How Do You Know Which Client Experience Initiatives Will Work?
When trying to ascertain how best to improve client experience in finance, the best thing you can do is find out what your clients actually want.
This may sound like an obvious point, but all too often client experience initiatives are based on what firms think clients will want – or on the evidence of secondary sources. This can be dangerous, especially if you are about to make big investments in new technology. The fact is that clients will tell you what they want – you just have to ask them and listen to them. Sending out a questionnaire, which asks them directly what they are looking for and how your service could be improved, is a good start. But you can also look at client communications, and listen in to your relationship managers on client calls, to understand the sort of issues that are arising around the client experience. What questions are they asking? What vocabulary are they using? Which services matter most to clients? And are there any service failures that are being flagged up, but aren’t currently being dealt with? All this research will reveal vital observations about what your clients want, which you can then use to redesign and improve your client experience.
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