and supports the delivery of that advice.
A good analogy can be found by looking at a restaurant. From the finest restaurants down to food trucks, what’s the primary product? Food! But you can’t separate the food from the service. For example, have you ever been to a restaurant with excellent food but terrible service? Similarly, have you ever been to a restaurant with amazing service but bad food? In either case, did you go back?
Have you invested the time to create an excellent client experience? Do your clients truly value the advice that you provide? Is your client service consistently perceived as extremely good?
If not, then don’t delay! Sign up today for Well-Served – Crafting & Implementing Your Standards of Care at PathfinderOnDemand.com and transform your client experience from “just ok” to “always excellent.”
With 18 lessons divided into six sections, this course leads you through everything you need to do to create your own standards of care. You also receive downloadable and customizable tools that you can freely use within your practice, including a client experience matrix with over 100 different types of standards for you to consider and potentially provide to your clients.
You can learn more about the course at PathfinderOnDemand.com
Ready to get started?Sign Up Today!