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Now more than ever, clients and prospects are seeking an elevated experience. Not just in the financial world but in their interactions with every provider.
However, as a financial professional, it is essential to discover, codify and memorialize the preferences of those with whom you are in contact for business.
Case in Point.
A wealthy couple were invited during the pandemic to a virtual bourbon tasting by their longtime advisor.
They graciously declined and said to please note that we do not drink for religious reasons. Fast forward to last summer when they received an invite from their advisor for a wine tasting to be followed by a market briefing. Once again, they declined and asked not to be invited to these types of events. Fast forward to the holiday season and the branch sends them an invite for cocktails to meet the senior leadership of the firm.
They did not decline this invite. They moved to another firm within a week.
When I spoke to the advisor about how to prevent this from happening, he said “well we put it in their account notes and just missed it.”
In today’s technological environment, preferences need to be in your system as their own search field, not in notes that get overlooked.
Treat your CRM as a CXM (Client Experience Manager) and set up fields on beverages preferred, events they enjoy, recreational interests, charitable interests, educational interests and a field to codify what they say they DO NOT like.
Capturing these should be a part of your systematic onboarding process. People love to feel as though you want to know them better so you can deliver the elevated experience they seek.