How do top performing advisory firms use technology? In its 2013 RIA Benchmarking Study, Fidelity Institutional Wealth Services found that they focus on smart technology and adoption versus chasing the latest and greatest tech products.
Perhaps most interesting was that using technology to enhance the client experience and satisfaction was a critical aim and top goal of 77% of high-performing firms as opposed to 61% of the other firms.
The question then becomes, What should advisors look for in a technology solution to create an atmosphere of customization and deliver superior service?
Here are three recommendations to keep in mind to assist in your decision-making process:
- Be sure that the solution automatically integrates key behavioral insights about your employees and clients into your CRM and there is no manual input required. You want behavioral information at the fingertips of every staff person that comes in contact with the client without a lot of extra work involved.
- The results (data) should incorporate all three financial personality risks of the client: financial, investment and relationship. Many solutions currently focus solely on the current situational investment risk profile of the client. But that is only part of the total risk picture.
- Consider a solution that identifies the behavioral attributes so you know how to introduce, service and create customized experiences for each client. You need to dig behind the real meaning of behavior. Many solutions define behavior as actions or based on demographics (e.g., how many other investment products purchased or how many calls made to the service center).
And the final question to ponder is why should an advisor consider adding a bit of personality to their technology?
Because one of the top financial services trends in 2014 (and beyond) is the advent of Customer 3.0 who is:
- Digitally connected and highly informed
- Demands a highly personalized approach in their communications, their products and the service they receive
- Begins their search for a financial advisor at their desk or on their couch
The behavioral awareness movement is here now. Make sure you are using your technology to objectively obtain and use behavioral insights on a real time basis for knowing, engaging and growing your employees and clients, and to create unique customer experiences.
Peggy Mengel ? Vice President, Human Behavior Solutions Advisor at DNA Behavior
Specializing in financial services, Peggy uses behavioral intelligence to help businesses navigate human differences to unlock performance potential. DNA Behavior helps grow behaviorally smart businesses and financial advisors worldwide to increase competitive advantage using the most reliable behavioral discovery and performance development systems on cutting-edge technology platforms.