for: why good service is no longer good enough...* teach your advisors to set up google alerts on...
TRANSCRIPT
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Presented By:
CSP, CPAE
For:
Why
Good Service
is No Longer
Good Enough
1
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“Why Good Service is
No Longer Good
Enough”
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The Shifting Landscape in
Insurance, The Challenge
of Change
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It is 6 – 7 times more expensive
to acquire a new client than it
is to keep a current one.(Harvard Business Review)
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Vast sums have been spent on
improving technology, service
platforms and social interfaces
which improves:
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Transactional
efficiency
Wait
times
Delivery of
information
Claim
approvals
Consumer
communications
And
more
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Clients may be “satisfied”
with your service and may
be giving you good
satisfaction marks…
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However, increasingly
“satisfied” clients are
loyalty neutral.
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20 – 30% of “satisfied”
clients will take “their
business elsewhere.”(Harvard Business Review)
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Good service is now a
minimum requirement
when people engage with
an advisor and a firm.
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Your overarching objective is
to convert “satisfied” clients
into “delighted advocates.”
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What do people want today
from their financial services
provider that will convert them
into “delighted advocates?”
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They want an elevated
experience that is
personalized and humanized
at every point of contact
throughout the firm.
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What is an elevated
experience?
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An elevated experience are
consistently elevated interactions
that create invaluable lasting
impressions…
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and that psychologically
reassures people that they
are in the right place!
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Here are what financially
successful people say an elevated
experience means to them.
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Their experience is an integral
part of their perception of
real and perceived value.
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Elevating their experience
illustrates you embrace a
relational approach over a
transactional approach.
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People:
Don’t want to be taken for granted.
Don’t want to be just “an account.”
Don’t want to be part of a “client base.”
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Do want to be
treated as an
individual.
Do want
to be
remembered.
Do want
elevated
experiences,
not just “good
service.”
Do want to build a portfolio of great memories
about their experience with you and your team.
People:
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A consistently elevated
experience is a
clear point of distinction from
other firms, advisors and
choices.
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When you consistently elevate
their experience, it creates:
Emotional
chemistry
Stronger
relationships
Repeat
business
Brand
advocacy
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Elevating the experiences of
your clients and prospects is the
NEXT best practice because….
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….87% of clients and
prospects share good (and
bad) experiences with
others. (Zendesk)
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Like it or not, shared
experiences of every kind
become linked to your
“brand.”
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THE Challenge?
How can you consistently
deliver a personalized and
humanized elevated
experience?
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1. Assess your current culture, is
it relentlessly client- and
prospect-driven or is it
efficiency-driven ?
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2. Revamp advisor and staff
education and training
programs to deliver a
personalized and humanized
elevated experience at every
interaction.
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3. Tactically, be mindful of the
six psychological needs of
people that when each is
met, delivers an elevated
experience and creates
invaluable lasting
impressions and advocacy.
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Clients and prospects have
a need to feel cared about.
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* Personalize and humanize
every interaction and
communication by talking and
writing to them as individuals.
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Not
“Dear client”
or
“Dear policyholder”
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* Sign your corporate emails
with “Warm regards” or “Kind
regards” - they know that is
relational vs “Sincerely yours”
- which is institutional.
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* Set up data capture
requirements and send
personalized special notes on
special days, such as:
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Their first purchase anniversary
Occupational Celebration Days
Business, Profession Start Dates
or Employment Anniversaries
Children’s birthdays or accomplishments; e.g.,
graduation, marriage, grandchildren’s birthdays,
or if they make the cheerleading squad,
congratulate them!
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* Teach your support staff
members in all offices how to
be gracious
on the telephone.
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“May I place you on hold”
vs
the all too common,
“hold on a second”
or
“hang on”
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Clients and prospects have a
need for emotional AND
economic security.
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Emotional Security
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* Create a “private space” in each
office for a discussion about their
fears, uncertainties and doubts.
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* Provide clients with a
personal, 24/7 local office
hotline number in case of a
family or business emergency.
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* In all correspondence,
close with “Please feel
welcome to call”
vs. Feel free to call.
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Economic Security
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* Teach your advisors to
describe their
practice as advice-based
versus fee- or commission-based.
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Positioning their work as
advice-based gives people the
emotional security to feel they
can safely discuss ALL their
financial concerns.
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* When you're creating collateral
or communicating with clients
and prospects, be sure to state….
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what the product or service
“means to them”
(i.e., what it solves)
and how they will benefit.
NOT
Just Features and Attributes.
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Clients and prospects have a
need for recognition and a
sense of adequacy.
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* Teach your advisors to set up
Google Alerts on their best
clients to track their industry,
their interests and their passions.
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* When you or an advisor meet a
client or prospect be sure you are
always gracious and welcoming.
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SAY
“Nice to see you” vs
“Nice to meet you,”
Even if you have never met before.
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* Be sure to equip every location
with china cups and nice glasses to
serve them a beverage elegantly.
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* Be sure you and advisors ride the
elevator to the lobby or walk
clients and prospects out of the
building to their transportation.
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They have a need for meaning
and significance.
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* Elevate your lobby, your office
spaces and your consumer-facing
collateral, so it is about their
dreams and aspirations.
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* Change your website log-in
verbiage from “Account” to:
My insurance
My investments
My financial plan
My (name of your firm)
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* Educate your advisors that
every meeting and discussion
should always be about the
client’s or prospect’s agenda first.
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“What are three things you would
like to discuss or explore today?”
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* Proactively communicate to
your clients how to reach your
company in the event of a natural
disaster or the “unexpected.”
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They have a need for new
experiences and exploration.
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* As part of your on-boarding
process, create data fields and teach
advisors to capture client interests
to strengthen your knowledge of
and relationship with them.
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What organizations do
they belong to that
support what they do
for a living?
What do
they enjoy
doing for
recreation?
What are their
cultural and
charitable
interests?
What type of
social activities
do they enjoy?
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Relationships
Drive Revenue
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* Educate clients to
motivate them.
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For your best clients, provide
quarterly “briefing” calls on
issues of interest and
provide high-level suggestions
on how to solve.
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The objective?
Create emotional curiosity with
information.
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Clients and prospects have a
need for structure and a
sense of belonging.
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* For top prospects and clients,
invite them to a meeting with all
your senior leaders in attendance
from each area of your firm for an
open forum Q&A.
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Focus on doing small client and
prospect events and creating a
portfolio of memories around
their passions and interests.
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Your Strategic Takeaways
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A personalized and humanized
elevated experience creates
emotional chemistry, stronger
relationships, repeat business, and
brand advocacy.
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Clients and prospects WILL have
an experience with you, the firm
and your team;
You decide what that will be.
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“I've learned that people will forget
what you said, people will forget
what you did, but people will never
forget how you made them feel.”
Maya Angelou
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Assess what you’re doing now
and how you can improve your
culture and the education of your
team to consistently elevate your
client and prospect experiences.
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“If we are not customer driven, our
cars won’t be either.”
Henry Ford
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Feel welcome to
reach out for :
* Execution Consulting
* Conference Presentations
* Interactive Training
Programs
Or to our Florida corporate office:
1-941-828-3600, ext #2