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Are Your Communications Connecting and Engaging?

In a single day there is so much vying for your clients attention: work, family and the never-ending to-do lists. As an advisor, you are in constant competition merely for the chance to connect and develop your relationship.

Connecting with your client is critically important to the continued long-term success of your relationship.? The strength and staying power is directly correlated to how well you engage your clients.

Heres a snapshot of your current client marketing/engagement plan:

  • Annual Meetings
  • Newsletters
  • Client Events

Now how can you turn that into a behaviorally smart plan?

  1. Uncover the behavioral style of your client
  2. Tailor your newsletters to the 2 communication styles that most reflect your client base
  3. Create a unique experience at the clients annual meeting
  4. Design and market your events to the different styles

Lets see how each of these steps would work in your practice.

Step 1: Use an objective system to discover the unique behavioral style of your client.? Lets use Lifestyle as the primary client style for purposes of illustration. This type of individual likes open conversation, fun, big picture overviews with minimal details.

Step 2: Your newsletter should have pictures of people, bullet points, and not a lot of details (or you can link to details).? Be sure to use examples and stories that illustrate your main points.

Step 3: At your annual meeting, allow more time for Lifestyle clients than you normally would for other styles. ?Ask them an engaging question about their life and let them talk. Be sure your office is very comfortable and that the Lifestyle client feels you have done something special for them. You and your staff should smile and have an upbeat attitude.? Even in challenging situations, try to find the positive.

Step 4: If you are conducting educational events and want the Lifestyle client to be engaged, consider holding the event at a fun, new restaurant or coffee shop.? In your invitation, you will need to emphasize the opportunity not just to learn but to meet new people.

Get more hits than misses by targeting your marketing message to the behavioral style of your clients.? The results for your efforts will be higher client retention rates and increased referrals.



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.

Visit the Financial DNA website to learn more about building client engagement in the financial planning process.

Product Release Notes: DNA Admin System Update October 25th, 2013

The following features and updates have occurred at October 25, 2013 between 2:00am US Eastern Time and 5:00am US Eastern Time.

Behavior Highlights button on Client Detail Page:

A marketing theme we have recently adopted is DNA Behavior, putting behavior at the fingertips of your business with this feature we have quite literally achieved this. With one click of your mouse, you will now get the high level overview of a clients Communication DNA and or Natural Behavior results. This is now the quickest way to see key details of a client or employees behaviors such as: Risk and Decision Making Groups and scores, 2 strongest factors and Primary and Secondary Communication styles with the Communication keys.

This feature will be made available automatically to every account inside the DNA Administration System.


Financial Talent DNA Comparison Report:

Compare 2 individuals behaviors in a one page Financial DNA Talent report format. Often referred to as a couple overlay report, this report is the quickest way to compare the behaviors of 2 individual on 1 easy to use page.

To familiarize you with the DNA Talent Report format, we recommend reviewing the interactive Financial Talent DNA Report walkthrough for the individualized report: Available here.

Contact support@dnabehavior.com to have this feature turned on for your account.

Communication DNA Group Report:

What percentage of your clients are goal-setting focused compared to information focused?

The new Communication DNA Group Report provides managers with the information they need to review their entire customer base and employee bases communication style. This new feature inside the Facilitation Tools menu allows managers to produce a report in summary format of an unlimited amount of individuals behaviors.

Contact support@dnabehavior.com to have this feature turned on for your account.


Russian Language released for Financial DNA Natural Behavior:

We are pleased to announce that Financial DNA is now available for the Russian Language. Included in this launch are the 5 page Financial DNA Summary and 1 page Financial Talent DNA Reports.

This feature will be made available automatically to every account with access to these reports inside the DNA Administration System.


Updated instructions for the Communication DNA Discovery Process:

We continuously review feedback on the questionnaire process from our users. In this product release, we are implementing some of this feedback to make the discovery process more clear and easy for the participant to complete. Below are the updated instructions for Communication DNA.

The Communication DNA Discovery Process provides detailed insights into your communication style and your preference for how you wish to be communicated with by others.

  1. Directions: This is an assessment, not a test. Therefore, there are no right or wrong answers.
  2. Please respond quickly on the basis of how you wish to be communicated and interacted with by other people. Avoid agonizing over your choices.
  3. From each group of three phrases (with background pictures), choose the one option that indicates how you MOST like to be communicated and interacted with by selecting the button below this option marked Most.
  4. Then choose the option that indicates how you LEAST like to be communicated and interacted with by selecting the button below this option marked Least.
  5. REMEMBER: In each group you should select only one Most, one Least and leave one phrase unmarked.
  6. The key to an accurate assessment is YOUR willingness to be realistic about your communication style.
  7. Work quickly by yourself without help from others. Avoid agonizing over your choices. At times you may find some of the choices difficult. This is the intention as it will lead to a more accurate and reliable reporting of your communication style.
  8. Allow up to 5 minutes to complete this assessment.

Updated instructions for the Natural Behavior Discovery Process:

We continuously review feedback on the questionnaire process from our users. In this product release, we are implementing some of this feedback to make the discovery process more clear and easy for the participant to complete. Below are the updated instructions for Natural Behavior.

  1. Directions: This is an assessment, not a test. Therefore, there are no right or wrong answers.
  2. Please respond quickly on the basis of your natural instinctive behavioral traits regardless of whether you consider them good or bad.
  3. The focus should be on who you are and not on who you want to be or who you believe you have become in specific life, workplace, family, community or financial settings. The key to an accurate assessment is YOUR willingness to be realistic about your natural behavior.
  4. From each group of three phrases, choose the one phrase that indicates how you MOST naturally like to operate, make decisions and interact with others by marking the box next to the word under the heading Most.
  5. Then choose the one phrase that indicates how you LEAST like to operate, make decisions and interact with others by marking the box next to the word under the heading Least.
  6. REMEMBER: In each group you should select only one Most, one Least and leave one phrase unmarked.
  7. Work quickly by yourself without help from others. Avoid agonizing over your choices. At time you may find some of the choices difficult. This is the intention as it will lead to a more accurate and reliable reporting of your natural behavior.
  8. Allow up to 15 to 20 minutes to complete this assessment.

Contact support@dnabehavior.com to learn more about these features and others in your account.

Do You Really Know What Lies Beneath the Surface of Your Clients?

7 to 17 seconds. According to many research studies that is how long it takes to form a first impression.

This first impression is based 55 percent on appearance, 7 percent on the words we use during course of our conversation and 38 percent on the tone of the voice.

So even before you get sufficient time to demonstrate your abilities, prospects and clients have formed their first impression and created labels (serious, fun, blunt, friendly, etc.) about your personality.

customer behavior discovery, who are your customers, understanding customer personalitiesThe same is true for you as you meet prospects and clients.

Why is it so important for you to prove (or disprove) these first impressions to understand who your customer really is deep beneath the surface?

Because it has major implications for three areas of your business:
1.?? ?Attracting new clients
2.?? ?Designing portfolios
3.?? ?Ongoing service

Attracting new clients is all about the ability for you to quickly build trust. This involves understanding not only your clients personality, but your own personality strengths and struggles.? Are you a natural listener?? Are you empathetic or more focused on outcomes?? If your style is matched with the prospects, you will build trust with less effort.

When designing a portfolio, many advisors neglect to plan for the financial personality risks. Some clients will envision themselves as bigger risk takers than what they project themselves to be with you.? Or, they may say they are a saver when their expense account proves the contrary.? Discussions on these subjects are very delicate because many clients do not want to admit (or even know) who they really are a deeper level.

Finally, how can you customize your client experience when you may not even know who your customer really is beneath the surface?? You have a lot of different personalities working with you in your office and each one may have to adjust their style to make the client feel truly cared for and understood.? Every marketing action should be tailored to the personality of your clients.? No need to send a long newsletter filled with market data and facts to your big picture clients.? Are you looking for more referrals?? Certain types of clients are much more likely to give them to you if you know their personality.

Is there a way you can know a customer within the first meeting, or even better beforehand?? Or, do you need to wait a year to observe whether their actions and words match to find out who they really are?

Dare to get beneath the surface with your clients. Discover practical and actionable behavioral solutions that you can use with your clients to uncover who they are to create unique customized experiences.

Learn more by visiting http://www.financialdna.com

Customer Engagement Planning with your Head in the Cloud

As the year ends and plans are in place for 2013 many companies will have focused heavily on where social media fits in their business and more importantly produced endless statistics to support (or not) reasons to invest in more social media stuff. The CMOs will be all for it; the CFO will only be interested in ROI; the CTOs will have their exclusive opinions.

Customer Engagement

I wonder where the strategic conversations will turn to How can we attract and/or retain customers?

By now the majority of companies will have some elements of a social media some of which will be integrated with their CRM. But what actually needs to shift significantly to effectively engage customers for the long term lies not in the whizziness of the latest social media investment but more importantly in getting to know your customers communication style and matching service, advisors, product to them.

Social media is changing customer loyalty; suddenly customers have access to faster, wider rages of choices than ever before. Having the ability to track customers behaviors and their preferred communication style could be the difference between keeping and losing a customer.

Click here to see how you can get ahead of the game.

Engaging Customers to Inform Growth Strategies

customer engagement case studies, employee engagement case studies

There is endless chatter around engaging customers; understanding the consumers headspace; how they are using the cloud; understanding their buying behavior and how to shift focus to engage this new breed of customer to improve business bottom lines. IT departments and Marketing heads are likely left asking what it all means for their business. But they know they need to get on board in order to leverage customer insight to inform growth strategies.

To cut through the confusion the first step is to realize that there is an essential difference between winning market share and engaging and retaining customers. Going after market share as a priority is between business competitors and rarely involves the customer. However, engaging customers through gathering and understanding behavioral intelligence creates a high-value relationship, one that customers see as having worth.

To provide a tangible solution to this problem, more and more organizations are realizing the power of behavioral profiling; using this approach to not only understand how to communicate more effectively with customers but also to understand their decision making style.

With technological advances such as this it is now possible to understand, like never before, your customers behavior and communication style. This holistic knowledge of your customer will fundamentally improve how your organization interacts with customers. Taken a step further it allows businesses to match sales people and advisors to the communication and decision making style of their customers.

For more information, visit the Communication DNA website.

5 Great Reasons for Understanding Customer Communication Styles

The landscape for businesses is becoming more fast-paced, high-tech and competitive with each year. Customers are expecting personalized offerings based on their interests, customized experiences based on their preferences and efficient service delivery on their terms. They want to resolve problems with a simple phone call… or by sending an email, starting a LinkedIn discussion, Tweeting or online chatting. Solutions should be available quickly and without the expense of much effort.

customer service experience, client engagementWhether it means expanding the social networking team to ensure every post on their Facebook page is responded to or taking a closer look at the User Experience to optimize navigation of their website, more and more businesses are putting processes in place to meet the increasingly high demands of customers. And theyre not only doing this to ensure business growth ? businesses are taking these steps to safeguard their survival. These businesses understand the importance of keeping customers happy. They know that serving the customer as the customer wants to be served produces a boost in brand appeal as well as the bottom line.

Reaching customers through the right channels and having a user friendly website may make it easier for the customer to connect with your business ? but how is your business doing once the customer actually connects; when interacting with the customer?

When the customer received a response to their support ticket did it make them feel relieved or stressed, and did the email campaign you just sent out provide just the right amount of information or discourage recipients with too much?

Unless you know the communication style of each customer you wont be able to answer these questions. Think about how technology can help you solve this problem by identifying the communication style of each customer and employee across the business to deliver an automated process for customizing the customer experience and increasing customer engagement.

The benefits of having this behavioral data about your customers are many, but here are some of my favorite reasons for understanding customer communication styles:

  1. Its makes customer segmentation simple. Knowing the communication style of customers allows for automatic segmentation of your lead and contact base. Some customers will want very detailed information while others will want a few bullet points. When you know which customers are which, you can split them into their appropriate groups and serve them accordingly.
  2. You can provide a customized experience. One size fits all may work sometimes but custom-fit is preferred always. When you know each customers communication style, you can easily structure your approach and message in a way that appeals to them. This will raise their level of interest and engagement.
  3. Customers will like talking to customer service. Now that you know the communication style of each customer and employee ? you can match them.? Imagine if each time a customer call or email came in, it was automatically routed to an employee with a similar communication style. The result is a more productive and comfortable conversation. This is a great way to make your customers feel more connected to your team and therefore your business.
  4. You can make workflow management work for each customer. Setting up workflow processes can be a guessing game. Should leads receive monthly calls from the sales team or a marketing email each week? When you know the service preferences of each customer you can say goodbye to guesswork because workflow guidelines for each of the 4 communication styles have already been defined. Allocate your time and money to the most effective strategies for each.
  5. You can market intelligently. As someone who is passionate about marketing and advertising, I have always had an appreciation for businesses that make an effort to truly understand their customers as the customer will be better served as a result.

    Communication DNA: Customize Your Messaging
    The more clarity you get on what matters to your customers, the easier it is to design, develop and position targeted marketing messages and advertising campaigns. So as you uncover behavioral information about your customers, systematically apply it to each level of your marketing programs. This includes simple segmentation for email campaign lists, customization of email templates and an overall measurable improvement in your marketing performance.

What are your top reasons for understanding customer communication styles?

To learn more about customer engagement with Communication DNA, click here. Contact us to get started at inquiries@dnabehavior.com

If you are a current Salesforce CRM customer, Communication DNA is also available in the Salesforce Appexchange.