Five Steps to Operationalize Your Client Experience Model

 In Professional Development

What percent of your time and energy, as a financial advisor, is dedicated to creating a tremendous client experience? From choosing the right coffee mug to stationery for personalized notes, to how your clients feel as they’re departing a client appreciation event all adds up and matters a lot.

When I first started coaching in this industry more than 15 years ago, the answer was frequently zero percent. “I manage money. That’s what I do,” would be the unapologetic refrain from successful advisors.

Times, they are a changing.

Today, if you are not allotting earnest time and energy forging a plan to execute an outstanding client experience, you’re in peril.

It’s an insanely commoditized world. The quality and quantity of the stories being told about you by committed clients are the foremost indicators of your future success. Or as Bonnie Raitt sings, “Let’s give ‘em somethin’ to talk about.”

Our Janus Henderson Labs Professional Development team surveyed more than 300 financial advisors and verified that a nuanced approach to showing clients gratitude or appreciation really does matter. Those who take a systematic approach manage $30 million more, on average, than those who use an ad hoc approach to expressing gratitude with their clients.

Are you an advisor that uses an ad hoc approach? We define this as expressing gratitude when the opportunity arises, without prior planning. While it is certainly courteous to do so and the absence of it may even stand out, there may be a more meaningful way to show you client you appreciate their business.

So, what percentage of your practice goes to client experience formation? The number I am getting from elite teams is 30% to 40% of their time and energy. That’s a far cry from zero.

These teams, incidentally, are thriving. Those that leverage a systematic approach are defined by expressing gratitude through thoughtfully considered actions, tailored to the client’s personality, circumstances or unique attributes.

Here are five steps that can help you get started.

  1. Segment: It’s unsustainable to try to create a unique, emotionally engaging experience for all of your clients.
  2. Information: Create a process within your business model to capture all the information you would like to gather about the segmented clients.
  3. Leverage technology: Come up with the best system for you and your team to capture the information and keep it in a place that can be easily accessed and acted upon.
  4. Calendar: Come up with an organized way to set reminders and a systematic process to keep future opportunities top of mind with those clients.
  5. Team communication: Develop a plan for how you/your team will keep this client experience model a priority.

Visit, our proprietary tool to help you source hundreds of personalized gift ideas for clients categorized by occasions, interests and price range.

Janus Henderson LabsTM programs are for information purposes only. There is no guarantee that the information supplied is accurate, complete or timely, nor is there any warranty with regards to the results obtained from its use.

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